Change.org
The world’s largest petition platform for people-powered social change, using technology-driven petition and campaign tools to empower more than 475 million people in 196 countries to speak up on issues they’re passionate about.
Context and project goals
Build content strategy and marketing engine from scratch and develop content that reflects the brand and mission while driving key impact goals
Establish brand personality and voice
Optimize and centralize content creation and management workflows
Boost organic growth and existing user engagement
Create and test accessible UX/UI copy for new products, existing features and growth experiments
Partner with CMS and SEO vendors and performance marketing agencies
Team and scope of work
1x Content Strategist (me)
1x UX Director
1x UX Researcher
6x UX Designers
XFN Stakeholders: Product managers, engineers, data analysts, organizer support, email, growth, comms, new products, legal and country teams, CPO
SOW: As the only content strategy hire, build Change.org’s content strategy and marketing engine from the ground up, attracting and empowering hundreds of millions of people to take deeper civic action.
Conducted content audits/gap analysis, developed content strategy roadmap, and leveraged user research data to prioritize high-yield opportunities (headless CMS, updated IA, homepage redesign, improved UX/UI copy)
Developed and scaled a user-centric brand voice via glossary, styleguide, Canva templates, a content strategy hub in Confluence, and office hours to support platform, growth, new products, comms, email and legal teams on user-facing copy
Optimized and centralized content creation and management workflows by setting up content and copy asset repositories, user testimonial database, companywide editorial calendar, marketing Slack channel, and monthly cross-functional content marketing syncs
Boosted organic growth and engagement through content marketing initiatives like landing pages (wireframes and content), videos (scripts), blogs, lifecycle email programs, improved membership value proposition, “newsjacking” and better localization
Wrote, tested and iterated on new, accessible UX/UI copy for existing and new product features and growth experiments, partnering with cross-functional stakeholders including UX designers, researchers, product managers and data analysts
Procured a new CMS and partnered with external SEO and performance marketing agencies to improve discoverability and create impactful ad assets
UX Writing Landing Pages Homepage Redesign Brand Styleguide Glossary Video Medium Email Outcomes
UX Writing
New “Start a Petition” Flow
Write and test UX copy for new onboarding flow screens added to the start of the SAP flow for users creating petitions on Change.org.
Invite Team Functionality
Make it stand out
Write and test UX copy for new functionality on the petition starter dashboard that allows starters to add team members to their petition.
“Start a Petition” Landing Screen
Write and test UX copy for a new landing screen at the start of the SAP flow outlining Change.org’s value props.
Dashboard Daily Tip Card Experiment
Make it stand out
Write UX copy for 15 “tip of the day” cards that appear on a petition starter’s dashboard as part of a growth experiment.
Landing Pages
Paid Landing Page
Wireframe, write, and test copy for a landing page for potential petition starters coming to Change.org through paid Google and other online ads.
Impact Storytelling Landing Page
Research, plan, wireframe, write copy, and partner with designers to launch a landing page detailing the global impact of the Change.org platform.
Homepage Redesign
Change.org Homepage Redesign Wireframe
Analyze performance data, research, conceptualize and pitch a Change.org homepage redesign.
Brand Styleguide
Change.org Brand Styleguide
Research, create and pitch a document outlining the Change.org brand values, personality, key product principles, and voice and tone guidelines for all writers in the org.
Glossary
Change.org Glossary
Distribute press releases to the Healthcare and Technology corridors of BusinessWire, such as one announcing the public launch of the Gali mobile app.
Video
Change.org 2022 Kick-off Video
Create a regular newsletter program by writing, designing, coding and using MailChimp to send out a quarterly newsletter, as well as weekly insight digests, to all Gali subscribers.
Medium Blog
Medium Blog
Launch the company’s Instagram page and organically grow it to thousands of followers by updating it multiple times daily through a social media editorial calendar and influencer collaboration.
Change.org Email Experiment
An automatically generated email to a Change.org petition starter encouraging them to keep sharing the petition.
Outcomes
External
NPS score improvement across platform experience
Improved YouGov survey results in “familiarity” and “opinion” categories
Clearer membership value proposition
Improved, more accessible UX
Internal
Lifts in growth and engagement metrics
Improved marketing content ROI
Reduced cross-silo effort duplication
Empowered content creators