Storytelling that changes what happens next.

You're fighting for attention against celebrities, scandals, and cat videos.

Your cause matters. But that is not enough when journalists bin your press release, funders skim your report, and your breakthrough work gets 12 likes whilst someone’s lunch gets 500.

This newsletter fixes that.

Here's what you actually get:

The 5-Minute Story Fix
A real charity or social impact story, taken apart and rebuilt. Line by line. So you can see what to change in your own.

The Photo That Changes Minds
One image. Ten insights. Why some photos unlock funding and trust, and others get scrolled past.

Frameworks That Actually Work

• The story structure that got me on BBC News (multiple times)

• How to turn a "no" into a "yes" using narrative techniques

• The LinkedIn approach that reaches decision-makers, not just supporters

Behind the Lens
The moments I can’t post on LinkedIn. What really happens in rooms with funders, corporates, and communities when the camera is down.

Who's already reading:

• Charity CEOs rethinking their comms and impact stories

• Social impact and CSR managers tired of being ignored by funders

• Fundraisers who want to stop apologising for asking

• Funders and grant makers who care about proof, not fluff

• 400+ leaders who have stopped hoping their work gets noticed

What I'll teach you:

→ Why most charity and CSR stories collapse in the first sentence

→ The three-sentence structure that makes funders lean in

→ How to photograph impact without exploiting people

→ Why your case studies sound like everyone else's (and how to fix that)

→ The email opening that gets replies from people who "don't do email"

This is not another newsletter

I've told our story 500+ times. To the BBC, Sky News, Channel 4. On podcasts and documentaries, at events and schools, at hustings. To rooms full of police officers who didn't want to hear it. To religious leaders who said I was going to hell. To funders who became champions.

After 11 years running a charity that shouldn't exist but has to, I know which stories change things and which ones just make noise.

This newsletter teaches you the difference.

"Matt is an absolute dream to work with. He has an extraordinary talent for storytelling through photography.” - Elly Rowland, Sue Ryder Charity