Task:
The Latina Institute knew that the Fifth Circuit Court of Appeals would release a ruling on mifepristone in the summer of 2023. The development team urgently tasked us with creating two rapid-response emails with a drip follow-up: one in light of a positive ruling and one in light of a negative ruling. The goal was to have the copy for both situations pre-approved by the executive director to disseminate it as soon as a ruling was issued.
I wrote the copy for both ruling situations from the executive director's voice and submitted it to the Latina Institute team in three hours. The ED and policy team made minor edits and approved it the following day.
I created the hero assets in Canva, using a deep red to create an immediate sense of urgency.
I set up the campaign landing page in WordPress, using the same email language and visuals.
When a ruling was issued in August, my colleague and I quickly sent last-minute email previews to the Latina Institute team, and the policy team made last-minute adjustments.
Due to our preparation, the email was sent just over an hour after we received news of the ruling.
Result:
This email received the most donations from a Latina Institute fundraising email we had ever worked on, 25% more than the second-best performing email. This was due to our preparation, strong copy, tact, and strategy for creating a sense of urgency.
- CRM: EveryAction
- Design: Canva
- Landing Page: WordPress
