Legacies & loyalty programmes

I’m genuinely interested in people and what makes them tick, sign, buy or donate.

When I write, I always try to do it from a place of understanding and respect for my audience. This may mean interviewing my way to the truth, reading what supporters choose to read as well as the brief, or shopping where they typically shop. The ability to identify the ‘golden nuggets’ in a conversation also helps. For example, the meaningful analogy or observation that will connect with a much wider audience; I’m good spotting those.