This fundraising email was developed as part of a campaign connecting Ecojustice’s legal work on forestry standards to a moment that was already top of mind for Canadians. It was sent to a national supporter base of environmentally engaged individuals.
In summer 2021, wildfires were raging across Canada, and British Columbia had just experienced a record-breaking heatwave that led to more than 600 deaths. I built the message around that moment of urgency, drawing a clear connection between the destruction of old-growth forests and the climate impacts people were already witnessing.
I was responsible for shaping the narrative, writing the email, and guiding it through approvals. The goal was to take a complex legal issue and make it immediate, clear, and personally relevant, giving supporters a clear reason to act.
It became Ecojustice’s highest-grossing fundraising email of 2021, showing how connecting legal work to real-world events can drive action.
