The cost of training and providing a Guide Dog is extremely expensive. Furthermore, as a not-for-profit organisation Guide Dogs NSW/ACT receives no government assistance, relying on individual and corporate donations. Guide Dogs NSW/ACT therefore sought to tap into the corporate sector for major donations to train and support a Guide Dog for two years ($26,000 ea).

With clear targeting, we profiled C-suite decision makers (CFOs, CEOs, etc) across metro Melbourne, Brisbane and Sydney.Our creative idea was driven by the simple truth that you could change a life by sponsoring a Guide Dog. Using a dog collar to symbolise the progression from puppy to Guide Dog, our creative cleverly demonstrated the journey a puppy makes through its training, connected to the costs of its tuition, and wrapped it up with an emotional attachment to the animal. We also gave recipients a real collar that could end up on their own pet.

We mailed just 170 packs and each requested a $26,000 investment. Our goal was a response rate of two.

After only four hours (only the first 40 packs were in market) we had our first dog sponsored. The next day, we received a second donation of $26,000 from a private individual who challenged her company to match it. Our target was achieved in less than 24 hours.