Tone & Voice
How the site should sound — voice guidelines for consistent, on-brand copy
A note on this section
This is a starting point, not a mandate. You know your voice better than we do — if something here doesn't feel right, let's talk about it and adjust.
The site will be written by different people across different pages. Voice guidelines keep everything consistent so it reads like one organization, not a patchwork.
What we're designing toward
Warm
Genuine care, not performative. Like a neighbor who shows up with a meal, not a greeting card.
Trustworthy
Credible, transparent, grounded. Donors and visitors should feel confident in the organization.
Clear
Direct and easy to understand. No jargon, no filler, no hedging.
Approachable
Welcoming without being casual or trendy. Comfortable for all ages.
Aim for / Avoid
The difference between copy that builds trust and copy that creates distance:
| Aim for | Avoid |
|---|---|
| Warm | Cute or folksy |
| Professional | Corporate or stiff |
| Urgent | Guilt-tripping |
| Trustworthy | Performative or self-congratulatory |
| Supportive | Pitying |
| Direct | Blunt or cold |
Examples
- "Your gift delivers meals and connection to a neighbor who needs both."
- "We're here to help. Call us anytime."
- "Volunteers are the heart of what we do."
- "No one should eat alone."
- "Your generous donation will make a tremendous difference in the lives of those less fortunate."
- "Please do not hesitate to reach out to our client services department."
- "We couldn't do it without our amazing, incredible, fantastic volunteers!"
- "Loneliness among seniors is a growing epidemic in our community."
Tone by section
The voice stays consistent across the site, but the tone shifts depending on who's reading and what they need.
| Section | Tone | Why |
|---|---|---|
| Donate | Grateful, confident | Donors want to feel their gift matters. No guilt, just impact. |
| Volunteer | Energetic, inviting | Make it feel easy and rewarding to get involved. |
| Get Meals | Calm, supportive | Likely someone in need or a caregiver under pressure. Gentleness and clarity matter here. |
| About | Proud, grounded | This is where credibility lives. Tell the story with confidence. |
| FAQ | Conversational, helpful | Answer like a real person would on the phone. |
Language
- "Older adults" and "seniors" are what MOWP uses most across the current site. Both are fine. "Seniors" appears in the vision statement ("No senior will go hungry or experience social isolation") so it's part of the org's identity. "The elderly" is the one to avoid — it groups people into a monolithic category.
- "Neighbors" appears occasionally on the current site ("older neighbors") and could be a warmer default for the new site if it feels right. It's a suggestion, not a mandate.
- "Living with" or "using" rather than "suffering from" or "confined to"
- Show people as active participants. "Maria looks forward to her Tuesday deliveries" vs. "Maria receives meals twice a week"
These small shifts make a real difference in how the site feels.