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Tone of Voice GuidelinesJanuary 2017
OverviewFuture ObjectivesMission StatementCultural Insight Grow the community ofRainmakers from 100 – 300Have 30 charities included in theprogrammeSecure fundraising for three yearsNot reaching enough charitiesNot persuading enough Rainmakersas to the power of the project.USPsCurrent Challenges Not reaching enough charitiesNot persuading enough Rainmakersas to the power of the project. Wide community of passionate, dedicatedpeopleThe only accelerator providing this serviceA one stop shop for Rainmakers wherethey can be inspired, support and donateall in one placeForward-thinking – looking at ways to useTech and innovate design to create moreefficiency in the charities sector There are over 163,800 charities in the UKand over half of charities have an incomeof less than 10,000The charity sector’s total income is 36.7billion and total expenditure is 36.3 billionThere are an estimated 732,000 paidemployees in the charity sectorCulture of concern post-Brexit as morecompetition for limited funds – 30% saidtheir indirect funding was “at risk” as aresult of BrexitRainmaker Foundation Tone of Voice - January 2017
Brand PersonalityIntelligentCollaborativeInspiringAs Rainmaker grows and becomes perceivedas a thought leader it is important that yourlanguage and tone reflects this ambitiousness.Move away from old clichés and focus insteadon thought-provoking and challengingstatements. Each piece of content released byRainmaker should reflect the intelligence of yourteam – try to consider current affairs i.e. Brexitand Trump and the state of the charity sector.This is a core value of the organisation andshould be mirrored far more clearly in thecontent. Try to include partner organisations inyour content – incorporating quotes or statisticsfrom associated brands into your articles andposts. Another possibility is congratulatingpartner organisations on their successes viasocial media.As a team you are extremely well educatedand continually strive to do and learn more. Itis important that your dedication to growth isreflected in your content. This sort of contentwould work perfectly on social media.Rainmaker Foundation Tone of Voice - January 2017
StyleInformativeInspirationalPositiveContent should convey a strong knowledgeof the service area and where possible useindustry-specific words or key concepts whilstavoiding sentences that are verbose or heavyin jargon. It is important to only use clichés tohighlight a point, not as the main point.Inspire charities by showing them that growthis achievable whilst also inspiring potentialand current Rainmakers. A powerful methodof achieving this could be to use statisticsdemonstrating your own successes as well asthose that have been achieved by the charitiessector overall.You're proud to be a part of RainmakerFoundation – a unique organisation that isimbued with a sense of prestige and confidence.This will particularly appeal to Rainmakers whowant to part of an important and pivotal charity.Rainmaker Foundation Tone of Voice - January 2017
TonePositiveFocusedEmotiveTry to use strong, declarative statements wherepossible. Using the present and future tense tocreate a sense of determination and convictionwill prove far more inspirational e.g. “togetherwe can achieve more” rather than “together wehope to achieve more.”Avoid generalities or overused remarks –instead use facts as a pivot to form your ownopinions that reflect the core ethos of yourcharity. E.g. “To date we have supported 30charities as they look to have a more profoundand meaningful impact,” instead of “we do thisby working at the sector level and individuallywith charities on the ground.”Language should be emotive and passionate –speaking to the heart of the reader you shouldtry to be as compassionate as possible. Alllanguage should speak directly to the reader,such as “you,” emphasising the sentiment that“we understand” and “we empathise.”Rainmaker Foundation Tone of Voice - January 2017
Best Practice ExamplesWant to become a Rainmaker?Who are Rainmakers?Are you inspired by the intersection oftechnology and community? Are you looking fora meaningful way of supporting the third sector?Join us at Rainmaker Foundation as we striveto build a better world and a more sustainablefuture.Rainmakers are successful individuals with awonderfully diverse collection of gifts, talentsand stories. Collectively, they have all strove toalter the norm; carving a unique path that hasled to financials success as well as possessingan ambition to make the world a better placefor all. Rainmakers work together to empowercharities, helping them harness their skills andpassion into an organisation that can createsustainable change.Instead ofDo you look to create change at the