Client: Bread & Better is a charitable organization that works to fight food insecurity, primarily distributing bread and other baked goods.

Audience: Men and women ages 30 and up. They are frequently out participating in activities that connect them to people in their local communities. They prefer to volunteer because they want to see the results of their efforts in the world. They can be skeptical of donating to charities because they don’t know how their money is actually being used. But they are eager to give financial support to organizations that can demonstrate the impact of funding.

Tone: Energetic, inspiring, uplifting, hopeful.

Challenge: Craft energetic copy that is both informative and inspiring while including mandatory elements (donate button and sign-up form) that organically merge with the copy.

Strategy: I started with a headline that combines a sense of purpose (“Our mission”) and curiosity (“hope for the future”). Then I isolated three distinct qualities of the organization and explored each one with a subhead and body copy. This created focus and contributed to the copy’s strength and energy. I seamlessly worked in the donate button and signup form by sticking with themes of “community" and “impact,” allowing them to feel like natural inclusions. Throughout the page, I leaned heavily into the organization’s worldly impact to satisfy a results-focused audience and inspire support in the form of donations and newsletter signups.