About Page & Pop-up
Spec Project for a Fictional Animal Welfare Charity
Client: Kensington Cat & Dog Home welcomes any cat or dog in need — providing medical treatment, rehabilitation, foster care and permanent rehoming.
Target Audience: Animal lovers aged 50+, often business owners or recently retired. Many already have pets and aren't in a position to adopt — but still want to support the charity’s work.
Challenge: Increase regular monthly donations by 5%, while encouraging more visitors to sign up to the newsletter.
Tone: Empathetic, supportive, caring.
Strategy: I used emotive storytelling to build trust and deepen connection — sharing real-life transformations that show the tangible impact of donor support. Warm, inclusive language positions the donor as a vital part of the mission, reinforcing values of compassion, care and community.
I also applied proven copy principles — from narrative framing and social proof to donor-centric messaging — to inspire regular giving and long-term loyalty.
Design: Self-designed concept piece.
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