How the change in positioning and new rules of interaction with the audience helped establish systemic fundraising

The case of the Happy Lapky charity project

What about

We can present the same news in different ways, and depending on the presentation, the feedback from the audience will differ. Kind of obvious, isn't it? But when it comes to practice, many organisations struggle with it.
The case of the Happy Lapky initiative illustrates how the change in positioning and new rules of interaction with the audience helped establish systemic fundraising for animals from the de-occupied territories.

How it started

Nika Ukraine charitable foundation contacted our agency. One of their key projects, Happy Lapky, helps critically ill pets and war-affected animals. But it began to lose interest of the audience, resulting in decrease in donations.
Our task is to “revive” the pages of the initiative in social networks and restore the audience's interest in it.


Input data

Happy Lapky had basic pages on Facebook and Instagram and a Telegram channel. However, the names of the pages on the networks differed. One was called "Animals of War," the second was "Happy Paws," and the third was "Happy Lapky". The name "Happy Lapky" did not appear on the foundation's website at all.
The page mainly posted photos and videos of the affected animals. The images were often shocking. In addition, the page published posts about another direction of the Foundation's work — the preparation of armoured vehicles for the front.

What was the solution

First of all, we unified the name of all pages. Happy Lapky can be easily found on social media now. Then, we archived irrelevant posts.
We also decided to add a little bit of that "happy" for our Lapky through the design and content. To do this, we updated the logo. By the way, it depicts the dog of the organisation's founder — a team member Bonya. She was rescued after being stabbed in occupied Bucha.

Design is the key!

Next, we took up the design of the pages. Added more colour, edited the profile header, updated highlights and diluted the grid.


Fiiiiine, content is important too!

found that 87% of the readers are women. Among them, we identified three main groups: those who already have a pet, those who only dream of it (our adoption materials were targeted on them), and animal volunteers.
Therefore, we created posts with useful tips for pet owners and those who plan on becoming them. We also started introducing the audience to the Foundation's dependents on their behalf.

And to make it all reader-friendly, we replaced longreads with posts in the carousel and reels.


Ok, but what about the donations?

That is an easy part. The updated design and video content got the job done. Page coverage has grown. We replaced the general fundraisings in support of the organisation with targeted ones: we raised funds to help a specific animal or to buy a specific medical device.
Now you can help not only money-wise. There is an option to donate pet food, supplies and consumables (medicinal cotton, bandages, antiseptics) for the Happy Lapky sterilisation station.

Bring the results in!

In three months, we increased our coverage on Instagram by more than 400% and by more than 1,000% on Facebook.
Profile visits increased, too: from 4,500 to almost 7,000 on Instagram and from 431 to 1,500 on Facebook.

The amount of donations for the period of our work increased by 6.7 times.