The Dogs Trust: spon­sor a dog scheme, tele­vi­sion commercials

Exhibited by
October 26, 2009
Medium of Communication
Broadcast and television
Target Audience
Type of Charity
Environmental / animals
Country of Origin
Date of first appearance

SOFII’s view

These television commercials are really part of the Dogs Trust Sponsor a Dog exhibit but they show such good use of DRTV they are worth an additional airing here. Unusually for nonprofit DRTV in the United Kingdom these ads made a profit from their first showing. Quite exceptionally, the early ads achieved a return on investment of five to one.

Creator / originator

NCDL/ Dogs Trust working initially with Burnett Associates Limited and latterly with 141 Worldwide, the Dogs Trust’s current advertising agency.

Summary / objectives

To recruit dog sponsors.


Dogs Trust is the largest dog welfare charity in the United Kingdom. Every year, Dogs Trust looks after around 15,000 abandoned dogs at its nationwide network of 17 re-homing centres. The Trust aims to find new homes for all dogs, and no healthy dog is ever destroyed. Dog sponsorship is a superb fundraising product that sits happily with Dogs Trust’s brand. Dogs Trust is an upbeat, positive organisation that celebrates the dog/human relationship. Dog sponsorship reflects these values perfectly.


These are very instructive ads. Anyone wanting to raise funds on broadcast media would do well to take note of what the Dogs Trust has learned.

The Dogs Trust

The Dogs Trust – the very first DRTV ad featuring the voice of the late Johnny Morris, presenter of Animal Magic.