Blue Cross sends out appeal for equine welfare

by Staff 28-Mar-06

LONDON - Animal charity The Blue Cross is launching a fundraising mailer for its rehabilitation centres for horses to 64,000 of its existing supporters.

The mailer, through WWAV Rapp Collins London, tells the story of an 18-month-old colt called Harrison, and two elderly donkeys, Marmaduke and Sunday, all saved from neglect by The Blue Cross.

The exterior shows a portrait of Harrison, next to the text "He needed a friend for life". Inside a letter from Kerstin Alford, the Blue Cross director of equine welfare explains, that the charity has been caring for neglected horses and ponies for more than a century and has a loan scheme that promises to provide lifelong care for them.

It says the loan scheme means that Blue Cross maintains ownership of the animal while it is being cared for in its new home, with regular inspections by equine welfare officers to ensure the animals are well looked after.

An enclosed leaflet illustrates the story of Marmaduke and Sunday and breaks down the costs of caring for the animals, followed by a request for a gift of £15, £30 or £60 or whatever the supporters can afford.

Julie Jeffes, Blue Cross direct marketing manager, said: "Our supporters are more familiar with the work that we do for cats and dogs, but many are less aware of our equine welfare work." 

A year ago, WWAV created an integrated marketing campaign for Blue Cross, including its first venture into TV sponsorship of Discovery Channel's 'Pet Nation', as the charity sought to recruit new donors.

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