Adrian Burder, marketing director at the NCDL, led a competitive pitch with a view to creating a name for the charity that better reflects what it does.
When it was established more than one hundred years ago, the NCDL's work centred on protecting tortured and ill-used dogs. Today, the charity's main mission is to educate people about neutering dogs to avoid producing litters which are then abandoned.
According to Burder, the debate to change the charity's name has been on the table for years. However, he denied Corporate Edge's appointment would definitely lead to a change of name. He has briefed the charity to carry out an analysis on the existing name as well as a review of its communications strategy.
Marketing plays a key role in driving donations to the NCDL. The charity spends more than £1m per year on DRTV advertising through agency 141, which also handles direct mail campaigns.
Over the past decade fundraising revenue per year has jumped from £1m to £12.1m last year, not including legacy donations. The main marketing challenge is to boost donations from men and middle-aged, rather than elderly, donors.
The National Canine Defence League name has been in existence since 1891.
It changed its logo eight years ago to modernise its image. Creative work was carried out by Michael Peters.
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