Copywriting for charities and foundations differs according to thematic, but a good story is the one thing that unites them all. That’s what gives the reader an opportunity to connect to their mission.

When writing for a charitable organisation, the focus is on steadying the balance between emotion and fact: inspiring high hopes alongside a grounded sense of reality. Then the key to language that feels ownable is a flourish that speaks to the brand’s value proposition. Oceanic wordplay for rowing-based empowerment charity. Hustle undertones and tailoring/fashion-specific language for a charity that dresses women from disadvantaged backgrounds for work interviews. And so on.

Having worked on Save the Children and philanthropy-focused projects for the Financial Times at Campaign’s Agency of the Decade Adam&EveDDB, I’m lucky to have insight into a global creative agency approach. My eye is constantly on the sector at large, with a particular interest in the creative work of Greenpeace and Give Directly: one of the world’s leading global poverty charities.

NGOs are among my favourite clients to work with. Not just because of the job satisfaction from helping fellow humans in some small way. But also because the output is often quantifiable. Being able to track donations raised, goals being reached. Having proof of true impact. That’s what it’s all about.