Organization: The Kensington Cat and Dog Home is a fictional shelter for abandoned cats and dogs. They are a no-kill shelter funded only by fundraising and donations.

Audience: Primarily adults over 50 who love animals and have the funds to support the home’s work, but for various reasons are unable to take in an animal at this time.

Problem: Develop an About page that describes the home’s work and inspires monthly donor sign-ups, increasing them by 5% a month. Also, create a pop-up to encourage newsletter sign-ups to grow their email list.

Solution: The About page copy centres around how the home has helped tens of thousands of animals since opening 125 years ago. It includes specific numbers regarding how donations help the animals and stories about how specific animals were rehabilitated and rehomed. With several donation buttons throughout the page there are ample opportunities to donate. The pop-up copy focuses on receiving regular updates on the animals they love, with a CTA requiring minimal information.