Brand Tone

The brand's tone is a balance of urgent compassion and hopeful professionalism, characterized by empathy, directness in appeals, professionalism in official communications, and gratitude towards the community.

Brand Values

• •Commitment to Welfare
• •Compassion and Care
• •Community and Collaboration
• •Integrity and Responsibility
• •Education

Best Practices

• •Balance Urgency with Hope: When making appeals, clearly state the urgent need but always frame it with a hopeful outcome. Show donors and adopters how their specific action leads to a positive result (e.g., "Your donation provides the surgery that will allow Bella to walk again and find a loving home").
• •Tell Individual Stories: While statistics are useful, the story of a single animal is more powerful. Use names, describe personalities, and share their journey. This creates an emotional connection that motivates action.
• •Use a "We" and "You" Voice: Foster a sense of community by using inclusive language. "We" refers to the AWS PE team and the animals. "You" refers to the community of supporters. Frame success as a joint effort: "Because of *you*, *we* were able to save Max."
• •Maintain Clear Calls to Action (CTAs): Every post should guide the reader on what to do next. Whether it's "Donate Now," "Share This Post," "Apply to Adopt," or "Volunteer," the CTA should be direct, simple, and easy to find.
• •Be Consistently Grateful: Publicly and regularly thank donors, volunteers, adopters, and community partners. This reinforces the value of their contribution, encourages future support, and perpetuates the brand's image as a grateful, community-based organization.

Social Perception

The public perceives Animal Welfare Society PE as a trusted, essential, effective, hardworking, and compassionate authority in animal welfare within the Port Elizabeth community.

Copy Examples

• •The Food Bowls Are Getting Low. Your Help is Needed Now. Our kennels are full, and so are our hearts, but our food supplies are dwindling. Over 200 dogs and cats in our care rely on us for their next meal. A simple donation can fill a bowl and give a deserving animal the strength to wait for their forever home. Please, can you help us restock our pantry today? Every single bag makes a difference. Donate via the link in our bio or drop off food at our shelter on Victoria Drive. Our animals are counting on you. #AWSPe #Donate #AnimalWelfare
• •From Lonely Stray to Loved Family Member! Happy Gotcha Day, Buster! Remember Buster? He came to us scared, skinny, and overlooked. But we saw the spark in his eyes. And last week, the Smith family saw it too! Look at him now, king of the couch and master of cuddles. This is why we never give up. Thank you to the Smiths for opening your hearts and home. Your support creates these happily ever afters! Ready to write your own adoption story? Visit our website to see who’s waiting for a family just like yours. #AdoptDontShop #AWSPeSuccess #HappilyEverAfter
• •Animal Welfare Society PE: Your Compassion in Action. For over 50 years, we have been a voice for the voiceless and a safe haven for animals in need. Join us in rescuing, rehabilitating, and rehoming Port Elizabeth's most vulnerable animals.
• •Paws for a Cause: Join Our Annual Family Fun Day! Bring the whole family (two-legged and four-legged!) for a day of fun, food, and furry friends! All proceeds go directly to funding our rescue operations, medical care, and sterilisation drives. Let's come together as a community to make a real difference. Saturday, 25th October at the park. Click here for tickets and details! #AWSPEEvents #Community #PawsForACause
• •Is Your Pet Ready for the Holidays? A Quick Safety Checklist. The festive season can be stressful for our furry companions. Loud noises, new faces, and tempting (but dangerous) foods can pose a risk. Remember to: 1. Provide a quiet, safe space. 2. Keep festive foods out of reach. 3. Ensure their ID tag and microchip details are up to date. A little preparation ensures a happy and safe holiday for everyone. For more pet care tips, visit the blog on our website. #AWSPEtips #PetSafety #ResponsibleOwner