Guide Dogs for the Blind calls integrated review

LONDON - The Guide Dogs for the Blind Association has called a review of its £7 million integrated advertising and media business.

Guide Dogs for the Blind…£7m account
Guide Dogs for the Blind…£7m account

The association works with The Direct Agency on fundraising and in the 12 months to the end of January 2010 spent £7.1 million on media according to Nielsen. The media incumbent is Mike Colling & Co.

Most of the charity's spend is on direct mail, with lesser amounts on TV, press, door-drops, radio and outdoor.

Last year, the association attempted to increase donations by asking consumers to donate £2 per month, instead of the usual £6, in a cold direct mail to 100,000 names. And in September, it vowed to boost its use of digital DM "ten-fold" to encourage supporter acquisition and retention.

As part of the autumn push, TDA developed appeal-specific landing pages, virtual giving sites and online legacy and "in memoriam" activity and digitised the charity's Sponsor A Puppy initiative.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).