Quick facts
SERVICE
Content strategy + execution | Website content strategy + copywriting
OUR ROLE
- Copywriting
PARTNERSHIP
2023
Client
Melbourne City Mission (MCM) is one of Victoria’s most respected community organisations. It works with people experiencing homelessness and disadvantage to help create pathways to independence.
Sleep at the ’G is its flagship annual fundraising event. One night. Hundreds of participants. All raising funds to help young people experiencing homelessness build safer, more stable futures.
Challenge
After Covid, Sleep at the ’G needed a re-energised voice. MCM faced the challenge of:
- Re-engaging past participants after a disrupted event cycle
- Inspiring new supporters to get involved
- Communicating the emotional weight of the cause without tipping into guilt or fatigue
- Coordinating clear, motivating messaging across a high-volume campaign
- Equipping participants with content that made their participation meaningful
Every touchpoint mattered. And it all had to work together.
Solution
RM partnered with Melbourne City Mission to relaunch Sleep at the ’G with clarity, warmth and momentum – ensuring the campaign voice was consistent, human and action-driven from start to finish.
Our work included:
- Website content: Clear, engaging content that explained the purpose of the event, motivated sign-ups and supported fundraising action.
- eBooks & eGuides: A revamped Sleeper’s Guide that prepared participants emotionally and practically for the experience, while reinforcing the impact of their involvement.
- Email marketing: High-volume campaign eDMs written to drive action without overwhelming supporters.
- Email nurturing: Thoughtfully sequenced communications that supported participants before, during and after the event, keeping them engaged and confident.
Results
The post-Covid relaunch of Sleep at the ’G delivered a strong, values-aligned campaign that resonated deeply with participants:
- Over 800 participants were equipped with clear, motivating communications to make their night at the ’G truly meaningful.
- Campaign messaging was cohesive, human and energised across all channels.
- The internal MCM team was supported with reliable, high-quality content that reduced pressure during a demanding campaign period.
- The event successfully re-established its voice and momentum after disruption from the COVID pandemic.
Your wordsmithing has not only brought a new feel to the communication of the event, but the many eDMs you wrote took a lot of weight off our shoulders. When I work with people who know their shit, it makes my job so much easier – and the end result is that we all enjoy the experience.’
Melbourne City Mission