The Importance of Defining Your Nonprofit's Voice and Tone


Voice and tone may seem insignificant in the grand scheme of running a nonprofit. However, a well-defined voice and tone will create a sense of consistency among all your communication. This will make your nonprofit recognizable, and create a stronger sense of trust and reliability for your supporters.

What’s the Difference?

Although voice and tone seem like similar concepts; they are actually quite different! Here is a quick breakdown:


Your nonprofit’s voice will remain consistent. Voice is likely impacted by the type of work your nonprofit does. Your voice could be relaxed and casual, serious and thoughtful, or upbeat and funny.


Your nonprofit’s tone will often change. Tone is dictated by the situation in which you are communicating; the same exact way your tone changes while speaking! While maintaining your nonprofit’s voice, tweak the tone to fit the situation. You wouldn’t use the same language to share a fundraising success, that you would to update your supporters on the effects of a natural disaster. Change your tone accordingly!

How to Remain Consistent

The key to putting these principles into practice is consistency, especially with voice! It is important to make sure your voice carries across all forms of communication. This includes website copy, blog posts, social media, event invitations, donations appeals and much more. It may be beneficial to include notes on voice and tone in your nonprofit’s brand guidelines. This will be helpful for new people who join your organization.

Why does it matter?

A clear and defined brand is key in helping your nonprofit gain more supporters and bring in more donations. Your voice and tone play an integral part in ensuring your nonprofit’s brand is recognizable. Consistency will also help give your followers a sense of trust in your organization. Use your nonprofit’s voice and tone as tools to make you stand out!


If you have more questions about nonprofit strategy you can always reach out to the DipJar fundraising experts for help. It's what we love to do!