Brand Tone

Compassionate and Caring, Community-Oriented and Collaborative, Urgent (when needed) yet Hopeful, Grateful and Appreciative, Informative and Educational, Approachable and Friendly, Slightly Playful (especially on TikTok and with merchandise)

Brand Values

• •Animal Welfare
• •Collaboration
• •Community Engagement
• •Rescue and Rehoming
• •Responsibility
• •Transparency
• •Dedication

Best Practices

• •Always Lead with Compassion: Every piece of communication should stem from a place of empathy for the cats and understanding for the community.
• •Focus on \"Support\" and \"Collaboration\": Consistently highlight that the organization *supports* other rescues. Use words like \"partner,\" \"together,\" \"community,\" and \"collective effort.\"
• •Balance Urgency with Hope: When discussing challenges or appealing for help, always include a message of hope and the positive impact of action. Avoid overly dire or guilt-inducing language.
• •Be Genuinely Grateful: Regularly and sincerely thank supporters, volunteers, and partner organizations. Make them feel valued and part of the mission.
• •Keep it Real and Relatable: Use clear, straightforward language. Share real stories (while protecting privacy where needed) and photos/videos that connect with the audience on an emotional level. Avoid jargon or overly corporate speak. Let the passion for the cause shine through.

Social Perception

Positive and Respected, Trusted Resource, Advocates for Cats, Appreciation for Merchandise

Copy Examples

• •Facebook Post (Adoption Appeal): Meet Mittens! This sweet girl was found all alone, but thanks to our incredible foster network, she's now safe, warm, and dreaming of a forever family. Mittens is a gentle soul who loves a warm lap and a soft purr. Can you offer her the loving home she deserves? Your support helps us give cats like Mittens a second chance. Learn more about adoption through our partner rescues [Link]. #AdoptDontShop #IllawarraCats #RescueStory #Hope
• •Instagram Post (Merchandise Promotion): Rock your support for Illawarra's rescue kitties! 😻 Our new 'Pawsitive Vibes' tee is not only super comfy, but every purchase directly helps us provide essential supplies to local cat rescues. Look good, feel good, do good! Shop the link in bio and wear your heart on your sleeve (literally!). #IllawarraCatRescueSupport #ShopForACause #CatLovers #EthicalFashion #SupportLocalRescues
• •TikTok Video Caption (Cute Cat Moment): Just a little bit of biscuit-making to brighten your day! 🥰 This little one is getting all the love and care they need thanks to your amazing support. Every donation, every share, every purchase from our shop helps us help them. Thank you for being a lifeline! #RescueCat #KittenLove #SupportOurWork #Illawarra #MakingBiscuits
• •Website Donation Appeal: Be a Hero for a Cat in Need. Your generous donation, no matter the size, makes a world of difference. It could provide a warm bed, life-saving veterinary care, or nutritious food for a cat rescued from the streets. Join us in supporting Illawarra's local cat rescues and help us write more happy endings. Donate today and change a life. [Donation Link] #GivingBack #CommunitySupport #CatRescue #MakeADifference
• •Email Newsletter Snippet (Thank You/Update): A heartfelt thank you to everyone who supported our recent Winter Warmer appeal! Because of your kindness, we were able to supply local rescues with [Number] cozy blankets and [Amount] in vet care funds. Together, we're making the Illawarra a safer place for our feline friends. Want to see the impact you're making? Read inspiring rescue stories on our blog: [Link]. #Grateful #CommunityImpact #AnimalWelfare #ThankYou