A shopper’s best friend? This ingenious outdoor campaign for Battersea Dogs and Cats Home, an animal shelter in London, is one of the best examples of digital ideas in action. Unsuspecting shoppers would take a leaflet, only to be followed around the shopping centre by an unashamedly cute rescue dog in search of a new home. Mobilizing support is the prerequisite for raising funds. In Ogilvy on Advertising, David Ogilvy asserts that the main purpose of advertising for good causes is to raise the money for them. At the end of the day nothing changes, and “digital giving” – enabled by an online giving platform – will take an increasingly larger share of the donations bowl. As digital communications became more sophisticated, it is clear that aggressive, unbridled fundraising can be counter-productive. Data protection legislation in some countries makes it illegal, too. Brave charities, such as the UK’s Royal National Lifeboat Institution, which have moved to opt-in only communications, have not faced disaster so far. But this highlights even more acutely the need for the issue itself to have the salience which can only come from creative communications; and also to treat the donor with maximum respect. The donor