Cats Protection has launched a direct mail campaign targeting 82,000 households with the aim of getting donors to give again.
The campaign has been developed by specialist direct marketing agency DMS and features Lance, a badly injured stray rescued by the charity.
The campaign focuses on the basic equipment that saved Lance’s life and how relatively cheap it is. Lance’s tale is illustrated with before-and-after pictures.
Cats Protection and DMS hope to see cash donations from 10.6 per cent of those receiving the mailing - about 8,700 people.
Shaun Crawford, creative director at DMS, said: "The half-empty emergency kit dramatises the real impact caring for an increased number of cats is having on branches as they use up veterinary ‘kit’ such as bandages and syringes.
"The ask is simple, practical and compelling – to refill an emergency veterinary kit and provide more cats with life-saving veterinary care."