Battersea Dogs Home hopes to emulate the success of the YMCA's celebrated Roomsponsor programme with its new kennel sponsorship initiative.
The animal charity's campaign differs from other dog sponsorship programmes because supporters are informed about the many dogs that pass through a sponsored kennel rather than focusing on the fate of a single animal.
"We wanted to develop a product that really reflected Battersea's work in a way that's emotionally engaging for the donor," said Mark Phillips, creative director at fundraising agency Bluefrog, which designed the campaign. "Kennelsponsor, by showing how dogs arrive at Battersea and then go on to leave for loving homes, does that in a way that dog sponsorship wouldn't."
The initiative is similar to YMCA's longstanding Roomsponsor programme, also designed by Bluefrog, which informs supporters about the progress of the young people who stay in a sponsored hostel room.
"We feel that Kennelsponsor can match other programmes, such as the YMCA's Roomsponsor," said Phillips. "We hope that it will be both successful and long-lived. It can be sold in a variety of ways and is appealing to all age groups - so we have high hopes for it."
YMCA is unconcerned about the similarity of the two campaigns. "There is obviously no conflict of interest here as people will give to each campaign for different reasons," said Catherine Lawson, direct marketing manager for YMCA England.