Brand Tone

Compassionate, Caring, Hopeful, Positive, Community-Oriented, Grateful, Informative, Educational, Urgent (when necessary)

Brand Values

• •No-Kill Philosophy
• •Animal Welfare
• •Adoption and Permanent Homes
• •Community Engagement
• •Responsible Pet Ownership
• •Transparency and Dedication

Best Practices

• •Always Center the Cats: Keep the focus on the animals, their stories, their needs, and their personalities. Use emotive language that evokes empathy and connection.
• •Be Authentic and Genuine: Speak from the heart. The passion for animal welfare should shine through in every communication. Avoid overly corporate or detached language.
• •Use Storytelling: Share individual cat stories (with permission if involving adopters). Narratives are powerful and help people connect on an emotional level. Highlight their journey from rescue to a potential loving home.
• •Maintain a Hopeful Outlook: Even when discussing difficult situations or urgent needs, frame the message with hope and the possibility of positive change through community action.
• •Show Gratitude Consistently: Regularly thank donors, volunteers, adopters, and the wider community. Make them feel valued and an integral part of the mission.

Social Perception

Highly Positive, Respected and Trusted, Appreciation for No-Kill Stance, Valued Community Resource

Copy Examples

• •Meet Luna! This sweet girl was found wandering alone, but her purr is full of hope for a brighter future. She dreams of a warm lap and a family to call her own. Could you be the one to give Luna her happily ever after? Visit us today and let a rescued cat rescue you right back. #AdoptDontShop #ForeverHome #TheCatHouseINC
• •Your kindness can fill a hungry belly and mend a broken heart. A gift of just $10 helps us provide food and medical care for cats like Oliver, who arrived scared and needing support. Become a lifeline for a cat in need. Donate today and be a hero. [Link to donate] #SaveALife #CommunityLove #SupportLocalShelter
• •Got a little time and a lot of love to give? Our amazing cats thrive on attention and care! Join our incredible team of volunteers and make a tangible difference. From playtime to purr-therapy, every moment you share brightens their world. Sign up to volunteer this week! [Link to volunteer page] #VolunteerLove #CatHeroes #MakeADifference
• •Get ready for some furry fun! Join us for our 'Summer Whiskers' adoption event this Saturday from 1-4 PM. Meet adorable, adoptable cats and kittens, enjoy refreshments, and learn how you can support our no-kill mission. Let's find these wonderful felines their forever families together! #AdoptionEvent #LincolnNE #CommunityCats
• •Remember Mittens? Thanks to your generous support during our 'Give to Lincoln' campaign, she received the vital surgery she needed and has now found her perfect forever family! Stories like hers are possible because of YOU. Thank you for believing in second chances. #HappyTails #BecauseOfYou #ShelterSuccess