The Wayfinder went to the organization’s full mailing list, including donors, partners, and supporters. I redesigned the newsletter, then took full ownership of it, choosing the theme, curating the stories, writing the articles, designing the email, and sending it.

The Redesign

When I took it over, the newsletter was plain text or with a single image. I redesigned it into a magazine-style format, with fun mini articles inside a letter format, clear sections, and visuals that made each issue easy to scan and enjoyable to read.

The Editorial Approach

I built each issue around a theme tied to the organization’s work, like healthy relationships, embracing change, and belonging. Every issue opened with a personal letter that set up the theme and connected it to the community’s impact as a whole.

I wrote in a warm, conversational voice so readers felt like a friend was updating them, and highlighted key phrases in bold colour so skimmers could still catch the main points. Each issue also tied back to current campaigns, thanking supporters and showing them why their gifts mattered.

The Results

Both views and open rates went up after the redesign, and the newsletter became a consistent, recognizable touchpoint with the community.

The magazine format gave each issue room for more stories, so one email could carry program news, youth moments, and impact stats at once. Each section linked out to the website or social channels, turning the newsletter into a way to send readers deeper into the organization’s work. Paired with the warm storytelling, it kept supporters connected between campaigns, so when the next ask came, it reached people who already felt part of the community.