Voice

Your general attitude towards the world.

CALMING, CLARIFYING, ENCOURAGING

American Philanthropic approaches its clients with a wealth of knowledge, practical experience, and highly qualified team members.

That is, they operate with a high level of competence… and without sounding know-it-all, or condescending, their voice should convey this status.

When team members speak, they’re calm, collected, knowledgeable… but they’re not in it just to tell you what you want to hear.

As an imaginary character, American Philanthropic would speak with a deep, warm voice, the kind that pulls people back to reality and common sense while encouraging them to launch forward. Not just friendly, it’s a voice that’s encouraging, truthful, and life-endowing.

This knowing, reassuring intelligence would lend itself to elegance and directness. By the way they speak, American Philanthropic signals that they understand the nonprofit world. They’ve been there, themselves and they’re glad to help.

Tone

If voice is the attitude an author has towards the world as a whole, then tone is the attitude that the author has towards the little corner of the world they’re talking about right now. Your tone expresses how you feel towards whatever you’re writing about today.

CURIOUS, FRIENDLY, ENLIVENING

Rather than overeager, or falsely sincere, American Philanthropic’s tone toward their corner of the world would be curious, friendly, and convivial... an elegant, socially intelligent balance of consideration for others, warmth, and humor.

From the way they speak, write and interact, they lift the mood and enliven the conversation.

Their tone would also convey some of the liveliness, humor, and camaraderie the team enjoys amongst itself and among those they work with. From clever anecdotes to thoughtful questions and crackling laughter, this is a tone that draws you in, welcomes you, and leaves you smiling.