The first trick here was just being super honest about the problem - we might be able to guilt Joanna Public into donating to Guidedogs SA/NT, but they don't really give a shit. What people do care about is their dogs... So the 'unlock' here was a tangential audience choice: Dog owners go to crazy lengths to please their furry vassals. Who would their dogs want them to donate to? Guide dogs. The Taylor Swifts of canines. Needing to raise $160,000, 450,000 registered dog owners seemed like a good place to start.