As Toronto Humane Society's lead storyteller, I was responsible for conceptualizing the creative components of fundraising campaigns. I sourced the story, photographed the animal(s), and wrote the letter copy.
For this specific campaign, I redesigned the envelope and letter to capture attention and drive action. Toronto Humane Society saw the value in this approach—so much so that they continued using this design beyond the initial campaign.
These elements were then leveraged through direct mail and across digital media.
Sourcing stories was a balancing act: urgency was key, but so was a happy ending for the animal. Details rarely came to me, and so I went to them. I interviewed and coordinated with veterinarians, animal care staff, volunteers, and anyone else involved with the animal.
Read about Macadamia by selecting the image on the left.
Letter from the CEO
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