Everyone loves a good story.
We love telling them.
Repeat clients say it best
“Shterna shines at bringing out the detail and emotions that bring real results.”
Rivky Brown, Zed Group
“She’s a professional who knows what she’s doing, won’t need a lot of guidance, and will produce at a high level.”
Mendy Kahanov, PushkaApp
“Shterna brings creative thinking and insightful perspective to every project and initiative.”
Michal Eisik, Michal Eisik Media
When it comes to a cause that changes lives —
people don't join because it makes sense.
They don’t support you because of numbers and pie charts and statistics.
They support you because when they see what you do, something seeps into their heart.
They feel an echo, an urge.
They cannot simply step away.
They’ve been swayed by what you do, stirred by what you share.
They’re touched.
They want to be part of it.
And everything else is commentary.
“Instead of being pushy or salesy, she empowered our donors to be proud of our work.
The letter she wrote was heartwarming, encouraging, and brought in massive returns.
One particular donor gave ten times his pledge from the year before.”
– Rabbi Zev K.
The story of a teller.
A decade of impact through writing and telling stories
Hi, I’m Shterna Lazaroff – a writer + former editor turned copywriter
I love writing. Puzzles. Tech.
I’m fortunate to live on Shlichus in Houston, Texas.
And I believe we’re all here to do whatever we can to make the world a better place.
That’s why my team and I work exclusively with nonprofits.
It’s also why every word we write is guided by the principles we stand for. (Read about our mission & values).
Thank G-d, I’ve had wide-ranging opportunities to perfect the essentials of nonprofit copy: Compelling storytelling and strategic planning
Learning from the masters
training & certifications
Paying it forward
CopyTribe masterclass presenter, coach: 5 years strong!
JWWS guest presentation
Zinque Studios masterclass presenter
Phone Raise employee training
TCC Podcast guest episode
js-hero-timeline
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The Aleph Institute
My first job, where I edited content, composed letters to donors, and wrote copy before I knew it was called copy
On the job
- I gained insight into the inner workings of a nonprofit
- I learned the delicate art of making requests from donors – and thanking them
- I got to know extraordinary people, building a network of nonprofit friends who I’m still in touch with today -
2019: first published article
It’s still one of my favorites! Even if I write stronger articles in the future, I don’t think any will come with that feeling of ripping open the plastic and seeing my name in print for the first time.
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Mishpacha & Ami Magazines
150+ articles, including a serial the editors called “the best this magazine’s ever run”
On the job
- I interviewed many people, the original source of the story-finding techniques I still use
- I wrote. And wrote. And wrote some more – the best way to better writing ability
- My skills were refined by the critique and mentorship of highly skilled editors
- I got to meet incredible people, hear about their lives, and give them a voice through warm and compelling storytelling. -
Favorite feedback
An especially meaningful piece of feedback came from the woman behind the serial “Ruled by the Clock” which I wrote for Mishpacha Magazine:
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The Circle kids magazine
50+ feature-story articles
On the job
- Writing for kids stretched my style – because it requires a totally different voice
- I learned to write a story in direct, easy-to-absorb wording without losing the soul
I developed the art of deep-dive research that’s needed for doing a topic justiceMost helpful habit from writing for kids
Getting lost in research! It’s still Circle habits at play when I’m working on an annual report and spend the first two hours researching best practices.
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Pivot Group NYC
Copy for a mountain of marketing materials: ads, websites, emails, brochures – produced at a dizzying pace.
On the job
- I got a window into start to finish of full fundraising campaigns
- I learned that moving fast and doing it well means getting to the core of the business/org/offer and conveying it powerfully.
- I had my first taste of flagship nonprofit projects, like the mega-brochure for Keren Hashviis -
2020 First “cornerstone” nonprofit project
The Keren Hashviis brochure was, baruch Hashem, widely successful. Some people who had already donated read the brochure and reached out to donate again – they were so moved.
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Collabs with master copywriters
First few “freelance” website and other copywriting projects: Blessed to have learned from the best
On the job
- High-level copy critique and training sharpened my copywriting
- Working on more complex projects broadened my copy & marketing knowledge -
Most meaningful work
Working on projects for my parents. They’re both involved in education and I grew up watching them help others, so supporting their work in any small way means a lot to me.
Today, my team and I use the same emotional storytelling skills exclusively with organizations that change lives.
We love telling stories – but it’s you on the ground who creates them.
Who notices the need and steps in to help.
The givers who spend their days taking care of Klal Yisrael:
holding, healing, restoring, supporting, encouraging, uplifting, inspiring –
You give us a story to tell.
Shterna’s team, which joins yours
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Shoshana Gross
14-year ELA teacher, longtime magazine writer
Our first draft creator who polishes and refines till the language sings
+ READ MORE
I climb the spiral staircase that leads to my kingdom (aka office), turn on the music, and get going.The only thing typical about my day is that I’m always working with words – whether written or spoken! My work ranges widely from writing emails, web pages, brochures, press releases, and pitch decks, to articles and interviews >> endless opportunities to learn new skills. As a reader, my favorite books are historical non-fiction like Tudor-era history, and the fascinating life of Peter the Great.
As a writer, I love interviewing people for articles, and find it so meaningful to write for organizations that are genuinely changing lives. It’s hard to run out of energy when you’re lighting that internal fire every day.
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RB Rudman
Former office manager
Our Chief of Efficiency – expert task juggler, prioritizer and instruction-giver
+ READ MORE
Morning hours are my focused time – when I start setting up team members for peak success.Sometimes I work on automations to help things run more smoothly. Sometimes I overhaul old systems to match our constantly-improving model. Sometimes I’m engaging in a back-and-forth with a client to refine our product to one that resonates with them and their audiences. Always, I have a cup of coffee that started hot but now is…not…at my side – and Slack open for good conversation!
I love how organized everything is. We do a lot of different projects for a lot of different clients, but you can be sure that the process is documented and thought through for maximum efficiency.
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Amy de la Fuenta
15-years in customer service and admin support
Implementor of Operations, seeing to every behind-the-scenes detail of implementation
+ READ MORE
As a virtual assistant, my goal is to keep everything running smoothly.I support the team by setting up and maintaining reports, organizing data, assisting with administrative tasks, managing backend systems, setting up email campaigns, and helping with product setup. I enjoy getting to utilize my problem-solving skills, attention to detail, and ability to communicate clearly and professionally.
My favorite part of working with this team is being part of an all-women team that supports a meaningful nonprofit mission. It’s inspiring to work with a group of kind, supportive, and collaborative women while knowing that the work we do truly helps others.
“She just becomes another person who’s practically part of the team when[ever] necessary”
– Rabbi Zalman Duchman, Colel Chabad
