THE CLIENT
Kensington Cat and Dog Home is a philanthropic organization, funded entirely by donors, that prioritizes care for animals in need: they provide medical treatment and rehabilitation, as well as foster and permanent homes for cats and dogs.
THE TASK
The Creative Brief required copy for an About Us page for the re-launch of their website. Included in the requirements was Call to Action that redirects visitors to a donation page where they can sign up to make regular monthly donations. They also asked for a pop-up prompting visitors to sign up for the company’s newsletter in order to increase the number of subscribers.
THE Approach
The target audience for this website was men and women aged over 50 who are often business owners or recently retired. This audience has a deep love for animals, and they are interested in doing what they can to support animals in need.
With this in mind, I took on a friendly, empathetic tone that warmly invited viewers to be a part of this deeply important work and make a difference through monthly donations. The aim of the About Us page was twofold: 1) To inform readers about the life-changing work that Kensington provides, and 2) To give website visitors an avenue to take part in this work and truly make a difference. Likewise, the aim of the the pop-up is to welcome readers and potential donors to stay in touch with the organization and provide Kensington a means of increasing their subscriber base.