KATHRYN CORENA

Creative Freelance Copywriter to Nonprofits

COPYWRITING PORTFOLIO CONTACT: KATHRYNCORENA@GMAIL.COM

About Me
I provide smart, strategic, and creative copywriting support to organizations that are changing the world.

I bring several years of experience and a deep commitment to mission advancement to each of my client engagements. I've worked in a variety of nonprofit roles including legal services coordinator at the Ella Baker Center for Human Rights, and more recently, have served as a communications and development consultant to nonprofits in the fields of social services, education, rare disease research, and human rights. Copywriting has emerged as one of my specialties. Having worked both on the nonprofit and agency side, I bring a unique and full understanding of the nonprofit communication and development landscape to every project I work on.

Links to Copywriting Samples

ANNUAL REPORTS

Girl Power 2 Cure 2011 Gratitude Report Arc of Westchester 2012 Annual Report

EMAIL CAMPAIGNS

Intact America 2012 Year-End Fundraising Appeal Police Athletics League of NYC 2012 Emergency Hurricane Sandy Appeal

NEWSLETTERS

Girl Power 2 Cure Power On March 2011 Edition Arc Westchester Fall 2012 Debut Newsletter

DIRECT MAIL

Intact America 2012 Year-End Fundraising Appeal Arc Westchester 2013 Membership Appeal Police Athletics League of NYC 2012 Emergency Hurricane Sandy Appeal Saint Vincent Services 2012 Thanksgiving Appeal

COPYWRITING PROJECT CASE STUDIES

Arc of Westchester
DEBUT PRINT NEWSLETTER: Imagine 2012 ANNUAL REPORT: Opening Doors to a Bold Future
www.westchesterarc.org
THE CHALLENGE Arc of Westchester stopped producing a print newsletter several years ago and were looking to integrate it back into their communications calendar with a more donor centric focus. Additionally, they were looking to update and refresh their annual report to correspond with a newly redesigned website. MY WORK Working collaboratively with Arc leadership, I helped craft a theme, outline, and timeline for both publications. The newsletter mirrored the theme and design elements of the annual report and strongly emphasized the connection between the individual donor and the difference they were making in the lives of Arc of Westchester participants. The annual report language was more donor centric and had a storytelling core - focusing on the lives and successes of Arc of Westchester folks. I wrote all of the content for the newsletter and a majority of the annual report. THE RESULTS Both the debut edition of the new print newsletter and the annual report produced a significantly higher amount of revenue than their previous editions and were very well received by supporters. As a way of building organizational capacity, a newsletter template with content recommendations was provided so that the client could replicate the success of the debut edition and produce a quarterly newsletter on their own.

Intact America
I Did Not Consent Year-End Fundraising Campaign www.intactamerica.org
THE CHALLENGE Intact America had a robust and active online community that were responding well to advocacy calls to action but were not making donations. They had not done any direct response mailings or online appeals. IA had a $25,000 goal for the campaign based on a matching gift amount donated by a major donor. MY WORK In partnership with client leadership, I created an integrated yearend campaign that consisted of a direct mail package and email series that leveraged the matching gift opportunity. The email series was timed to coordinate with the direct mail drop and ran throughout the month of December. The core content reinforced the need for advocacy from the community while stressing the importance of financial support as well. I crafted the timeline and theme for the appeal, as well providing all copywriting support. THE RESULT It was a successful first-ever fundraising campaign with returns surpassing their goal and a significant increase in year-end online giving.

Police Athletic League NYC

Hurricane Sandy Relief Fund Integrated Fundraising Campaign www.palnyc.org
THE CHALLENGE

To craft and deploy a rapid integrated fundraising appeal in response to the devastation of Hurricane Sandy on PAL early education centers and after-school programs. Knowing that timeliness was critical to the success of the appeal, PAL wanted to deploy both a direct response package and email series in a very short timeframe and leverage an emergency matching gift donation from board members. Based on the recounting of the damage witnessed by PAL executive director, I wrote a very personal, heartfelt appeal in the voice of the executive director - a majority of past appeals had been in the voice of the founder of the organization. The letter stressed the extent of the damage, the urgency of the financial need, and the opportunity to have all donations matched. The email series had the same voice and theme, had a customized landing page for the Hurricane Sandy Relief Fund, and an automated thank you that was specific to the appeal. I wrote all of the content for the direct mail letter and online components. The Hurricane Sandy Relief Fund campaign was conceptualized, crafted, and deployed within 10 days. Both offline and online responses were excellent, capitalizing on timeliness and the generous matching gift

MY WORK

THE RESULT

Girl Power 2 Cure

ONLINE COMMUNICATIONS PROJECTS Editorial Content Curation, E-newsletters & Social Media www.gp2c.org

THE CHALLENGE To keep GP2Cs online supporters engaged and updated consistently. The organization had a growing email file but had not been communicating with supporters on a consistent basis or in a meaningful way that engaged them in volunteer opportunities, outreach efforts, or online giving. MY WORK Creation of an editorial calendar of monthly touches including a monthly e-newsletter and accompanying social media content. The e-newsletter, titled Power On!, included program updates, fundraising successes, donor and volunteer highlights, and integrated with their social media communities. I wrote the content for the newsletter and made social media content recommendations that integrated with the newsletter theme for that month. THE RESULT Excellent feedback from supporters, increased online giving, and increased engagement within their social media communities.