Cats Protection traditionally achieved direct mail success with premium mailings. But for an emergency mailing, the charity stripped down to basics and earned more than triple its targets, writes Nick Pride.

Like many animal welfare charities through these tough economic times, Cats Protection is struggling. As the recession hits, increasing numbers of people are having to give up their pets as they lose their homes or suffer from a drop in income which makes looking after a cat a real financial struggle. Furthermore, fewer people are willing to adopt an animal, and donors are finding it harder to give. As a result of this, the charity needed to act fast to counteract the shortfall in funds needed for caring for the cats over the harsh winter that was to follow.