what i offer

If you’re working with smaller budgets, I can provide a one-person outside eye to help optimise creative. From DRTV to Direct Mail, Paid Social to Press Ads, I can get underneath your creative and provide detailed feedback to help it achieve your goals - at all stages of your supporter journey.
CHANNELS OFFERED:
- DRTV
- RADIO
- PAID SOCIAL
- DISPLAY
- EMAIL
- WEBSITE LANDING PAGES
- DOOR DROP
- INSERTS
- PRESS ADS
- COLD DM / PAM
- WARM DM
- OOH
- TELEMARKETING
- FACE 2 FACE
Adept at evaluating creative targeted at different audiences via different media channels, understanding how to tailor copy and imagery to each to achieve optimum response, whether a channel operates by itself or in combination with others.
INTEGRATED CAMPAIGNS:
Creative Lead for the flagship Crisis at Christmas Campaign for several years.
I can advise on creative for campaigns integrated across multiple fundraising channels plus interplay with Brand and priming collateral.
Experience of forming headline and key messaging for integrated campaigns through worskhops and collaborative working.
Ensuring headline and key messaging flows through all channels to provide a consistent, coherent and powerful narrative for the campaign.
Understanding through post-campaign analysis of previous campaigns which channels are having the greatest impact, with an awareness of multiple touchpoints being as important as that last-click.
DIGITAL INTEGRATION:
With donations increasingly made online, and all channels now having an online response mechanism, I can advise on integrating the creative journey with landing pages.
I can advise on donation page journeys to optimise UX and provide a smooth, frictionless process to minimise abandoned payments.
I can also help you with knowledge on audience targeting including use of lookalikes, as well as tracking and attribution.
Engaging. Authentic. Persuasive. Understanding your brand values, tone of voice and what is unique to your offering that will hook audiences, whether that be for longer-form channels like Email, Door Drop and Inserts, quick-hit attention-grab channels like Social, Display and OOH, or a combination of both.
CHANNELS OFFERED:
- DRTV
- RADIO
- PAID SOCIAL
- DISPLAY
- EMAIL
- WEBSITE LANDING PAGES
- DOOR DROP
- INSERTS
- PRESS ADS
- COLD DM / PAM
- WARM DM
- OOH
LONGFORM CHANNELS:
Strong understanding of how to form powerful pieces in longer form channels with higher dwell-times.
- Opportunity to delve deeply into a cause
- Exploration of the problems and the solutions
- Using fuller stories to illustrate case, elicit empathy and show human side to the work.
- Presentation of a deep and persuasive case for giving.
SHORTFORM CHANNELS:
Appreciation of how to write for lower dwell-time channels.
- Headlines and shorter copy that hit with immediate impact
- Drawing audiences in to find out more
- Pulling out key aspects of work and stories that will most strongly grab audience attention.
- Being that final last-click piece of collateral that triggers a donation.
MULTI-CHANNEL INTEGRATED CAMPAIGNS:
Working on integrated multi-channel campaigns means I can ensure alignment and a cohesive creative journey for audiences.
As scriptwriter then Head of Creative at TM agency Listen Ltd, I produced TM scripts working closely with existing copy from a wide range of clients’ cold and warm emails and print pieces, ATL channels, plus digital channel collateral as it grew in importance within the charity fundraising sector.
Working client-side, I produced copy in-house for mail packs, inserts, emails, social posts, web pages and press ads, copyediting to update control creatives, also working closely with creative agency partners, providing detailed feedback and strong guidance on copy to ensure optimal ROI.
If you need scriptwriting and video production, this is my chief passion. Following a Master’s degree in Advanced Theatre Practice I have used my storytelling skills on various projects, scripting fundraising socials videos from brief, directing talent, overseeing production from beginning to end, and being client-lead on the Crisis at Christmas DRTV adverts throughout my time there.

With DRTV still having its halo effect and video content becoming ever more significant for digital channels, this is work I relish both in terms of its importance and process.
From receiving or initiating the brief, working on scripts, recruiting cast and crew, organising and working on shoot days and overseeing the edit - whether doing that directly myself or working closely with with agencies to - I hugely enjoy the journey from conception to completion and delivery.
With a parallel career in film, TV and theatre, this has always been an area I want to focus more on within my fundraising career. Over two decades experience in both the dramatic arts and fundraising sectors have given me a network of freelancers from both with whom I work. Amongst these are BAFTA winners who have worked on series like “The Trip” and Channel 4’s “I am…” who are keen to be involved in work with social purpose.
Together we can lend high quality expertise and experience to all projects, delivering results that will gain strong engagement and impact. Crisis’ most recent DRTV ad creative – driven by me to feature 3 interlocking stories of beneficiaries - when used as part of Google Performance Max has achieved completion rates above 70% both years it has been run.
I also have experience of pre-release audience testing, working with providers like System 1. If you need support or work on any section of the creative process for DRTV or online video content, please do look in my direction!
I have many years’ experience editing and creating from brief direct dialogue scripts for Face-2-Face and Telemarketing campaigns, tailored to audiences and responsively updated to optimise results. My background in theatre, TV and film also means I can train teams in how to best use these scripts for top quality interactions that translate into top results.

With my fundraising career beginning in Face 2 Face and Telemarketing, in both progressing from fundraiser to team leader, and then in TM all the way up to scriptwriter, Call Centre Manager and then Head of Creative, I have an intimate understanding of direct dialogue channels.

My promotions in TM came through an ability to identify areas where scripts could be improved to respond more effectively to target audiences we spoke to, amending, testing and rolling out in a live environment.

As a scriptwriter I worked from brief, and was trusted by clients like Save the Children and CRUK for many campaigns to look at their website and request further information for me to decide on what the creative should be, having been briefed on target audience, including any previous interactions with the charity, and campaign type – Acquisition, Conversion, Upgrade, Reactivation.

At the same time, due to my dramatic arts experience, I could train fundraisers on the nuances of script, where to lay emphasis, how to make key points stand out, all whilst having a natural and flowing conversation. A key thing would be to understand the fundraisers’ natural manner of speech and how to work with that rather than trying to fit them into an awkward standardised box.

Having joined Listen soon after its founding I was able to use these skills to help build the agency quickly into an award-winning sector leader – increasing our share of NSPCC acquisition work from 50-100% within 6 months due to stunning results, and offering TM services to smaller organisations like the British Lung Foundation who had struggled to make TM work with other agencies.

I managed TM and F2F for Whizz-Kidz and TM for Crisis, establishing call listening practices to ensure quality control, and always working closely with scriptwriters and agencies on briefing and training their staff. One of my final tasks at Crisis was working on scripts and helping to set up their first F2F campaign.