Brand Tone

Community-Oriented, Compassionate & Empathetic, Appreciative & Grateful, Purpose-Driven & Urgent, Positive & Hopeful, Resourceful & Practical, Friendly & Approachable

Brand Values

• •Community Support
• •Dignity & Respect
• •Sustainability (Implied)
• •Collaboration
• •Impact & Action
• •Integrity & Transparency

Best Practices

• •Always Lead with Compassion and Purpose: Every piece of copy, whether a social media post or website update, should tie back to the core mission of helping those transitioning out of homelessness. Emphasize the 'why' behind your requests and sales.
• •Use Community-Centric Language: Incorporate 'YEG,' 'Edmonton,' and terms like 'our community,' 'neighbours,' and 'together' to foster a sense of local connection and collective effort.
• •Show, Don't Just Tell, the Impact: Share statistics (e.g., homes furnished, people helped) and, when possible and appropriate, anonymous stories or testimonials to illustrate the tangible difference donations and purchases make.
• •Maintain a Tone of Gratitude: Regularly thank donors, shoppers, volunteers, and community partners. An appreciative tone reinforces goodwill and encourages continued support.
• •Be Clear, Direct, and Action-Oriented: Whether asking for donations, promoting sales, or seeking volunteers, ensure your calls to action are straightforward and easy to understand. Provide clear instructions on how people can help (e.g., 'Donate today at...', 'Shop our online store via link in bio,' 'Most needed items this week are...').

Social Perception

Highly Positive, Essential Service, Trusted Resource, Community Pillar

Copy Examples

• •Headline: Give Your Pre-Loved Furniture a New Story. Donate to Find Edmonton Today! Body: Decluttering your space? Your gently used furniture can make a world of difference. At Find Edmonton, we connect your donations with families and individuals building new beginnings, transforming houses into homes. Together, let's furnish hope. #YEGdonates #EndHomelessnessYEG
• •Headline: Found at Find: Your Next Treasure Awaits (and Helps a Neighbour!) Body: Looking for unique, quality furniture at great prices? Every purchase at our thrift store directly supports our mission to provide essential furnishings for Edmontonians transitioning out of homelessness. Shop with purpose, decorate with heart. Visit us at 5120 122 Street NW or online! #ShopLocalYEG #ThriftForGood #YEGThrift
• •Headline: 100 Homes Furnished This Month, Thanks to YOU, Edmonton! Body: We're overjoyed to share that with your incredible support, we helped furnish 100 homes for individuals and families starting fresh. Your donations of couches, tables, and love fill more than just spaces—they fill hearts with hope. Let's keep the momentum going! Learn how you can help: [Link to website] #CommunityImpactYEG #YEGUnites #ThankYouEdmonton
• •Headline: More Than Furniture: We're Building Hope, Together. Body: At Find Edmonton, a social enterprise of Homeward Trust, we believe everyone deserves a safe and comfortable home. Your donated items and purchases empower us to provide free furnishings to those overcoming homelessness. Join our community of compassion. #FindHopeYEG #EdmontonStrong #SocialEnterprise
• •Headline: Needed: Your Dining Tables, Our Community's Gathering Place. Body: We're currently in urgent need of dining tables and chairs to help families share meals and create memories in their new homes. If you have a set you're no longer using, please consider donating to Find Edmonton. Your contribution helps turn a house into a cherished home. Schedule your free pickup today! #DonationDriveYEG #FurnitureNeeded #YEGCommunity