Once upon a time, Karin was a youth worker. Shocked at seeing how kids were living in inner-city London, she wanted to find a way to shout about it so people would want to help. Commercial advertising was her first step, then it was off, via three years at The Muscular Dystrophy Group, to the crucible of relationship fundraising, Burnett Associates. There she honed her craft as a writer who steers clear of 'that daft charity DM language', and who wrote that Amnesty pen pack that ran in so many countries for so many years. Now, as creative director at Burnett Works, Karin specialises in creative planning, supporter insight proposition development, creative across all channels, and really human copy. Karin finds out what matters to an audience and tells the story of a charity, an event, an appeal, gifts in wills... in a way that is meaningful and memorable in people's real lives. Like the new donor-centred proposition and creative 'story' that helped to take Macmillan Coffee Morning from £10 million to £23 million.