Built on strong foundations

Our brand personality

This describes how you’d consider Generosity Path if we were a person rather than an organisation.

This is demonstrated in our tone of voice – the way we bring our brand identity to life in the words we choose and the way we say them, whether we’re running a JOG, talking to a potential funder, posting on social media or even creating a new video story of generosity.

Of course, there are times when that tone – the feeling behind our words – changes, but our character, our personality always remains the same.

The Generosity Path tone of voice can be summarised in three words:

Bold. Straightforward. Open.

Bold

• there is always more room for more generosity; that’s what it means to have hearts that are fully surrendered, hearts that won’t stop until they’ve changed the world.
• we believe God always has more for us, calling us deeper at every opportunity and constantly surprising us with his blessings.
• we love a barrier to overcome. Where mountains are in our way, it’s our faith that gives us the boldness to see them moved.
• we are all about action. Being bold means stepping into the unknown (or against the grain) to do something in response to God’s calling, and we won’t shy away from it.

Straightforward

• we are direct. We don’t talk around a subject, we say what we mean. Money is a sensitive and emotive subject, which is why we (carefully) get to the point. Every time.
• we use simple, clear language that avoids colloquialisms. Whilst we want our stories to be relevant to their regions, we also want them to be used globally, which means using language that can be translated for anyone to understand.
• we avoid manipulation. If there’s something we think you should do, we’ll simply ask you.
• we are careful not to over-spiritualise, using bible verses (whether paraphrased or quoted) only where they add specific value to what we’re saying.

Open

• we are here to spark a flame, not to dictate where those flames might burn
• we offer ideas and suggestions, not recommendations, and we never tell you what you ‘must’ or ‘should’ do.
  our first response to a question about how or where someone should give is always ‘what do you think you should do?’
• we celebrate the different ways that people around the world express their generosity.