Focus: Fundraising - What's new - Your weekly round-up of the latest fundraising campaigns

Helen Barrett, helen.barrett@haynet.com

Centrepoint has secured sponsorship from estate agent Ludlowthompson.com for its entry to the British 10k London Run on 2 July. The homelessness charity has 60 supporters taking part in the event, which involves running from Hyde Park Corner to the Palace of Westminster, through the City of London. It hopes to raise at least £10,500. The estate agent will supply running vests and promotional banners for the charity's team, and publicise it in its branches. Each entrant has been asked to pledge at least £175 in sponsorship. Last year's Centrepoint team raised £26,000 at the event.

Cats Protection is relaunching its Cat Cabin sponsorship programme to include additional benefits and devices to involve donors, including regular 'vismail' email messages that will show footage of cats being cared for by the charity. The interactive elements will be backed by a direct marketing campaign devised by TDA, to be sent to 90,000 warm and cold donors to promote the new Cat Cabin sponsorship and the traditional sponsorship scheme. Other direct marketing activity will include a press advert and insert in The Cat magazine. Recruited donors will be invited to open days at the charity's National Cat Centre near the Ashdown Forest, Sussex.

The Blue Cross has launched an integrated donor recruitment campaign through WWAV Rapp Collins London. The campaign includes DRTV, door drops to more than two million households and a mailer to 330,000 cold donors. It uses two creative approaches to invite people to donate £2 a month to the charity to give vulnerable pets another chance in life. The DRTV and mail campaign feature Wilfy, a terrier whose owner was no longer able to look after him and who cannot understand why he is alone. The door drop is an illustrated leaflet explaining that when animals are abandoned, they lose their names and identities.

ActionAid has created a 15-minute 'infomercial' to promote its child sponsorship programme. The advert, which was created by agencies Watson Phillips Norman and Mike Colling & Co, is believed to be one of the first generated for a charity. It will be aired on cable and satellite stations from 1 July, and features footage shot on location at ActionAid projects in India and Africa, intended to give the feel of a mini-documentary. The infomercial asks viewers to donate £15 a month, for which they will receive updates on their sponsored child's progress, drawings, messages and a supporters' magazine.

St Gemma's Hospice has unveiled two blue plaques in Leeds city centre as part of its ongoing legacy marketing campaign. The plaques are based on English Heritage's Blue Plaque scheme, which identifies the former homes of famous people. The hospice has placed its plaques on sites in the city's Lands Lane and Oxford Place. They carry the message "It isn't just remarkable people who can leave a legacy. Help St Gemma's Hospice with a gift in your will". The hospice first used the blue plaque last year on outdoor posters.

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