Project details

• 2BCured is a small charity focused on raising awareness, funding research, and supporting families affected by GRIN2B disorders.
• The charity’s website and communications lacked strategic direction and consistency, making it harder to educate the public, attract donors, and support affected families.
• I created a comprehensive content strategy to guide web and social content, clarify messaging, and strengthen the organization’s online presence.

The challenge

• The charity needed to reach multiple audiences—donors, researchers, and affected families—each with different needs and emotional contexts.
• Existing content lacked cohesion, structure, and a clear brand voice.
• There were few internal resources available to maintain or evaluate content effectiveness.
• The organization needed a strategy that was easy to implement, emotionally sensitive, and designed to grow with the charity.

My role

• Led the development of the content strategy for the charity’s website and social media.
• Researched best practices for nonprofit health communications and reviewed content strategies from comparable organizations.
• Defined audience needs, content objectives, and tone guidelines in collaboration with the charity’s leadership team.
• Developed a strategy structured around three goals:
  
  • increasing awareness,
  • encouraging donations, and
  • sharing research updates.
• Provided editorial guidelines, content types, and SEO considerations tailored to a small team with limited capacity.
• Created a plain-language word list and tone guide to ensure all communications were clear, compassionate, and empowering.

Approach

I applied a strategic, user-centered approach to ensure the content was emotionally resonant and easy to maintain:

• Conducted audience research and defined personas to understand emotional and informational needs.
• Audited existing content and identified gaps in structure, tone, and clarity.
• Developed a flexible content framework aligned with the charity’s mission and capacity.
• Used plain language and inclusive design principles to ensure accessibility and empathy.

Team alignment and influence

• Collaborated closely with the charity’s leadership to co-create a strategy that reflected their values and goals.
• Delivered tools and templates that empowered a small team to create consistent, high-quality content.
• Provided long-term guidance for content planning, evaluation, and continuous improvement.

Outcomes

• Delivered a practical, tailored content strategy that the charity can apply across its website and social media.
• Helped the organization clarify its voice and message, making it easier to connect with donors and support families.
• Provided long-term guidance for monitoring, evaluation, and continuous content improvement.
• The strategy now informs all new content planning and development, including digital campaigns and educational materials.

Discover 2BCured's content strategy and explore 2BCured's relaunched website.

Tools and methods

• Audience research and persona definition
• Competitor and landscape scan
• Content audit
• UX writing with stakeholder feedback loops
• Strategic content planning (web, social, and fundraising content
• Plain language and tone-of-voice development and training
• Accessibility and inclusive language best practices
• Miro, Google Docs, Google Analytics, social media insights

This screenshot shows the redesigned homepage of 2BCured, a rare disease charity.

The new homepage features clearer messaging, a more action-oriented structure, and emotionally resonant language that supports the charity’s goals around awareness and fundraising.

I worked closely with the visual and UI designer to ensure the content and design reinforced each other, creating a unified, accessible experience for users.