Best Non-profit Email Message

African Wildlife Foundation (AWF) is Africa’s leading wildlife and land conservation organization. While their programs are complex, they require simple and compelling ways to communicate the importance of conservation to their audience. A recent surge in rhino poaching provided a key opportunity to spread awareness about the dangers of poaching, educate people about the solutions, and inspire them to take action. We responded to the challenge by creating a jarring yet informative rhino infographic.

Two versions of the infographic were created to work as a stand-alone piece and part of an email series welcoming new constituents to AWF’s ranks. This also allowed us to test imagery in the header to see if audiences responded to graphic depictions of poaching. We have depicted the winning image – the more graphic option – in our submission.

Special attention was paid to making copy and design work together seamlessly as the user moves through the reasons for poaching, AWF’s solutions, and further ways to engage with the issue. Eye-catching rhino photos, custom icons and bright colors attract the user and compel him/her to scroll down. A donation ask and buttons at the bottom of the graphic take advantage of the reader’s new found awareness and serve as powerful fundraising and social sharing tools.

Contributors:

SANKYNET

Location: USA