World Vision New Zealand
Since January 2026, I lead content writing at World Vision New Zealand, one of the country's most established child-focused NGOs. The role spans two sides: shaping voice and copy across all channels, and leading how the organisation uses AI to write at scale without losing the human craft that makes its content trusted.
The role was created in direct response to the changing content landscape. As AI reshaped how organisations produce and protect their voice, World Vision NZ recognised it needed a senior writer to lead the function, not just contribute to it.
The Writing
I shape voice and copy across website, EDMs, Direct Mail, campaigns and social. The work spans audiences that need very different things: donors, partners, sponsors, supporters, children, and internal teams. The underlying voice has to hold across all of them.
World Vision's voice has to do work across forty years of brand equity and a donor base that spans generations, while still feeling alive to the world right now. The challenge is finding the line between heritage and currency. Authority and warmth. Urgency without despair. A recent example was for the Middle East Crisis Appeal, of which I wrote copy for the DM and all eDM’s as well as the website.
The World Vision 40-Hour Challenge
Aside from the World Vision New Zealand heritage brand, I’ve worked extensively on the World Vision 40 Hour Challenge Campaign for 2026. I crafted all eDM’s across different journeys, totalling an estimated 100 or so individual emails. I also shaped website copy for the campaign, which is currently in the build up phase.
The AI piece.
I’ve led World Vision NZ's organisation-wide AI platform evaluation, comparing Writer and Claude across eleven criteria for a ~60-person NGO audience.
The evaluation considered cost, nonprofit-specific integrations (Blackbaud, Benevity, Candid), security, and mission alignment.
The recommendation: Claude, for organisation-wide adoption. The reasoning sat at the intersection of practical fit (nonprofit integrations, cost differential) and values fit (Anthropic's safety-first approach aligned with World Vision's brand obligations to children, donors, and partner communities).
Alongside the evaluation, I'm developing the editorial guardrails that let AI accelerate output without compromising originality, judgment, or taste. This is work that is ongoing,