Brand Tone

Compassionate, Urgent, and Empowering. It expresses deep empathy, takes an assertive stance in crises, and focuses on resilience and sustainable solutions in development projects.

Brand Values

• •Sincerity (Ikhlas)
• •Excellence (Ihsan)
• •Compassion (Rahma)
• •Social Justice (Adl)
• •Custodianship (Amana)

Best Practices

• •Segment by Intent (Urgent vs. Hopeful): Train copywriters to recognize the communication goal. Is it an urgent emergency appeal or a hopeful development update? The tone must shift accordingly. Use an urgent, assertive tone for immediate crisis response and an empowering, hopeful tone for long-term project storytelling.
• •Embed Core Values in Language: Go beyond listing values on an 'About Us' page. Actively weave terms like 'compassion,' 'justice,' 'dignity,' and 'custodianship' into copy. For example, instead of 'We help people,' use 'We partner with communities to uphold their right to a life of dignity.'
• •Use the 'Rightsholder' Framework: Consistently refer to aid recipients as 'rightsholders' instead of 'victims' or 'the poor.' This reinforces the brand's value of Social Justice (Adl) and frames the relationship as one of fulfilling duties and rights, not just giving handouts.
• •Balance Emotion with Credibility: While using emotive language is effective, always pair it with concrete facts, statistics, and impact numbers from reports. For example, follow a heartbreaking story with 'Your $75 donation provided 2,200 gallons of clean water, protecting 50 families from disease.' This builds trust and shows accountability.
• •Create a Unified 'Relief Collective' Voice: Ensure the tone of the Relief Collective shop aligns with the parent brand. Product descriptions should connect the item (e.g., a sweatshirt) directly back to a specific project or value, reminding the customer that their purchase is a form of impactful charity.

Social Perception

Islamic Relief Canada is perceived as a major and effective humanitarian actor, highly trusted within the Canadian Muslim community, but also subject to misinformation and scrutiny. It is seen as a strong advocate on social justice issues.

Copy Examples

• •Famine doesn't wait. Right now, families in Sudan are facing catastrophic hunger. For millions, the next meal is not guaranteed. Your compassion is their lifeline. A single donation can provide an emergency food pack to sustain a family through the worst. This is a moment for action. This is a test of our shared humanity. Don't wait. Donate now. Link in bio. #ActForSudan #EndHunger #IslamicRelief
• •This is more than water. It's a future. For the community of [Village Name] in Mali, this new solar-powered water system means healthier families, children in school instead of walking miles for water, and the chance to grow their own food. This is the lasting change you create. Guided by our value of Custodianship (Amana), we work to build sustainable solutions that empower communities for generations. Thank you for making it possible. #WaterForLife #SadaqahJariyah #SustainableDevelopment
• •Wear Your Support. This isn't just a hoodie; it's a statement of solidarity. Made with premium, soft-touch fabric for comfort and durability, every thread is woven with hope. All proceeds from the 'Unity' collection fund our on-the-ground efforts in Palestine, providing food, medical aid, and shelter to those who have lost everything. Look good, do good. Shop with impact. #ReliefCollective #WearWithPurpose
• •Dear Fatima, Last year, your Zakat helped us reach thousands of orphans around the world. Today, we want to share the story of one of them: a young girl named Aisha in Pakistan. After losing her parents, her future was uncertain. But because of your support through our Orphan Sponsorship Program, she now has nutritious meals, a safe home, and is at the top of her class in school. She dreams of becoming a teacher. This is the power of your compassion in action. This is the excellence (Ihsan) we strive for together. Thank you for believing in a more just world. See more of your impact: [Link to Annual Report]
• •We are appalled by the ongoing lack of safe humanitarian access in Gaza. Preventing aid from reaching children and families is a violation of international law. We urge the Canadian government to use every diplomatic tool to demand an immediate and permanent ceasefire. The time for words is over. #CeasefireNOW #Gaza