intersectionof innovation and real meaning? Then you’ll fitin with us. We share a mutual understandingof what that takes and as a community wecelebrate, challenge and inspire each other onthe journey.Instead ofRainmakers. Their stories are all different. Theirgifts and talents, as individual as they are. But,they all have at least two things in common.Firstly, they’ve pushed through limitations,carved their own path and have achievedprosperity in their lives. Secondly, they’recommitted to bringing the same gifts andtalents to making the world a better place forall. As a community, Rainmakers work togetherto create an era of global prosperity. Beginningwith empowering those in vital need: charities.Rainmaker Foundation Tone of Voice - January 2017
User AvatarsKeep these people in mind at all times –important that when you write content itappeals to their core.1. Small Charities2. Current RainmakersAge30-50 years oldAge45-70GenderFemale foundersA.O.B: Often don’t have children Degree educated Previous successful careers outside theThird Sector British bornGenderMaleMotivationLooking to take their charity to the next levelA.O.B Chief executive level Successful entrepreneurs White Degree educated Inspired by technology British born Living overseas High net-worth Already involved in charity (e.g. have set upprivate foundations)MotivationSudden life change that inspired them – neardeath experience, divorce that has left a vacuumin their lives.3. Potential Rainmakers(this demographic needs to be thought out)Age35 GenderFemaleA.O.B Entrepreneurs Have wide networks Compassionate DeterminedMotivationI think this is something you need to considermore, why would these women want to beinvolved? Do you want to paint it as a way tosupport the female community or the thirdsector as a whole?Rainmaker Foundation Tone of Voice - January 2017
Content GuidelinesKeep these people in mind at all times –important that when you write content itappeals to their core.Guidelines for writing content Be specific – use facts, figures and worldevents where possibleClose your eyes and picture the targetmarket – write for a real personBe conversational – speaking directlyto the userAvoid clichés or jargonGuidelines for editingweb copy Every blog article should include a clear callto action at the end i.e. – if you have anyquestions feel free to drop the ever friendlyJessica a line onjessica@rainmakerfoundation.orgBlog should be optimised for SEO: Include links to other pages on your site Include backlinks to other sites ofinterest Make sure each page is optimised usingMeta Tags Alt Tags The Meta description is the snippetof information that appears belowthe blue link on a Google searchresults page. Meta descriptionsprovide concise explanationsfor the contents of that specificwebpage – max of 156 characters. Thought pieces should be 500-600 words Informational pieces should be 250-300words Use informative subheadings Each blog should include 1-2 images (ideallyone taken from your own gallery) Add ALT text to each image that feedsinto your keywordsRainmaker Foundation Tone of Voice - January 2017
On Social MediaYou have huge potential on social media with1,167 followers on Facebook and 944 followerson Twitter. By using social media more regularlyyou could reach out to far more charities –helping to spread not only the word of yourcharity, but also gain some traction on yourcore ethos. Currently, your posts aren’t gettinga huge amount of likes, which could be easilyaltered with some more compelling content.Please see below for examples.FacebookTwitterHere at Rainmakers, we believe that innovationis #winning. But what have you been #winningin this year? Comment below. Feeling inspired?See what Martin Bjerejaard, Partner atRainmaking Loft has to say about it -create-the-next-big-thing/We’ve totally got your New Year’s resolutioncovered. Always wanted to create change for abetter world? Then become a Rainmaker. Findout more here. #2017challenge #RainmakerCalling all challenge seekers! Could you solve aworld problem in your lifetime? Well, we’ve gotsome advice. Tag a friend who you’d nominateto solve a world problem r-lifetime-2/Today’s big question is what makes aRainmaker? Click here to find out if you’re -rainmaker/It's #InternationalWomen’sDay and here’show our charities are making change for womenaround the world g-change/Ever wondered how to inspire generosity? Well,our Charity Manager, Ruty Geva, has six top tips.Do you have any others? Let us know maker Foundation Tone of Voice - January 2017
Rainmaker Foundation Tone of Voice - January 2017 Intelligent Inspiring Brand Personality Collaborative As Rainmaker grows and becomes perceived as a thought leader it is important that your language and tone reflects this ambitiousness. Move away from old clichés and focus
