FUNDRAISING NEWS: WWF adopts personal approach in mailing

CLAIRE SAMES

WWF-UK is sending out videos to supporters as part of a new campaign to generate funds to help save the snow leopard from extinction.

Five thousand high-value donors across the UK are to be targeted by the direct mail campaign in the run up to Christmas.

The mailing, which was produced by Proximity London, contains a video of rare footage of the elusive snow leopard. Also included are factsheets and labelled prints of the snow leopard, which have been taken using automatic trigger cameras by researcher Ashley Spearing.

The snow leopard appeal aims to generate £37,500 to expand WWF's established education programmes and field patrols in countries such as Nepal and Pakistan.

Each high-value donor will receive a covering letter, which refers to the level of support they have given in the past and the difference this has made.

Each letter has been hand signed by Leila Lloyd-Meza, fundraising executive for high-value donors at WWF. The response phone number shown in the pack is her direct line.

An appeal form is also attached, which describes how donations of £250, £750 or £1,000 can help.

Lloyd-Meza said: "This is one of the most personalised packs that WWF has ever produced. As well as highlighting an extremely urgent situation, this pack makes each supporter feel that he or she is making a real difference."

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