Client: The Young Masterminds Initiative, a nonprofit focusing on experiential education and mentorship. They are a BIPOC-led organization whose main program, Camping to Connect, takes young men of color from big cities on nature excursions to help foster leadership, brotherhood, and inclusion.

Challenge: I was brought in to write an email they could use for their Giving Tuesday campaign. They set some high fundraising goals, and they needed an email that spoke directly to their audience about the change their program has brought so far and encouraged them to support C2C by donating.

Solution: As I gathered info about the program and their goals, I was provided with a staggering statistic about how few BIPOC visit our National Parks. As a National Park lover myself, I knew we had to lead with that and demonstrate how C2C is an organization whose goal is to one day disrupt that. We focused on providing concrete numbers and goals, and a clear ask at the end. Understanding C2C’s target audience was immensely helpful here, and our goal was to use language and statistics that would speak directly to them.

https://prod-files-secure.s3.us-west-2.amazonaws.com/9756e57a-b126-4df7-a71f-cc9fe09fde2d/8324644b-bd68-43a5-800a-a76297809c28/Giving_Tuesday_Email_Draft.pdf