Direct and digital agency TDA is behind the creative, which appeals to existing donors and new prospects with a personalised mail pack. The pack tells the story of a blind businessman and his dog caught up in the panic of the 7 July bombings in London in 2005.
Recipients are asked for a one-off cash donation to support guide dog training and the campaign coincides with the third anniversary of the terror attacks. It will be followed up in August, reflecting on the news coverage of the anniversary.
Caroline Carmona, donor development officer at the charity, said: "We wanted to run a topical campaign and felt this was a strong story. Ultimately we want to increase the life time value of a donor but cash donations are still an important part of our fundraising and one that is often a starting point to long term giving."
David Burrows, head of fundraising at TDA, said: " The recent guidelines from the Institute of Fundraising have not affected our approach to this campaign, we are aiming to develop long term relationships with donors and personal stories are successful in doing that."
The association was set up in 1934 and receives no government funding. Each guide dog partnership costs around £40,000.
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