Email Marketing Copywriting

Help Virginia's Kids Belong engage their community with an email series that gets their message across in a clear and compelling way.
Virginia's Kids Belong
Richmond, VA, USA
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Virginia's Kids Belong
Richmond, VA, USA


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Posted October 12th

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Project Details

What We Need
  • Well written copy for an email series (3-5 emails), or significant edits to an existing campaign
Additional Details

Looking for help developing my Giving Tuesday plan for this year. We have a general theme, goals, value proposition. Haven't done GT before or developed a multi-email campaign. If possible this would also connect to a Social media campaign.

What We Have In Place
  • We currently have previous fundraising materials, which should make it easy for you to get started. We also have experience in Giving Tuesday with other orgs, and the ability to provide any other information you need.
How This Will Help
This project will save us $3,002 , allowing us to expand our I Belong Project video shoot into Northern Virginia before year end helping more kids make intro videos to attract adoptive families.

VKB is trying to expand our fundraising footprint and grow into other regions in our state. Giving Tuesday is a key opportunity to capture the momentum that already exists that gets our message out to those who read our newsletter but have never given.

Project Plan

Prep: Distribution of Prep Materials
  • Volunteer Manager provides examples of existing communications and marketing materials such as links to website and social media, brochures, and other collateral
  • Volunteer Manager provides brand messaging guide and marketing strategy (if applicable)
Milestone 1: Information Gathering
  • Volunteer Manager and Professional connect to discuss goals of email marketing, target audience, and desired style and tone of writing
Milestone 2: First Draft
  • Professional shares first drafts of email copy with Volunteer Manager for feedback with respect to style, tone, clarity, and length
Milestone 2: Finalize Copy
  • Professional incorporates feedback and submits final copy for review
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About The Org

Virginia's Kids Belong
Our Mission

Over 5,000 kids in Virginia's foster care system are in crisis, largely invisible to the community, and left to feel like they don't belong. We dramatically improve their experience and change their outcomes so that these kids can thrive in safe, loving families and supportive communities where they belong.

What We Do

Virginia's Kids Belong is a collective impact organization that leverages and unites the power of the government, faith, and business communities toward the plight of kids in foster care.

Virginia has a dire shortage of foster and adoptive families which hurts kids' ability to find belonging.
VA is also 47th in permanency, meaning more kids age out without an adoptive family in Virginia than only three other states.
According to an Annie E. Casey Foundation study, kids who age out of foster care cost taxpayers over $300,000 over their lifetimes in social welfare costs.
A large percentage of them will be addicted, incarcerated, homeless, pregnant, or the victim of a crime within 2 years of aging out.

VKB utilizes a unique three-legged stool model with each sphere representing a key leg of the stool (faith/business/government) and the creative sphere representing the crossbar that connects the legs together.

We have programs for each sphere that, when implemented, capitalize on each sphere's leverage and create momentum to meet our goals and objectives and end the crisis for kids, families and workers in Virginia's foster care system.

Creative Sphere Program: The I Belong Project is our creative sphere program where VKB hosts a video shoot experience for kids whose parental rights have been legally terminated and who are waiting for an adoptive family. To date, approximately 50% of kids who participate in the I Belong Project find adoptive families within 6 months versus staying in the foster care system for potentially years.

Business Sphere Program: The Foster-Friendly Business program engages business leaders to include foster families in their HR employee benefits package, offer special discounts to foster families, hire an aged-out youth, donate to the mission, or help raise awareness through peer-to-peer education. We launched this program right before COVID hit, but our signature business is the YMCA which offers foster families a 50% discount to foster families at all their Virginia locations.

Government Sphere Program: A public-private partnership between state and local Virginia Departments of Social Services that coordinates efforts in the government sphere to raise awareness and engage Virginia leaders in other spheres to be the solution for children, families, and workers in Virginia's child welfare system.

Faith Sphere: While VKB is not a faith-based organization, we do believe that the faith community is one of the largest untapped resources on the planet when it comes to vulnerable kids. We engage faith communities, not because of religious beliefs, but because it works. People of faith are 8 times more likely to foster or adopt than the average American. Our faith sphere program "Belong" equips faith leaders across the Commonwealth to care for vulnerable children and families; educates their faith community on how to recruit, support, and retain foster and adoptive families and prepares faith communities in how to best work with government in the best interest of kids.

- By uniting all of these spheres, we saw a 20% increase in the number of foster families last year compared with a less than 5% increase or even net losses in previous years.
- To date, approximately 50% of kids (fluctuates between 48-52%) who participate in the I Belong Project find adoptive families within 6 months versus staying in the foster care system for potentially years.
- During COVID, we organized a drive that put a "Foster Care Survival Kit" with toys, games, snacks, and crafts into the hands of foster families impacting 10% of the kids in care in less than 30 days. It was an "opt-in" program, so 100% of families who requested a kit received one.

The populations who are better because of VKB's work include:
- social workers whose jobs are made infinitely easier b/c of a surplus of families and support
- kinship, foster, and adoptive families who have wrap-around support teams to run errands, provide meals. and give babysitting relief
- anyone who helps because it changes them in ways they couldn't imagine
- and most importantly, kids in care who find belonging in a safe, loving family whether that's through reunification or adoption


Trudy was a delight to work with on this fundraising project! She brought so much more to our discussions than just help completing a task and providing copy. Her encouragement and coaching gave me the confidence to be bold in my recommendations and produced a far greater outcome than we had even imagined. Trudy combined a lifetime of skills and experience with a keen ability to understand the nuances of our work. She listened to our needs and provided well-thought out direction and clarity when I had none. She empowered me to think differently and "flip our message" to provide a fresh, engaging, and well-received appeal. She even went above and beyond by adding her voice to drive the message into social media to get us started. The results included exceeding our financial goals, significantly increasing the number of new donors, and raising awareness by shining a spotlight on the extreme vulnerability of young adults facing ‘aging out’ of the foster care system. In addition I now have a model for future campaigns and a new friend! I highly recommend Trudy for any project where you need a reasoned approach to defining your messaging and a solid writer who can correctly write to your organization's tone and voice. I wish I had a way to have her on my team for every project.
Karen Parsons
Karen P.

Volunteer Manager

Email Marketing Copywriting Project

This project was a joy to work on. First because VKB is doing such inspiring work for kids who really need their support and second, because Karen Parsons was an ideal partner. She articulated VKBs mission with clarity and passion and made it easy for me to immediately understand what they needed to do and relate to their values. I would be honored to work with them again.
Trudy Frection
Trudy F.


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