Kensington Cat and Dog Home (Spec) - About Page

The client: Kensington Cat and Dog Home is a non-profit organization founded in 1901. Its sole purpose is rescuing, rehabilitating and rehoming sick and injured cats and dogs. Donations and fundraising initiatives entirely fund the organization, and they do not receive any assistance from the government. They have a policy not to euthanise any healthy animal.

Target Audience: Men and women over 50 who are either retired or are business owners. They are animal lovers who own at least one dog or cat and have kept pets for most of their lives. They are not positioned to take on more pets, however, they want to support the non-profit’s work.

Tone: Empathetic, Supportive, Caring.

Objectives: They have relaunched their website and want to increase the number of people who make regular monthly donations. They would like more people to sign up for their regular newsletter. Their goal is to increase the number of monthly donors by 5% each month.

Tactic: In the opening headline I appeal to the proactive and caring nature of the reader. This approach will resonate with animal lovers looking for a meaningful way to help a cause dear to their hearts. I used the quote from Jane Goodhall to open the first paragraph, as it unites all animal lovers concerned about animal welfare. The reader was led to learn more about the Kensington Cat and Dog Home’s history, values and methodology. This gives a sense of trust and informs the reader’s choice.  My approach is inclusive with an invitation to join the mission of the community by making a monthly donation. There are three buttons to click to donate, and a pop-up section with a call-to-action to sign up for the newsletter. The pop-up section has a headline inviting the reader to be part of the community for change. It also captures a name and email address.

Graphic Design by Jessica Koretz