Brand Tone

Empowering, hopeful, and practical. The language is designed to be encouraging, action-oriented, and straightforward, presenting clear, achievable solutions without overly emotional or dramatic language.

Brand Values

• •Supporting Education & Educators: Ensuring students have resources and alleviating teacher burden.
• •Community Engagement: Connecting schools with local communities (parents, alumni, businesses).
• •Accessibility & Inclusivity: Serving all K-12 schools in the United States (public, private, parochial).
• •Direct Impact & Transparency: Providing clear understanding of donation use and direct delivery of supplies to schools.

Best Practices

• •Center the Student and Teacher: Always make the teacher and their students the heroes of the story. Frame every piece of copy around their needs, their goals, and their potential. The brand's role is that of a facilitator.
• •Use Language of Possibility, Not Scarcity: While the need arises from scarcity, the messaging should focus on the positive outcome. Instead of "Schools are failing," use "Help students thrive." Instead of "Teachers are struggling," use "Empower your local teachers."
• •Emphasize Tangible Impact: Use concrete examples. "Provide three new science kits" is more powerful than "Support STEM education." This connects the donation directly to a real-world item and makes the donor's contribution feel more significant.
• •Maintain a Hopeful and Encouraging Tone: The copy should inspire action through optimism, not guilt. It should feel like an invitation to join a positive movement, making it easy and rewarding for the community to participate.
• •Be Radically Transparent and Responsive: Given the negative feedback regarding communication, all copy should proactively address this. Use clear, simple language to explain the process, set expectations for donation processing, and provide accessible support channels. An active, helpful, and friendly presence on at least one social media channel is critical to rebuilding trust.

Social Perception

The perception of ClassWish is mixed. While its mission is recognized as positive and worthy, operational and communication issues (e.g., lack of communication, delays, defensive tone from founder) have led to user frustrations. The brand also suffers from a neglected and outdated digital presence, with dormant social media channels, limiting its engagement and appearing inactive to new audiences.

Copy Examples

• •Give a book. Fund a mind. Your book purchase today gives 7.5% back to the classroom of your choice.
• •That science experiment, those art supplies, that new set of novels—what's on your classroom wish list this year? Build your list on ClassWish in minutes and let your community help bring it to life. Let's equip every student to succeed.
• •A $20 donation can provide a set of watercolors for a first-grade art class. A $50 donation can stock a classroom library. Make a direct, tax-deductible impact on a student's education today. Find a teacher's wish list. #SupportTeachers
• •Mrs. Adams' 4th Grade Class Needs You
• •ClassWish: Your Community. Your Classroom. Your Impact.