Social Media for Fundraising – Strategy, Tone of Voice & Brandbook

For a project in the field of social fundraising, we developed a comprehensive communication solution dedicated to social media. Due to the emotional and sensitive nature of the subject, the key goal was to create consistent, empathetic, and credible communication that builds trust and genuinely supports audience engagement.

The scope of work included the preparation of a social media brand book, communication strategy, clearly defined tone of voice, and a set of post templates for regular content publication. The visual system was designed to organize communication, facilitate the transfer of information about collections, and strengthen their readability and recognition.

The tone of voice was based on simple, supportive, and authentic language – without pathos and excessive emotionality, with respect for the heroes of the collections and their stories. The communication strategy takes into account various content formats: information, educational, image, and update posts, adapted to the specificity of social media platforms.

The result of the project is a consistent and functional social media communication system that supports fundraising, facilitates consistent team actions, and helps build long-term community engagement around important initiatives.