The goal for this project was to design a template and write a monthly newsletter for the organization that would be easy to reuse and edit, while also guiding the reader to a single, clear CTA.
Wireframing & drafts
Email template wireframe
National CleanUp Day
An evergreen email campaign for a national environmental nonprofit
Where
Utah County, Utah
Email Campaign
What
Freelance project for nonprofit
Why
Role
Designer, copywriter
Nonprofits, environment
Category:
Nov 2022 - Feb 2023
When
Stakeholder goals
National Cleanup Day has been motivating citizens around the world to join and organize local cleanup efforts since 2017.
Despite having more than 21 million followers, National Cleanup Day has never sent an email series to its supporters.
21 million followers
No email newsletter
Missed opportunity!
Increase traffic
to website
Increase volunteer involvement
Build awareness
Their goals for the campaign:
I admittedly avoided the environmental space for a while because the "doom-and-gloom" messaging made my efforts feel futile.
National CleanUp Day is different. I was inspired by their outlook that caring for the planet can be fun, social, and a gateway activity to more involvement.
Why I joined this project
I admittedly avoided the environmental space for a while because the "doom-and-gloom" messaging made my efforts feel futile.
National CleanUp Day is different. I was inspired by their outlook that caring for the planet can be fun, social, and a gateway activity to more involvement.
Why I joined this project
What was stopping them?
They needed a consistent style for their communications that would represent their brand accurately and maintain inclusivity for a national and global audience.
The solution:
I crafted a voice and tone style guide for NCD’s brand messaging. To make sure I was on the right trail, I read and annotated their collection of published PR files.
I also interviewed a representative from National CleanUp Day’s partner, EARTHDAY.org, to understand their relationship and needs.
110
publications read & notated
1
partner interview conducted
I presented the voice and tone guide to the founder for sign-off before heading into the email drafts.
Voice & tone style guide
Voice
We’re inclusive and communal. We’re creating an awareness of our global connection with other humans and the natural world.
Our choice of words is professional, clear, and to-the-point.
We welcome our readers with purpose and sincerity.
We encourage action and entice world citizens to join together.
We create a sense of hope and empowerment at what we can accomplish together.
We use an active rather than passive voice because we want to energize our readers. We want to show how fun it can be to clean up together.
Tone
Our tone is positive and personable.
Some environmental groups try to motivate people with a sense of impending doom and gloom. That’s not how we operate.
We might remark on thoughtless littering and pollution, but we follow with encouragement by showing the inspiring effects that are produced when people choose to show up and help.
We model responsibility in our language and published materials by providing resources and guidance to people who want to join in local cleanup efforts. We enthusiastically direct them to appropriate safety guidelines.
Most of all, our wording celebrates and congratulates every cleanup effort around the world. We proudly publicize the efforts of everyone who is willing to share their work and show both their impact and their enjoyment.
The goal for this project was to design a template and write a monthly newsletter for the organization that would be easy to reuse and edit, while also guiding the reader to a single, clear CTA.
Wireframing & drafts
Email template wireframe
Results
X 12
National CleanUp Day now has a 12-month email newsletter campaign to build awareness with their subscribers and encourage their participation.
In addition, they now have a voice and tone style guide and an evergreen template for future campaign emails.
Voice & tone style guide
Voice
Tone
We’re inclusive and communal. We’re creating an awareness of our global connection with other humans and the natural world.
Our choice of words is professional, clear, and to-the-point.
We welcome our readers with purpose and sincerity.
We encourage action and entice world citizens to join together.
We create a sense of hope and empowerment at what we can accomplish together.
We use an active rather than passive voice because we want to energize our readers. We want to show how fun it can be to clean up together.
Our tone is positive and personable.
Some environmental groups try to motivate people with a sense of impending doom and gloom. That’s not how we operate.
We might remark on thoughtless littering and pollution, but we follow with encouragement by showing the inspiring effects that are produced when people choose to show up and help.
We model responsibility in our language and published materials by providing resources and guidance to people who want to join in local cleanup efforts. We enthusiastically direct them to appropriate safety guidelines.
Most of all, our wording celebrates and congratulates every cleanup effort around the world. We proudly publicize the efforts of everyone who is willing to share their work and show both their impact and their enjoyment.
Stakeholder goals
National Cleanup Day has been motivating citizens around the world to join and organize local cleanup efforts since 2017.
Despite having more than 21 million followers, National Cleanup Day has never sent an email series to its supporters.
21 million followers
No email newsletter
Missed opportunity!
Increase traffic
to website
Increase volunteer involvement
Build awareness
Their goals for the campaign:
What was stopping them?
They needed a consistent style for their communications that would represent their brand accurately and maintain inclusivity for a national and global audience.
The solution:
I crafted a voice and tone style guide for NCD’s brand messaging. To make sure I was on the right trail, I read and annotated their collection of published PR files.
I also interviewed a representative from National CleanUp Day’s partner, EARTHDAY.org, to understand their relationship and needs.
1
partner interview conducted
110
publications read & notated
I presented the voice and tone guide to the founder for sign-off before heading into the email drafts.
What was stopping them?
Why I joined this project
I admittedly avoided the environmental space for a while because the "doom-and-gloom" messaging made my efforts feel futile.
National CleanUp Day is different. I was inspired by their outlook that caring for the planet can be fun, social, and a gateway activity to more involvement.
Where
Utah County, Utah
Email campaign
What
Freelance project for nonprofit
Why
Role
Designer, copywriter
Nonprofits, environment
Category:
Nov 2022 - Feb 2023
When
Results
X 12
National CleanUp Day now has a 12-month email newsletter campaign to build awareness with their subscribers and encourage their participation.
In addition, they now have a voice and tone style guide and an evergreen template for future campaign emails.
National CleanUp Day
An evergreen email campaign for a national environmental nonprofit