Cats Protection is abandoning its cautious approach to fundraising by asking 30,000 donors each to pledge £50 for health checks on rescued animals.
The organisation only began direct mail three years ago and admits it has been less than forthright in its requests. "We're trying to be more ambitious,
said head of operations Debbie Pearce. "At times we have been almost afraid to ask for donations."
The new mailshot, which is being sent out this week, asks givers to fund a "Moggy MOT", essential treatment and care for cats prior to rehoming.
Marketing agency TDA came up with the idea. "Flea treatment, blood tests and neutering are not very appetising subjects for an appeal,
said account director Jamie Taylor. "The concept of the 'Moggy MOT' communicates the reality of what needs to be done in a more palatable way."
Cats Protection will attempt to upgrade the most loyal of its 120,000 donors.