Purpose
Codify how we talk about generosity so Giving Advocate content stays invitational, grateful, and impact-centered.
When to use
- Giving Advocate onboarding and training
- donation CTAs and giving pages
- stewardship prompts
Key principles
- Generosity is formation, not merely financial.
- Participation matters. Invite people into the story.
- Normalize multiple forms of generosity: time, talent, treasure.
- Stories before numbers.
- Gratitude, not guilt.
Language guardrails
Avoid:
- obligation framing (“you should,” “we need”)
- urgency manipulation
- transactional language (“ROI,” “conversion,” “close the gift”)
Prefer:
- “If this mattered to you, here’s a way to help someone else experience it.”
- “Thank you for making this possible.”
- “Here’s what your generosity sets in motion.”
Portal implications
- Giving content should include a human story hook before the ask.
- Stewardship content should celebrate outcomes.
- Giving Advocates should have short, flexible scripts that invite conversation.