Client:

Kensington Cat and Dog Home is a fictional animal rescue nonprofit that specializes in rescuing, treating, and rehabilitating cats and dogs. The organization then connects animals with foster care providers and permanent new homes. The audience is people over 50, no specified gender. They are often business owners and/or recently retired. They love animals—many have or have had pets at some point in their lives—but they are currently unable to take in anymore animals. However, they would love to support animal rescue work.

Challenge:

Running a large scale animal rescue organization is an expensive feat with lots of operating expenses. As a nonprofit, Kensington is funded solely by donor support and fundraising efforts. Their main objective is to increase the amount of people who become monthly donors by 5% every month.

Solution:

I created this page to tap in to the emotions of users and show them how their generosity could tangibly save animal lives. By leading with "Helping Save Animal Lives...and You Can Help!" as the headline, I grabbed the users' attention with an overwhelmingly positive idea—while simultaneously appealing to their inner sense of connection with animals and their desire to make a difference in animal lives.

Following with "Kensington Cat and Dog Home—3 Million Animals Saved" as the subheading, I established the Kensington's brand name in the users' thoughts, while also using it's accomplishments to establish trust and credibility in the org's work.

From there I used emotional appeals and storytelling to establish strong emotional connection between the audience and the organization. Lastly, I included a newsletter opt-in for users' to stay up to date with Kensington's work and impact.