Cats Protection is piloting a new fundraising campaign that replaces the usual cute fluffy kittens with starker images of injured animals that it has been able to help.
Aimed at a 'cold' audience, the test mail-shot will go out to 30,000 potential supporters next week and will be accompanied by direct debit forms.
Cats Protection is also sending out a control pack to 60,000 people to measure the effectiveness of its new, tougher approach. This pack contains a traditional fundraising campaign, including a questionnaire to expand on information on the charity's profile, a direct-debit form and pen.
In its new harder-hitting campaign, Cats Protection didn't want to go as far as using the kinds of images of cruelty used by some charities, according to a spokeswoman. "We're focusing on serious issues without resorting to sensationalism," she said. The campaign comprises 'before and after' images that show the reality of the cat's life, and the care given by Cats Protection.