Fundraising Email
Project: Giving Tuesday Campaign (November 2024)
Asset: Fundraising email
Company: Victory Village – STEM Nonprofit for Underserved Youth
Objective: Solicit donations to support 2025 program funding. The email reached 163 targeted contacts, including volunteers, parents, and past sponsors—individuals with a history of donating or expressed interest in the program. The campaign leveraged the momentum of the national Giving Tuesday initiative.
Tools: Wix Studio (email marketing), Canva
My Role
- Built a segmented contact list from the company database
- Wrote copy for a 3-part email series, including a Save-the-Date
- Designed layouts in Canva using photos from past events
Collaboration & Strategy:
- Coordinated with stakeholders to finalize recipient list and review email content
- Maintained a clear, approachable, and donation-focused tone
- Emphasized the real impact of contributions to drive engagement
Testing & Optimization
- Tracked recipient engagement using Wix’s analytics
Results (April 2024 Launch)
- 95% delivery rate (155 delivered )
- 72% open rate (111 opened)
- $825 raised within one week of final email
Customer Email
Project: Electricity Rebate Program (2022)
Asset: Customer email
Company: Direct Energy Canada
Objective: Support the rollout of Alberta’s Electricity Rebate Program, which offered $150 in rebates ($50/month for three months) to help residents manage increased electricity costs from winter 2021–2022. Direct Energy received a high volume of customer inquiries about eligibility. To address this, the company sent targeted emails to eligible customers and launched a landing page explaining the program—aiming to build trust through clear, proactive communication.
Tools: Microsoft Word, Salesforce Marketing Cloud
My Role
- Wrote the email copy in compliance with government guidelines
- Collaborated with customer care and legal teams to ensure clarity and accuracy
Collaboration & Strategy:
- Collected key program details to craft customer-friendly messaging
- Worked with the email marketing team to align the email layout and content
Results (April 2024 Launch)
- Significant drop in customer service calls about the program
- Freed up call center agents to handle other inquiries more efficiently
Email Copy Sample
Important Message Emails
Email Copy Sample
Hi [Customer Name],
Alberta is facing freezing temperatures and precipitation, with Environment Canada warning of record-high demand on the power grid.
Your comfort and safety are our priority. Here are some quick tips and resources to help you stay prepared in the days ahead:
Winter Weather Tips:
- Stock up on food, water, and essentials to avoid travel during severe conditions
- Keep pets indoors and protect any vulnerable plants
- Insulate exposed pipes to prevent freezing
- Let faucets drip slowly during freezes to avoid pipe bursts
- Stay updated through trusted news sources for weather and road alerts
- If you experience a power outage, contact your local utility or visit:
directenergy.ca - Prolonged Power Outage Tips
For more winter safety tips, visit:
directenergy.ca - Winter Weather Emergency Tips
Project: Important Message Emails
Asset: Customer Emails
Company: Direct Energy Canada
Objective: Support customer retention by sharing timely, helpful information. Customer Care wanted to notify customers about potential high demand on the power grid during extreme cold and offer tips to conserve energy while staying safe and warm.
Tools: Microsoft Word, Salesforce Marketing Cloud
My Role
- Wrote email copy for the Email Marketing team to execute the campaign
- Researched practical energy-saving tips and ensured accuracy of information from Environment Canada through collaboration with Customer Care
Collaboration & Strategy:
- Worked with the Email Marketing team to align content and layout
- Focused on making the message clear, informative, and customer-focused
Results
- Stakeholders noted improved trust and customer experience, supporting retention goals
- Leadership requested a reusable content library for future urgent communications; I created an Excel-based repository to provide emergency messaging quickly
Important Message Emails
Project: Covid-19 Customer Support (2020)
Asset: Customer email
Company: Direct Energy Canada
Objective: Inform customers about the Government of Alberta’s Utility Payment Deferral Program, introduced in March 2020 to support those facing financial hardship during the COVID-19 pandemic. The program allowed eligible customers to defer utility payments without penalties. In addition to a landing page, Direct Energy sent emails to share this information, aiming to offer helpful resources and build customer trust.
Tools: Internet resources, Microsoft Word, Salesforce Marketing Cloud
My Role
- Led content strategy for both the landing page and email communications
- Wrote all copy for COVID-19-related customer support assets
Collaboration & Strategy:
- Worked with cross-functional teams to ensure accuracy and value in all communications
- Prioritized clarity, accessibility, and usefulness in the messaging
Results
- Received positive stakeholder feedback on content quality and tone
- Customers responded well, appreciating the transparency and helpful guidance
Email Copy Sample
