AdvisorTeam.com Case Study

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AdvisorTeam.com Case Study

When I was hired, AdvisorTeam (subsequently absorbed into Keirsey.com) had just begun to turn a profit from its online version of the Keirsey Temperament Sorter, a personality profiling instrument similar to the Myers-Briggs Type Indicator. These personality tests are popular with job seekers, career counselors, and professionals, so the company decided to develop a career-focused report to capitalize further on David Keirsey’s intellectual property.

Working with a designer, I developed the modular structure and wrote the copy for the 16 versions of the Career Temperament Report, which has been sold online continuously for more than 15 years. Keirsey.com company has since produced several new reports using the template I devised.

Barbara Ruth Saunders is a writer, editor, and writing coach.

Sierra Club Case Study

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Sierra Club Case Study

Almost every American has heard of the Sierra Club, the environmental organization founded by John Muir. The Sierra Club leads hikes for nature lovers, operates educational programs for schools and communities, and advocates for conservation. The Sierra Club is a 501(c)4 nonprofit that engages in political advocacy and therefore is not tax-exempt.  It has 65 chapters and 400+ groups. The Sierra Club Foundation is a 501(c)3, a tax-exempt public charity and the fiscal sponsor of the charitable programs of the Sierra Club and other organizations. The Sierra Club’s communications challenge is to explain its vast portfolio of activities to audiences with fundamentally different motivations — activists, idealists, and citizens who simply want to engage with the people and places around them. This requires that they produce multiple versions of collateral in different voices. My most recent project for the Sierra Club was a set of fact sheets that will be used as leave-behinds in fundraising conversations. Development officers will use them to inspire high-net-worth donors to contribute to potentially game-changing projects.
Barbara Ruth Saunders is a writer, editor, and writing coach.

2nd Chance for Pets Case Study

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2nd Chance for Pets Case Study

2nd Chance for Pets has a multi-layered message to communicate. There are millions of homeless pets whose lives are in danger; 2nd Chance focuses on the plight of those who lose their homes because the owner has died. I wrote a short tagline that the nonprofit used on the home page, “If you find it hard to think about life without your pet, imagine your pet’s life without you.” The founder ran with it. She used the concept as the emotional “hook” for a short educational slideshow that makes pet owners aware of the issue, and urges them to learn more about how the organization helps owners make lifetime care programs for their pets.
Barbara Ruth Saunders is a writer, editor, and writing coach.

Stanford Alumni Association Case Study

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Stanford Alumni Association Case Study

Assignment: Text for a visual display in the Stanford Alumni Association lobby, a tribute to long-term alumni volunteers. The marketing manager wrote: “Here are some of the blurbs written about volunteers in the past. They are all a little dry and boring, examples of what we are NOT looking for. We are really looking to create a personality for the volunteer, not just listing their accomplishments.” Sample in the old style: FRANCE CORDOVA ’69 CHILDHOOD AMBITION: Detective, Writer, Physicist LIFE AFTER STANFORD: France became the 7th Chancellor of the University of California, Riverside, July 2002. Prior to this appointment, she served as Professor of Physics & Vice Chancellor for Research at UC Santa Barbara. Cordova was named one of the “100 Most Influential Hispanics”, and one of the “80 Elite Hispanic Women” by Hispanic Business Magazine. New profile voice: HOLLY WOOD ’68 It’s little wonder that Stanford feels like home to Holly: All seven of her children are alum, too. As a prospective student, she observed that the people she met from Stanford were “open, curious, and willing to share.” Her current involvement with Stanford confirms that impression. She sees her children being encouraged, as she was, “to look at the whole world.” One daughter has worked on the Martin Luther King Papers Project. Holly loves her work on University fundraising campaigns: She gets to talk to other alums who represent a “diversity of ethnicity and economic backgrounds” and who share her eagerness to give back to Stanford.
Barbara Ruth Saunders is a writer, editor, and writing coach.