Kensington Cat and Dog Home — About Page (SPEC)

Client: Kensington Cat and Dog Home

This hypothetical animal rescue organization has helped over three million animals. They welcome any cat or dog in need, providing medical treatment and rehabilitation, as well as arranging temporary foster care and permanent re-homing. Unlike some animal non-profits, Kensington Cat and Dog Home will not put any healthy animal to sleep.


Funded 100% privately, Kensington needed copy for their about page which would increase the number of supporting members and newsletter subscribers. Donors, usually aged 50 and over, are often business owners who do not have the time to volunteer personally or foster animals.

They also wanted to increase newsletter subscriptions with a pop-up form on the website.


To capture the attention of busy potential donors, the copy highlighted three main benefits in three sections: supporting a more compassionate future for cats and dogs (backed by Kensington’s results in a subheading), acknowledging the donor’s generosity (by funding needed services), and proposing that they belong to a like-minded group.

The call-to-action button reinforces the idea of belonging, plus emotional/financial support. It was tempting to lean into the organization’s national no-kill goal and point out the suffering of animals, but I opted for positive language. I also avoided the pitfall in bogging down the copy with the organization’s history and achievements.

To create a positive emotional connection, I used photos and captions to give examples of rescued/adopted animals. They bring home themes of benevolence, generosity, and gratefulness.

The pop-up newsletter sign-up form is concise and delivers the benefits of receiving positive stories while at the same time staying informed.

About page

Medium-sized image of Kensington Cat and Dog home about page mockup.

Newsletter subscription pop-up

Non-profit animal rescue newsletter sign-up form.