CASE STUDY
Using tone of voice to reshape perceptions of a housing charity
Challenge
A well-known housing and homelessness charity was facing a perfect storm. Pressure on housing was increasing more than ever before. At the same time, significant elements of its funding were being cut. And its teams were struggling to communicate its value.
So the charity approached Wordtree. It asked for our support to create a new approach to communicating that would:
- Help it speak directly to the people who needed its services
- Allow it to tell its story to donors – and raise vital funds
Solution
This was a wide-ranging, multi-faceted programme of work that involved:
- Becoming deeply familiar with the charity’s brand and strategic objectives
- Auditing its existing communications
- Creating an approach to language that evoked the organisation’s gritty, campaigning history – and codifying it in a framework and guidelines
- Training colleagues across the charity to adopt the new approach
- Recreating dozens of communications in the new tone, to accelerate adoption and provide examples of best practice across the organisation
Results
Within months of adopting the new approach, unprompted recognition of the charity and the work it does increased. Teams were able to talk about the charity’s purpose and impact with confidence. And critically, the charity was able to shift its funding model and meet its ambitious targets.
Discover other examples of our work
Brand Manager
Large charity