The Reading League
As a research-driven organization, The Reading League had no trouble reaching academics and education experts. But their messaging was often too dense for educators, parents, or potential donors just starting to learn about the science of reading. With a sprawling website and siloed programs, they needed a clear, unified strategy to guide users and grow support.
Through extensive audience surveys and collaboration, I created a comprehensive messaging guide with:
Core messaging scripts for both general audiences and donors
Key talking points for six audience groups: teachers, administrators, parents, researchers, policymakers, and supporters
Clarity around what actions each group should take next
I also helped restructure their large, complex website. Working with internal teams, we mapped user journeys around stakeholder needs, wrote copy for 10 new pages, and helped simplify how users discover and engage with the right content.
Alongside the website, I conducted group interviews with department leaders to identify communication gaps and built a cross-program strategy that connected engagement opportunities (like events and training) with donor touchpoints.
Angela Burgess (Broad Oaks Consulting) used my communications guide to present a full-scale development plan to The Reading League’s team and board in New York. With unified messaging and a clear user journey, the organization now has the tools to convert interest into support. They’re on track to reach more teachers, families, and donors with a story and strategy that work.
After working together, The Reading League’s Development Director Anne Marie Smith said:
“Working with Christian, I felt we were building something that doesn’t just speak to donors, but will connect with everyone who cares about this work. I truly believe this site will resonate with educators, advocates, and future supporters alike.
I know it’s taken a lot of work to get here, and I’m so grateful for your partnership. Thank you for sticking with it and bringing so much thoughtfulness to the process.”
