Cats Protection and Guide Dogs are both launching new direct mail appeals, asking for help for specific age groups of beneficiaries.

Cats Protection has launched a campaign to raise funds for older cats in their care, while the Guide Dogs is sending out an urgent appeal for funds for blind and partially-sighted people under 17 years of age.

The Cats Protection campaign, developed by DMS, has a target cash ask of £17, but will also include a direct debit donation option. The charity hopes to achieve a four-year RoI of 3.04.

Meanwhile, Guide Dogs campaign, put together by TDA, will be emphasising an urgent need for additional funds for young people after the charity lowered the age at which beneficiaries can apply for a guide dog.

Both campaigns will target their warm supporter bases as charities increasingly shy away from cold direct mailings.