A closer look at the work
Rebuilding a newsletter that people actually opened
The situation
A non-profit events and retreat centre in the Lake District was sending regular email newsletters to its community. The content was there, but open rates and click-throughs had plateaued, and the newsletter wasn't consistently translating into event bookings.
What I did
I redesigned the newsletter format to lead with the most compelling update rather than a list of everything happening. I rewrote the tone to be warmer and more accessible, coordinated with internal teams to make sure the messaging aligned with the programme, and set up an analytics routine so we could see what was actually being clicked.
The result
The redesigned newsletter increased open rates and click-throughs, and contributed to a measurable rise in event bookings. It also became a regular channel rather than a sporadic one, something the team could rely on month to month.
Running communications across a full year of programming
The situation
A small arts charity in Cumbria needed consistent communications across a busy annual programme of events, exhibitions and volunteer-led activity. The role covered everything from trade accounts to volunteer outreach, with no dedicated comms team.
What I did
I managed communications across website, email, print and social media. This included writing and scheduling newsletter content, updating the website and booking system, producing printed materials for events and exhibitions, and coordinating outreach to volunteers, media and trade contacts. I also led the annual events programme from planning through to post-event reporting.
The result
Communications ran consistently across a full year of programming, with volunteer outreach and event attendance both maintained through the period. The combination of digital and print channels meant the organisation stayed visible to both local audiences and visiting trade contacts.
Translating technical work into clear marketing content
The situation
I work across several high-end client accounts in sectors like bespoke manufacturing, civil engineering and structural engineering. These are technical fields where the substance is strong, but the marketing often struggles to make that substance legible to non-specialist audiences.
What I did
I develop tailored social media strategies for each account, write and edit case studies and project-led content, manage website updates across WordPress and Wix, and handle PR and media outreach. I also carry out on-page SEO work, optimising content structure, headings, metadata and keyword usage, and build monthly performance reports tracking social media and digital marketing performance.
The result
Clients now have consistent, professional communications across social media, websites and PR, and the case study and project content I've written directly supports their business development work. The reporting gives account leads a clear view of what's working and what to adjust.
Fundraising and content support for a defence and security nonprofit
The situation
A small UK nonprofit working in the defence and security sector needed support with fundraising and marketing. Like many mission-led organisations of its size, it runs on limited resources and relies on volunteers for specialist functions.
What I did
As a volunteer, I supported the organisation's fundraising activity and produced communications content aligned with its mission. This meant working within a sector where clarity, credibility and careful messaging matter, and doing so alongside a day job. That means being realistic about what volunteer capacity can actually deliver.
The result
The organisation has consistent fundraising and marketing support it wouldn't otherwise have. I've also built a genuine understanding of how lean, mission-driven teams in the defence sector operate, and that experience directly informs the work I do for similar clients.
How I write these
Client names are left out, partly to respect confidentiality and partly because the specifics matter less than the shape of the work. What each case study captures is the situation, what I did, and what changed. If any of these sound like a problem you're facing, that's usually a good place to start a conversation.
Let's talk about your project
Based in Cumbria, working with organisations across the UK and beyond. Send a note and I'll come back to you within a couple of days.
highgroundcomms@outlook.com
Location: Cumbria, UK, remote and UK-wide
Availability: Freelance, remote