They underwent a major rebrand and launched new programs and services focused on proactive and progressive solutions to accessible care and animal homelessness. Now, they are not only helping animals, they're also helping families in the community care for and remain with their pets.
While their programs, services, and messaging reflected this change, their fundraising appeals did not.
Appeals remained largely focused on traditional shelter stories: an injured cat, a sick dog, a neglected animal in need of extra care.
But what about those pet parents who can’t afford pet food? Or those who have to say goodbye to their pet because of the costs of vet care?
I pushed Toronto Humane Society to break new storytelling ground by shifting the fundraising focus from shelter animals to the families fighting to keep them. I interviewed and wrote an appeal from the perspective of a desperate (and very real) pet owner named Taz who, thanks to Toronto Humane Society’s services, would remain with her beloved animal.
This marked the first time that the CEO wasn’t the letter’s author. It was also the first time a client could speak to donors from a first person perspective.
My efforts opened the door to more diverse urgent stories that continue to shape their fundraising to this day.
Select the image to read the letter. Or check out the story on Toronto Humane Society's website.
