Brand Tone

Compassionate, Empathetic, Hopeful, Empowering, Grateful, Appreciative, Community-Oriented, Collaborative, Action-Oriented, Impactful, Sincere, Human-Centered, Faith-Inspired (but inclusive)

Brand Values

• •Freedom & Independence
• •Dignity
• •Service & Compassion
• •Integrity
• •Respect
• •Inclusion
• •Collaboration
• •Reliability
• •Volunteerism
• •Accessibility

Best Practices

• •Lead with Impact Stories: Always center the human element. Share testimonials and stories of both recipients and volunteers to illustrate the profound difference SAWs makes. This reinforces the compassionate and human-centered tone.
• •Use Empowering Language: Focus on words like 'freedom,' 'independence,' 'dignity,' 'empowerment,' and 'connection' rather than dwelling on limitations. This maintains a hopeful and uplifting tone.
• •Clearly Articulate Values: Regularly weave brand values (compassion, service, inclusion, integrity) into communications, ensuring actions and words are aligned.
• •Show, Don't Just Tell, Gratitude: Actively and specifically thank volunteers, donors, and partners in posts, newsletters, and reports. Highlight their contributions and how they are essential to the mission.
• •Maintain Visual Consistency: Use high-quality photos and videos that reflect the brand's values: images of joyful recipients, dedicated volunteers working together, and the completed ramps as symbols of newfound freedom. Ensure these visuals are hopeful and action-oriented. Social media channels already demonstrate good practice here.

Social Perception

Life-Changing Impact, Essential Service, Dedicated & Hardworking, Trustworthy & Reliable, Community Focused, Positive Volunteer Experience

Copy Examples

• •Headline: Open the Door to Independence. Body: For many, a simple doorway is a barrier. At SAWs, we build pathways to freedom. Your support helps us provide life-changing wheelchair ramps to neighbors in need, restoring dignity and connection one ramp at a time. Volunteer or donate today. #SAWsRamps #BuildingFreedom
• •Headline: More Than Lumber and Nails. It's Hope. Body: In just a few hours, a SAWs volunteer team can transform a life. We build wheelchair ramps that offer more than access; they offer a renewed sense of hope and the ability to reconnect with the world. Join us. Build hope. #ServeWithSAWs #CommunityImpact
• •Headline: Their Smiles Say It All. Body: Witness the joy when a ramp recipient uses their new SAWs ramp for the first time! It’s a moment of pure freedom. This is the impact you make possible. See their stories and learn how you can help: [Link to stories page] #LifeChangingRamps #VolunteerPower
• •Headline: A Simple Ramp. A Profound Difference. Body: SAWs provides free wheelchair ramps to low-income individuals with permanent disabilities, unlocking their world. 'I have my independence back!' - Hannah, Ramp Recipient. Help us write more stories like Hannah's. #AccessibilityForAll #SAWsStories
• •Headline: Build a Ramp. Build Community. Build Hope. Body: SAWs brings together caring volunteers from all walks of life to build essential wheelchair ramps, fostering a stronger, more accessible community for everyone. Ready to make a tangible difference? Sign up to volunteer! #FaithInAction #SAWsVolunteers