Brand Tone

Compassionate, Empathetic, Hopeful, Empowering, Trustworthy, Established, Appreciative, Community-Oriented, Direct, Informative, Professional

Brand Values

• •Accessibility
• •Transformation/Empowerment
• •Integrity and Transparency
• •Community and Collaboration
• •Adaptability/Innovation

Best Practices

• •Highlight Tangible Impact: Use stories (anonymized if necessary) and specific examples of how eyeglasses change lives (e.g., "helps a child read," "allows a senior to live independently," "enables an adult to find work").
• •Be clear, direct, and transparent about how programs work and how donations are used.
• •Provide clear calls to action.
• •Maintain a compassionate and empathetic tone, focusing on the needs of those struggling with vision impairment and financial hardship.
• •Emphasize the trustworthiness and long history of the organization to build confidence in donors and partners.

Social Perception

Highly Positive, Respected, Life-Changing Service, Trustworthy Steward of Donations, Community Pillar

Copy Examples

• •Give today and transform a life. Learn how you can help: [Link to website] #NewEyesNewOpportunities #GiftOfSight #TransformingLives
• •With every pair of Azimuth by New Eyes frames you purchase, you're not just choosing stylish, sustainable eyewear – you're giving the gift of clear vision to two people in need right here in the U.S. Wear your values, see the impact.
• •Join us.
• •New Eyes provides new prescription eyeglasses at no cost to eligible individuals and families in the U.S. Let us help you see a clearer path forward.
• •See the world clearly again with New Eyes. Your donation can help someone in need receive the gift of sight and a brighter future. Donate now and make a difference!