THE PROBLEM
Our shelter relies heavily on an aging donor base, threatening long-term fundraising. We need to pivot to millennials and drive high-intent website actions to fund our 100% donation-backed operations.
Cat Rescue & Adoption Network (CRAN) is a volunteer-run, nonprofit organization dedicated to rescuing, caring for, and placing cats from the Eugene–Springfield community into loving homes.
THE STRATEGY
We target a core millennial tension. They crave social impact but experience fatigue from heavy charity infographics, so we trade static lecturing for shareable, community-driven storytelling.
THE CREATIVE
We pair pop-culture trends with raw mobile video from foster parents, curate top content from partner shelters to anchor ourselves in the niche community, and distribute quarterly newsletters to retain donors.
THE OUTCOME
Our 90-day insight-led shift delivered 12,888 total views with a +32.9% reach expansion, generated 572 active community interactions, and drove a +10.8% increase in direct profile visits straight to our donation portal.
