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  • Writer's pictureCharity Chat Podcast

E214 - Writing The Perfect Brief With Chloe Amstein

Updated: Oct 11, 2022

"Your brief needs a really clear objective. What is that one tennis ball that we're going to throw to our audience that's going to get them to catch it?...Not 10 tennis balls, no one is going to catch 10 tennis balls." - Chloe Amstein

1. What is the importance of a good brief?

Chloe has worked client side, agency side and now has her own consultancy - so she's seen some juicy briefs in her time. Everything stems from the brief, and what you put into it is what you'll get out. If you're unsure of what you want, the person who's ready your brief will be even more unsure. Which is why it's so important for briefs to be single-minded, you need to make sure that the reader understands what the most important thing is that they need to take away from it. Your reader may only have half an hour to digest your brief, so you really need to keep your brief, well... brief.

2. The good, the bad and the ugly

We talk with Chloe about briefs that have really brought a charity and its impact to life and briefs that have left us scratching our heads. A brief doesn't only have to be a word document, creating a holistic brief that uses a multitude of experiences to bring your cause to life can really help your team understand what you do and how the people or animals you support think and feel. Including site visits, videos, meeting programme staff or even just talking about your own experiences can really elevate your brief.

3. Top tips for the perfect brief

Chloe brings together her experience and knowledge to give you her top tips for writing a brief that inspires, motivates and will get you the work you want from your team.

This episode of Charity Chat has been brought to you by our platinum sponsor Work for Good. Work for Good believes everyone should be able to turn the work they do into good. Through their fundraising platform, they offer charities a way to engage and work with small businesses, including founders, owners and sole traders who want to make an impact for charities through their sales. To find out more, please visit

We hope you enjoy this week’s episode.

Related episodes that you may be interested in:

E191 - Equality Matters with Javed Thomas -

E193 - Measuring Impact With Rosie McLeod -

E187 - The Charity Landscape Report With Catherine Mahoney And Alan Lally - Francis -


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