Brand Tone

Empathetic & Compassionate, Hopeful & Optimistic, Urgent & Action-Oriented, Transparent & Trustworthy, Educational & Informative

Brand Values

• •Empowerment
• •Sustainability
• •Impact
• •Global Community & Justice
• •Integrity & Transparency
• •Dignity
• •Collaboration

Best Practices

• •Always Lead with Empathy and Hope: Frame challenges through the lens of solutions and positive impact. Focus on the people being helped and their potential.
• •Be Specific and Tangible: Instead of vague statements, use concrete examples of what donations achieve (e.g., "€25 can provide a student with school supplies for a year," or "A new well serves 500 people").
• •Maintain a Tone of Grateful Optimism: Acknowledge the generosity of donors and supporters, and consistently project a belief in the possibility of positive change.
• •Use Inclusive and Respectful Language: Refer to the communities served with dignity. Highlight partnership rather than a top-down charity approach.
• •Ensure Transparency in Calls to Action: Clearly state how contributions will be used and reiterate the 100% donation model where applicable to build and maintain trust.

Social Perception

The Sonder Project is generally perceived as a legitimate and impactful non-profit organization dedicated to tangible, positive change in impoverished communities. Their focus on basic needs like water, education, and food security resonates widely. The commitment of 100% of donations to programs is a strong positive differentiator. They are seen as an organization that not only provides aid but also works towards long-term, sustainable solutions.

Copy Examples

• •Headline: Water is Life. Your Gift Today Brings Clean Water to a Village Tomorrow. Body: For families in Burkina Faso, a simple well means more than just a drink. It means healthier children, more time for school, and a future filled with hope. Join The Sonder Project and turn on the tap to a brighter tomorrow. 100% of your donation directly funds our water projects.
• •Social Media Post (with image of children in a new classroom): Education is Power! ✨ Thanks to your incredible support, these bright smiles now have a safe and inspiring place to learn and dream. Every book opened, every lesson learned, is a step towards a stronger future. Help us build more classrooms: [Link to donate] #SonderProject #EducationForAll #Empowerment #MakeADifference
• •Email Subject: Be the Change: Plant a Seed of Hope with The Sonder Project Body: Imagine a community where every family has enough to eat, where children thrive, and where hope blossoms. At The Sonder Project, we're making this a reality through sustainable agriculture programs. Your support can provide seeds, tools, and training, empowering families to grow their own food and build lasting food security. Give today and watch hope grow.
• •Short Video Script (showing a community member by a new well): (Visual: Smiling person pumping water) "Before this well, we walked for miles. The water was often unsafe. Now, life is different. Our children are healthier, and we have more time to farm and for our families. Thank you, Sonder Project donors, for this gift of life." (Text overlay: Your Support Changes Lives. Donate to The Sonder Project.)
• •Website Call to Action: Join Our Community of Changemakers. Empower families. Build futures. 100% of your gift directly impacts lives in sub-Saharan Africa. Give Now.