Client and Brief:

This is a spec piece for the homelessness and housing crisis charity, Shelter. This email will be received by prospects after they have signed up to the company’s email list. The purpose of the email is to entice the prospect to advance their involvement with Shelter by taking an interest in the volunteering opportunities.

My Approach:

Shelter’s cause is very much a serious topic but I didn’t want this to be an overwhelming theme for the first point of contact with the prospect. I used a light-hearted tone of voice throughout to create a sense of comfort with the prospect while still striking home impactful points about the issue at large. I wanted this to be about the prospect and why they should want to involve themselves more with Shelter, so I took a positive approach in terms of what the prospect would get out of furthering their involvement and hopefully enticing them to continue their research into Shelter. Utilising a clear yet unpressured CTA as this would be the first email in the campaign.