The Lovejoy Foundation

Fixing a Broken System to Unlock Growth

Role: Volunteer Creative & Brand Director
Timeline: 6 monts
Moment: Rebuilding the foundation for growth and impact

The Lovejoy Foundation does critical animal rescue work—but its systems weren’t set up to support it.

There was no real digital presence, no online donation capability, and no structured way to manage information or communication. Everything from fundraising to record-keeping was manual, fragmented, and time-consuming.

The opportunity wasn’t just to “refresh the brand.”
It was to fix what was slowing the organization down.

The Problem

• No website infrastructure to support growth or engagement

• No online donation system in place

• Inquiries and communication difficult to manage

• Dog records tracked through handwritten files

• Unclear roles and constant back-and-forth slowing the team down

Without change:
◆ Time and energy would continue to be lost to inefficiency
◆ Opportunities for donations and adoption would be missed

The Approach

I rebuilt both the external experience and the internal systems—so the organization could operate more effectively.

Built the foundation from scratch

• Designed and developed a new website to clearly communicate mission, urgency, and impact

• Wrote all site copy to guide users toward meaningful action

Enabled conversion and growth

• Implemented the organization’s first online donation system

• Structured the site to function as both an information hub and a clear supporter pathway

Fixed internal systems

• Replaced handwritten records with a centralized Airtable system for tracking dogs

• Clarified roles and improved communication to reduce back-and-forth

• Introduced simple workflows that made day-to-day operations easier

Worked within real constraints

• Delivered the entire project with zero budget as a volunteer

• Built, wrote, and designed everything end to end

The Result

• 15% increase in donations after launch

• 50% increase in website traffic

• 10–15 additional weekly inquiries from potential adopters and supporters

• Centralized, usable system for managing dog records

• More efficient team operations with clearer roles and less friction

Most importantly:

◆ More people could find, trust, and support the organization
◆ The team could spend less time on admin—and more time on rescue

Why It Matters

This is what happens when you fix the system, not just the surface.

Even in a zero-budget, volunteer environment, the same principles apply:

• remove friction

• create clarity

• build structure that supports action

That’s the work I tend to do—step into something that isn’t working, fix the underlying issues, and make it easier for everything else to move forward.