Copywriting and StorytellingBranding and Brand Management

Website Design and Content ManagementSocial Media – Campaigns

Copywriting and Storytelling

• Built and led high-quality and efficient writing team supporting all staff of Feed the Children from executive level to fundraising by creating effective tools to support their work – Blog posts (under executive team bylines and editorial staff)– Website copy (landing pages, static pages, success stories on

donors/volunteers/corporate partners)– Newsletters to show specific categories of donors how they are

feeding children and building self-sufficiency– Speeches (for CEOs, celebrity partners, others)– Grants, proposals, and pitches (resulting in more than $50,000 in

private donations from July – September 2014, government grants still pending as of this writing)

– Annual reports for Feed the Children and subsidiary World Neighbors– International story editing and coaching to improve the quality

of story and photo content sent by international PR staff for use in fundraising materials

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Branding and Brand Management

• Collaborated with external agencies and executive team to define, implement, and teach the new Feed the Children brand – look, feel, voice, values– Developed curriculum and resources to help staff master the new brand

and apply it within their jobs, including Spanish translations to equip Latin American employees to learn and master the new brand quickly

– Presented brand training to global staff so they would be prepared to live and speak the new brand in their roles

– Created and launched internal and external communications and promotions plans for brand launch to maximize national and local earned media opportunities, a multi-channel social media paid promotion campaign, and op-eds and interviews by credible executives

• Led team of writers through a refresh and rewrite of all marketing collateral into new brand, thus providing all staff with the resources they need to acquire and cultivate corporate, private, and individual donors

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Feed the Children Brand Book

(Full brand book available if interested)

Feed the Children Brand Book

Feed the Children Brand Book

Website and Blog Designand Content Management

• FeedtheChildren.org– Collaborated with external agencies and internal digital

media team to create >80% of content needed by deadline for new site launch, resulting in successful go-live of all desired Phase 1 content in July 2014• Managed team, research, fact-checking, and schedules to

meet go-live deadline• Hired freelance writers and trained them in new brand

voice

– Supported internal digital media team, donor relations teams, and communications & PR with high quality updated content, new stories, and press releases so the site remained dynamic and fresh

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Website and Blog Design (cont.)

• Blog.FeedtheChildren.org– Worked with external agency to create a design,

structure, and concept for new Feed the Children blog, resulting in successful launch in November, 2013

– Curated, created, and edited all submissions from executive team, international teams, and events to build an engaged readership, strengthen the organization’s reputation as a thought leader, and grow social-referred visits to website by 80% in the first quarter of FY2015.

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Website and Blog Design (cont.)

• Blog.WorldVision.org– Contributed compelling stories from communities in

Bolivia and Sri Lanka resulting in dozens of new child sponsors

• Joyinthisjourney.com– Designed personal blog and grew community of loyal

readers

Social Media Campaign

• Giving Tuesday 2014 –Think Again, a perception-change campaign• Goals:

– Correct misperceptions of hunger and poverty– Gain organic reach– Fundraise by acquiring new donors through the gift catalog– Prove the value of social media for fundraising

• Duration: one month• Contents:

– Set of perception-changing images to be posted 1 every 3-4 days– Video shorts– Social media posts tailored for each channel– Set of blog posts on each of the themes– Calls to action pointing to gift catalog’s related items

• Promotion:– Organic posts on all our channels– Hashtag #thinkagain– Social sharing toolkit provided to all supporters (corporations, artists, donors,

employees)– Twitter promotions (funded by nonprofit rebate from earlier campaign)

Eye-catching image

Misperception in reader’s words

Tagline

Fact countering misperception

URL to landing page