spca News letter (spec ad) process

 Company: The SPCA is a no-kill animal shelter that takes in homeless, abused, and neglected animals, including dogs, cats, birds, and reptiles.  They are also a charity that has the power to investigate animal welfare cases, bringing justice to animals.  

Challenge: To reach out to recent and new shelter adoptees and donors to gain support for the animal shelter.  

Solution: The letter uses a heartwarming, friendly, yet urgent tone.  Empathy and urgency are created by using real-life examples and the “story” approach of two specific animals and their challenging circumstances, along with the specific needs of the shelter