Hi! My name is Cliff McCloe. When I saw that you were looking for someone to “build audacious ideas to accelerate philanthropy and dismantle the status quo,” I raced to apply. I’m so excited about the position that I created this custom site just for you.
Ready to live the Virtuous values.
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A Heart for the Nonprofit Space
Nonprofits do the hard work of transforming our shared beliefs into the work that bolsters our spirits and saves the lives of the people we love. I’ve had the pleasure and privilege to help organizations like World Vision, The Leukemia & Lymphoma Society, The Legal Foundation of Washington, and The Boy Scouts of America fundraise for causes dear to all of us.
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Versatility on Tap
Your next Copywriter will need to craft a wide variety of materials tailored to the needs of disparate audiences. I have deep experience writing across a variety of media, including websites, email campaigns, blogs, social media, case studies, eBooks, webinars, video scripts, and other marketing materials
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A Knack for Big Ideas
No project is too small to make a big impact. The key to going big? Legendary 60s ad-man Howard Luck Gossage used to say, “I don’t know how to talk to everybody, only to somebody.” I try to put that sentiment into everything I do.
See how I collaborated with teams to squeeze big results from seemingly tiny projects.
A selection of non-profit work
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World Vision Digital Fundraising Campaign
To help drive sponsorships, they asked us to develop two campaigns: one targeting middle-aged women in general and the other targeting the Hispanic segment of that audience. We created videos, banner ads, and a landing page to help bring that message home in a way that would resonate with each unique audience.
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Legal Foundation of Washington Fundraising Video
The Legal Foundation of Washington seeks to ensure access to civil legal aid for all people in Washington and to improve equity in the civil justice system. To help them achieve their vision of a society where poverty and race are not impediments, my team and I created a fundraising video for their Endowment for Equal Justice campaign.
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Raven Rock Ranch Fundraising Video
Many Pacific Northwest children who have experienced extended trauma find solace in equine-facilitated horse therapy at Raven Rock Ranch. These troubled kids make significant gains by learning to bond with and care for horses. This video not only explains the neurology behind the therapy but also puts prospects in a troubled teen’s shoes.
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The Day I Found Out Social Media Campaign
The Day I Found Out was a Seattle Cancer Care Alliance website with professionally made videos that told people’s stories of the day they found out they had cancer. But when the advertising agency that created the campaign took over ownership of the site and its Twitter account, we were left with two problems: we weren’t cancer experts and we had virtually no budget to film new videos. Fortunately, the intern copywriter had an idea.
A proven approach to fundraising
When you’re addressing a prospect or current donor, you have to craft a story that checks off a lot of boxes. It has to capture the audience’s attention. It has to answer the question, “What’s in it for me?” It must also balance facts and data with genuine emotional content. And it has to propose a solution, reinforce key benefits, and gain agreement. That’s a tall order!
See the storyboarding tool that helped fundraisers at The Leukemia & Lymphoma Society implement a rational structure for building an emotionally rich story to move their prospects to action.
