Christians Against Poverty (CAP) is a national charity. It provides award winning debt counselling services to some of the most vulnerable in society. These services are completely free of charge; strong marketing communication is key to their ongoing viability and growth. CAP has a strong internal comms team, who I have worked with on a number of projects. A range of materials is produced for various audiences, including supporters of the charity, the finance industry, the church infrastructure through which the charity operates and national media. Communication with clients is of course also key, making the often complex world of debt easier to understand and navigate.
This project for Christians Against Poverty had two elements. Firstly, working with the web team to provide client facing copy around some of the key CAP services. Secondly and integral to a wider SEO project, was to ensure the copy was optimal, to raise the profile of CAP online. The style of the writing was crucial for this project: jargon free and friendly, with the information clearly and unambiguously explained.