The Share & Care Foundation is a non-profit organization dedicated to empowering women, children, and families in rural India. Through partnerships with grassroots NGOs, their team employs locally tailored solutions that create ripples of change throughout larger regions.

As a lead copywriter, I oversaw the development of content for Share & Care’s quarterly newsletters, annual impact reports, and other marketing collateral. I crafted campaign copy, mentored junior copywriters to ensure consistency in voice across print and digital, and edited translated content provided from NGO volunteers to improve clarity for English-speaking readers.

A SUDDEN Pivot: covid-19 disaster relief reporting & fundraising

In so-called normal times, Share & Care focuses on four “signature” areas: women empowerment, education, healthcare, and village upliftment. However, in times of crisis (after the 2017 Gujarat flood or the 2004 Indian Ocean tsunami, for instance) the organization’s Disaster Relief committee takes the helm. This incredible response team rallies NGOs, Signature Program chairs, celebrities, and individual donors to raise funds and distribute resources where they will have the greatest impact.

When COVID-19 took hold in early 2020, the Disaster Relief team leapt to action — and our marketing team followed. We pivoted our content strategy to focus exclusively on pandemic relief, especially as news out of India became increasingly dire.

By the time we released our June 2020 newsletter, Share & Care had provided 100K+ individuals with supplies like N95 masks and grocery kits, funded a 75-bed COVID-19 hospital in Gujarat, and equipped nearly 50 remote communities with pandemic awareness and education.

Within a year, the organization had provided support for communities in 15 states across India — from the streets of Mumbai, Maharashtra to the rural villages of Uttar Pradesh. In July 2021, using data from NGO partners and testimonials from dozens of beneficiaries, we compiled a 45-page impact report for Share & Care’s virtual Pandemic Relief & Recovery Fundraiser.