A new fundraising campaign by the International League for the Protection of Horses is to eschew shocking images of animal cruelty and focus instead on positive images of rehabilitated horses that are being cared for by the charity.
The league appointed the direct marketing agency Target Direct in February to overhaul its fundraising strategy, and its new 'Adopt a Horse' scheme is the first campaign to reflect the new strategy.
"There is a certain audience who will respond to harrowing images, but, equally, many people will be turned off by those," said Ray Clark, Target Direct's managing director.
"The campaign aims to attract more thoughtful, concerned, long-term donors," he added.
Clark said that the new "positive portrayal" campaign will encourage supporters to move away from ad hoc giving and to buy into the organisation's aims.
The Adopt a Horse campaign aims to attract new donors and build a more committed relationship with new and existing donors.
Mail packs will be sent to 50,000 prospective donors this week. Supporters will be asked to pay £5 per month and will receive a quarterly newsletter.
The campaign will focus on the case histories of five horses, and will detail the ongoing work that is required to care for and re-house the horses.