The Client

The Kensington Cat and Dog Home is a fake organisation that specialises in caring for, rehabilitating, and providing medical treatment for cats and dogs in need of homes. It also helps with training, arranging foster care, and finding permanent homes.

The Challenge

There were two parts of this spec – the first was writing a full about page. The goal was to increase the number of monthly donors to the organization by digging into the good work they do, while appealing to people who couldn’t take in another pet themselves, but still wanted to do more to support pets in need. I wanted to highlight the years of experience and history of the organization. At the same time, this is still an about page, and the call to action needed to be softer than a direct appeal for donations.

The second element was writing a pop-up asking visitors to sign up for Kensington’s newsletter and increase the number of subscribers.

The Approach

For the about page, I started by coming up with a short summary that emphasized the years of experience the organization had to show how good they were at their work and why it mattered. The next step was to break down all the benefits they provided for pets in need and how those helped the cats and dogs in their care.

I studied real organizations for inspiration while drafting the pop up for the newsletter so I could be specific about what subscribers would get out of signing up. From there, I broke down the benefits of having that information.