Brand Tone

The brand's tone is a blend of urgent and hopeful, community-centric and grateful, professional and credible, and exciting and celebratory.

Brand Values

• •Commitment to Local Healthcare
• •Community and Generosity
• •Impact and Accountability
• •Patient-Centered Care

Best Practices

• •Always Connect to "Home": Emphasize the local impact in all communications. Phrases like "right here at home," "for Northwestern Ontario," and "keeping care close" reinforce the primary value proposition.
• •Balance Urgency with Hope: When making an appeal, clearly state the problem and the need (the urgency) but immediately follow with the solution that a donation provides (the hope).
• •Segment Your Tone: Recognize that different channels have different tones. The exciting, high-energy copy for the 50/50 lottery should feel distinct from the more compassionate, story-driven copy used for direct appeals for cancer care.
• •Tell the Winner's Story: For lotteries, go beyond just announcing the winning number. Share a photo and a quote from the winner. This humanizes the lottery, makes winning feel attainable, and generates powerful, shareable content.
• •Show, Don't Just Tell: Instead of saying "your donation helps," show it. Use photos and videos of the actual equipment purchased, the construction progress on new facilities, or testimonials from the healthcare staff who use the new tools. This makes the impact tangible and proves accountability.

Social Perception

The Foundation is perceived as a trusted community institution and an effective fundraiser, particularly through its successful lotteries. It is seen as a source of local good news, though some critiques regarding financial transparency have been noted.

Copy Examples

• •Every minute, 1.9 million brain cells are lost during a stroke. But what if we could give patients a better fighting chance? Your donation to our Stroke Fund helps purchase advanced diagnostic equipment, giving our experts the tools they need to act FAST. Be a hero for our community. Donate today. #StrokeCare #ThunderBay #Healthcare
• •It's BACK! The Ace is hiding, and the jackpot is growing. Your $10 could win it all.
• •Our Hearts are at Home, Thanks to You. Together, we're building a world-class cardiac surgery program right here in Northwestern Ontario. See the impact of your generosity.
• •This little blanket is a game-changer for treating newborn jaundice. Funded entirely by your Family CARE Grant donations. Small gifts, mighty impact! #PatientCare #TBRHSC
• •(Sound of a heartbeat monitor, fades into uplifting music) Announcer: For years, life-saving heart surgery meant a 10-hour trip. Today, thanks to the generosity of people across Northwestern Ontario, we're keeping our hearts at home. The Thunder Bay Regional Health Sciences Foundation is building our new cardiovascular surgery unit, but we need your help to finish the job. Your gift saves time, saves travel, and saves lives. Visit healthsciencesfoundation.ca to donate.