Mobilizing people to take action for animals
The Humane League (THL) needed to reach new audiences and build lasting relationships to build a passionate community of donors, volunteers, and activists ready to take action against animal cruelty.
Big Duck conducted extensive research to craft audience profiles and a persuasive messaging framework to help attract new audiences, boost community engagement, and advance their mission.
Identifying supporters’ mindsets
To strengthen relationships with their community, Big Duck organized a series of focus groups with staff, interviews with their community, and an online survey to better understand supporters’ motivations, values, barriers, and needs. Big Duck also conducted a peer scan to learn how other organizations engage with their audiences. Together, these insights guided the creation of five comprehensive and clear audience profiles: passionate vegans, people dedicated to corporate accountability, animal lovers, people who are impact-driven, and people committed to social justice. Big Duck then developed a ladder of engagement and a set of persuasive messages to inspire audience action.