Guide Dogs fundraising account awarded to Forster

LONDON - The Guide Dogs for the Blind Association has appointed integrated agency The Forster Company to handle its direct marketing business as part of its drive to increase fundraising by 500% over the next five years.

The Forster Company has been briefed to develop a campaign to recruit charity runners for the 2005 Flora London Marathon. Direct mail will aim to convince people already in the process of applying for a place in the race to raise money for the charity when they run.

The agency will then be tasked with garnering support for Guide Dogs' fifth annual Shades for a Day event next summer, when members of the public donate £1 to wear their sunglasses to work or school.

The Forster Company won the charity's direct business following a competitive pitch that was whittled down from a shortlist of 12 agencies.

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