Brand Tone

Compassionate, Community-Focused, and Grateful

Brand Values

• •Dignity and Support
• •Sustainability and Resourcefulness
• •Accessibility and Equity
• •Community and Collaboration
• •Safety

Best Practices

• •Always Lead with the "Why": Start with the human impact, not the logistics. Instead of "We need donations," try "Help a new mom feel supported." Focus on the values of dignity, safety, and community.
• •Use "Community" Language: Consistently use words like "community," "together," "our donors," and "our volunteers." Frame the organization as a facilitator of goodwill between neighbors.
• •Show, Don't Just Tell, Gratitude: Be specific in thank you messages. Instead of a generic "Thanks for your support," say, "Thank you, Maria, for dropping off that like-new stroller! It's heading to a family in Surrey this week." This makes donors feel seen and their contribution tangible.
• •Maintain a Dignified Tone for Recipients: When talking about the families served, use empowering and respectful language. They are "families in need," "new parents," or "families facing hardship." Avoid language that could be perceived as pitying. The goal is to "empower" and "support," not just "give to."
• •Balance Urgency with Hope: When making an appeal for donations, create a sense of urgency (e.g., "We are completely out of strollers for this week's appointments") but always pair it with a hopeful and positive call to action ("...but we know our community can help us meet this need!"). This motivates action without causing despair.

Social Perception

The public perceives Baby Go Round, Inc. as an essential and trustworthy charitable organization. It is seen as a lifeline for families, a reputable place to donate, an effective and well-run non-profit, and a pillar of the community.

Copy Examples

• •Little Outfits, Big Impact. Every tiny sweater and pair of booties you donate gets sorted with love by volunteers like Sarah. These items don't just clothe a baby; they wrap a new family in the warmth and support of their community. Thank you for helping us give every child a cozy start! #BabyGoRound #CommunitySupport #VancouverMoms
• •Your Old Stroller Could Be a New Parent's Lifeline. That stroller sitting in your garage can give a local family the freedom to get to appointments, buy groceries, and connect with their community. Give gear. Give mobility. Give a brighter beginning. Donate today. [Link to Donation Page]
• •Help Us Complete the Picture for a Family in Need. The transition to parenthood is beautiful, but it can also be stressful. By providing essential gear, we help parents focus on what truly matters: their new baby. We're currently seeking high-quality cribs and strollers to complete our baby gear kits. See our full list of needed items and donation hours on our website.
• •Because of You, 2,000 Babies Slept Safely This Year. Dear [Donor Name], We wanted to share the incredible impact of your generosity. This year, with the help of our amazing community, we provided over 2,000 local families with the gear they need to safely care for their babies. From safe places to sleep to warm winter clothes, your support makes it all possible. Read the story of a family you helped on our blog. [Link to Blog]
• •The $50 Gap. Inflation has hit everyone, including our families. The cost of a new car seat has jumped by $50. When we don't have enough donated, we have to buy new to ensure a baby's safety. A donation of $50 today closes that gap for one family, providing safety, peace of mind, and one less impossible choice between essentials. Help us ensure no baby goes without.