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| SOFII’s
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This is really clever fundraising. The Dogs Trust (formerly National Canine Defence League) offers its supporters the chance to join their canine care scheme which ensures that if they die before their beloved pet dog, NCDL will promise to look after the dog for all its natural life. Is that idea going to appeal to an elderly dog-loving donor? We think so. So, which charity is that dog-loving donor likely to leave a legacy to, then? There are no prizes for getting this right, unless you are The Dogs Trust, who've raised £millions from this scheme. |
Name
of exhibitor: Homeless/ Maxine Delahunty
Email: maxine@sofii.org
Name of exhibit: Dogs Trust Canine Care card
Date of first appearance: mid to late 1990s
Category/area of fundraising: Legacy marketing.
Summary/objectives : To persuade pet owners to carry the canine care card. This would fulfill two main objectives for the Dogs Trust. First, they could encourage people who might be elderly and living alone to notify them of their pets and their needs. After all, Dogs Trust exists to help care for pets whose owners are no longer around. Secondly, this could be a great platform for legacy fundraising, as SOFII says, above.
Background: The Dogs Trust welcomes legacies and wants to care for dogs whose owners can’t do it themselves.
Creator/originator: Burnett Associates Limited
Special characteristics: Funny and effective.
Influence/impact: N/A.
Test details: N/A.
Costs: N/A.
Results: N/A.
Why do you think this exhibit merits a place in SOFII?:
What a concept– ‘I want my dog to keep on smiling’. I mean like, who thought of that?
Any other relevant information:
If you have any information on this campaign, please contact SOFII.
See other examples from this campaign on related pages.
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