About Us Page - Kensington Cat and Dog Home (Spec Ad)

Client: The non-profit Kensington Cat and Dog Home

Audience: Visitors to the Kensington Cat and Dog Home website, mostly animal lovers and pet owners who are professionals, business owners, or recently retired

Challenge: To create engaging copy serving a dual purpose: telling the story of the Kensington Cat and Dog Home, while also converting website visitors into monthly donors. The page needed to seem informative, which visitors would expect from an About Us page, while also being persuasive to convince them that this commitment was critical and meaningful.

Tone: Empathetic, Supportive, Caring

Strategy: To achieve this dual purpose, I infused the story of the Kensington Cat and Dog Home, which is pretty remarkable itself, with a sense of urgency and purpose to show how their contribution would make them an integral part of the team working to save innocent animals’ lives. The copy was intended to target the empathy of animal lovers and pet owners by telling the stories of individual animals who could have a better life because of their donation. It also looked to reassure the donor that this was a worthwhile organization with a long history of doing the right thing by animals and pet owners.