Wordmatter Communications
Sector
Non-profits, communications
What we did
Copywriting
Year
2025
In short
Website content for a meanigful social enterprise that serves non-profits.
Prelude
Non-profits are in many ways the ultimate case study for resource management. They have to make do with limited budgets for everything from program management to outreach. In such setups, it’s easy to view communications as optional, or even dispensable. If we have hard-earned funds, why should it go towards (say) a social media campaign rather than on-ground activity? At the same time, good comms and building a good brand can be transformative for a non-profit. This is the push-and-pull that exists in this world!
About the client
Priya Pillai and Robin Abraham set up Wordmatter in 2024 to address this issue.
They are not another agency that seeks to do retainer projects for non-profits. Their model is far more interesting (and difficult). With their years of experience in non-profits like Gram Vikas and WoTR, their approach was to embed themselves within an organisation, set up communications capacity, and make themselves redundant within the system.
Yeah, you read that right. We had to re-read the initial questionnaire ourselves to believe it. They wanted to set up systems so that the organisation didn’t need them anymore. Wow.
They called it “enabling self-sufficiency”, a phrase we immediately fell in love with.
So when they came to us, Wordmatter was a name, idea, two people and a rough idea for how they would engage with non-profits. The first port of call was to get content for the website up. Which was more than just a matter of words.
Once in a while, comes a company doing something so wonderful we forget to keep track of time of our meetings. This was one.
What we did
We asked several questions. That seems like table stakes, but with each conversation, we could feel clarity coming through in their own minds. Are we an agency? A consultancy? Are we a non-profit? All these were thrown about to ensure we represented their ambition well, yet were able to make the target audience understand the offering.
We developed a website layout. What pages needed to be there, what segments within each. Again, this wasn’t a matter of just taking templates - we needed to deeply think about what made sense where. For example, the About page had to represent values. A separate page was devoted to what they help build.
Finally, we wrote the words. Nothing much to say here, we’d rather you just go to the site and check it out! This included two case studies based on Priya and Robin’s past experiences at Gram Vikas and WoTR respectively.
We wrote briefs for the designer and developer, who brought our words and the founders’ vision to life.
The outcome
Some parts of the site we love
Words that matter
Perhaps the best decision I made to give Wordmatter Communications a digital life was to reach out to Deepak and Divya from Rough Paper Creative. Trying to build the narrative for your own enterprise while setting up a bootstrapped organisation is rarely a good idea — you are stretched for time and bandwidth, and it’s hard to put something good into the world. I first met Deepak through The 6% Club creator course. The 6% Club’s website copy caught my attention — clear positioning, strong value proposition, and good writing. Working with Deepak and Divya was reassuring, smooth, and fast. They spoke to us multiple times, laid out a clear process from idea to product, and delivered quickly. If you are looking for thoughtful collaborators who combine skill with commitment, I can’t recommend them enough.
Priya Pillai, co-founder, Wordmatter Communications
What we learnt
While we feel this was certainly a good showcase of our ability to write, we think there were two major takeaways for us.
One - writing by itself is just a small part of our job. Most of it is really asking questions. It is something that Priya and Robin would come back later and tell us, that after every conversation they felt a little more clarity about their own business in their heads. That felt very gratifying. In fact, their words solidified to us what we do, and a few months later led to the words on our own new homepage.
Two - we loved the philosophy of “enabling self-sufficiency”. It signals intent, efficacy, and trust. The unsaid, implied message being “you don’t need to keep us on retainer forever to have success”. We are highly inspired by that as we continue to run Rough Paper and do right by those who pay us.
Credits:
Clients: Team Wordmatter
Priya Pillai, Robin Abraham
Website
Design: Darshan Panchal
Development: Aditya Bohra
Website illustrations
Shreya Jain
Content team: Rough Paper
Chuck, Divya