Bits and pieces across tech and nonprofit. Click a button, try something new, spare a donation.
Homepage sign-up experiment | Miro
As Miro's first growth marketing writer, I got to run weekly experiments with the web team. One asked a simple question — how do we get more users to sign up with their work email?
The fix was actually pretty straightforward: just tell them why. Namely, that using a work ID keeps their work and personal life separate. It drove a +1.61% lift in new corporate users (NCUs). This small but mighty number was statistically significant enough that we rolled out the same message across different spots on the site, and saw NCUs climb with every new placement.
Proximie customer story | Miro
The opening of this video says it best: bringing innovation to healthcare is exciting. It's why I loved working on this fast-paced customer story that showcases how Proximie uses Miro to deliver lifesaving patient care.
Fall fundraising | African Wildlife Foundation
This was one of my favorite campaigns to work on because I got to couple wordplay with devastating facts to do something important — fight for the future of Africa's iconic species. And it motivated AWF donors to increase their average gift by $8 year over year.
OOH | Lyft x Divvy
The copy for Lyft x Divvy's Chicago bike-share panels needed to be clear, functional, and designed to make biking around the city feel easy and effortless. Ride. Return. Repeat.
World AIDS Day campaign | amfAR
For amfAR on World AIDS Day, I wrote copy for this modal underscoring the organization's critical role in making AIDS history, paired with clean, effective design. See the accompanying donation form here.
Match campaign | Drug Policy Alliance
For an early Drug Policy Alliance campaign, the match opportunity needed to be bold with a rallying call to end the drug war. I helped conceptualize this modal to emphasize the match and the story. It ended up becoming the entire campaign’s theme.
Monthly giving campaign | The Nation
The Nation runs on no-holds-barred journalism. For their monthly giving campaign, I leaned into exactly that, including this email built around the idea that they simply don't cut a long story short. View the full email and Facebook ad here.
Direct mail: Year-end campaign | The Hunger Project
For The Hunger Project's 2019 year-end campaign, I centered the direct mail letter on one woman's story to make the mission to end hunger a personal one. Read the full letter.
Monthly giving campaign | African Wildlife Foundation
For the African Wildlife Foundation's award-winning World Rhino Day campaign, I wrote copy making the case for monthly giving as the best way to sustain conservation through the pandemic. See the full campaign here.