How do we sound?
It’s crucial that Tearfund’s brand is clear in our tone of voice. Here’s how our personality should come across in the way we sound. We also have a house style guide to help ensure consistency across our external communications, view here.
Hope driven
We are filled with hope.
Our hope is solid and bold, not naive and never in vain, because we trust in an amazing and just God. God is love, and is already at work in the world. He has called us to join him, following Jesus through the power of the Holy Spirit. We never despair and we never give up; rather we push on towards an end to poverty, fully believing that his kingdom will come and his will be done.
We are hope-driven.
Key points:
The hope we have in God is powerful, it gives us confidence and steadfast determination.
Our hope is bound up in our passionate, whole-hearted faith in God. It should feel inspiring and dynamic.
This is an expectant hope, sure of change. It motivates us, and means we really believe in what we do.
Like this:
No matter how extreme poverty is, our God is stronger, and we follow and serve him knowing that he will overcome it.
Wherever there is pain, suffering and poverty, God is already there to pour out his love, comfort and restoration, and we are committed to following him. Everything we do is to see his kingdom come.
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Poverty is widespread, but we are hopeful that God will act.
Wherever there is pain, suffering and poverty, God’s love, comfort and restoration could make all the difference. We are committed to following him in these places, in the hope that he will act.
Courageous
We give it all we’ve got.
When disaster strikes, we respond. Where there is conflict, we champion peace. We go beyond the surface need, deep into the root causes of poverty. In the face of injustice, we speak out in spirit and truth. We’re shaped by a relentlessly loving God. During his time on earth, Jesus went to the people who were most marginalised, and then to the cross in the name of love. And today we follow him where the need is greatest.
We are courageous.
Key points:
We’re courageous, but not reckless.
Tearfund is a global network of people taking our strength and leading from God. We are brave because of God, but we’re not the heroes of the story.
Our courage is about our willingness to look into the brokenness of the world and be part of responding to it through love.
Like this:
The impact of the conflict is devastating, but we will not look away. It’s going to be a long and challenging journey to restoration, but it’s a road that Tearfund will travel with the people of Syria for as long as it takes.
We are shaped by a relentlessly loving God, and so nothing will stop us from loving others – in thought, word and deed.
Power talks, but love shouts louder. Money counts, but justice matters. Join us – in God’s strength – as we stand up to the people, policies and systems keeping communities trapped in poverty.
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The people of Syria have a long, difficult journey to restoration, but we’ll do what we can and pray they’ll get there.
We will pursue our mission whatever the cost. Come hell or high water, we will never turn back.
Tearfund is on a crusade to save the world, standing up to the evils of power, money and corruption. We will defend the rights of those who are needy and alone. We will be their strength and shield, will you join us?
Open hearted
We believe God loves every single person and has created all people with gifts and potential, whether they are an accountant in Scotland or a farmer in Tanzania. Everyone is made in the image of God. That’s why we treat everyone with respect and dignity. We include, not exclude. We encourage dialogue, using language that’s clear and accessible without being patronising. We work with others whenever we can, and thrive in community and partnership.
We are open hearted.
Key points:
Balanced with our confidence and determination is a Christ-inspired humility. We don’t have all the answers, we are not arrogant and we are willing to question our assumptions.
We are aware of our identity as a global organisation and mindful of our different audiences, encompassing diverse cultures, traditions and theological perspectives. We are passionate about communicating with people effectively and appropriately.
We avoid jargon, and take a ‘plain English’ approach to include and engage as many people as possible.
What we learn, we share. We want to be part of a global community of people who are seeking the best ways to help communities flourish. We are generous with our expertise: we don’t keep good things to ourselves.
Like this:
At Tearfund, we see people, not labels. However difficult the situation, wherever there are human beings there is God-given potential, determination and hope. And those three qualities are the surest way to see powerful change. All of us are created to thrive, not just survive.
Poverty can trick people into feeling like there is no way out. We work with communities to help them fulfil their own potential to transform their lives and flourish.
God’s kingdom is for everyone, and he wants each of us to join him in building it here on earth. In it, people will be released from poverty, whatever that poverty looks like and wherever in the world they are.
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At Tearfund, we work with the very poorest people, and are compassionate in the face of their hopelessness. But where there is mercy, charity and fortitude, there is hope. We are resolved to make sure these people thrive, not just survive.
Lack of economic resource can lead to feelings of hopelessness and despair among beneficiaries. Our interventions seek to address this.
People living in poverty need to step into their identity as children of God, where they can experience the same fullness of life as us. Together, let’s reach out to those who are hopeless and destitute.
Empowering
We all have the God-given potential to do amazing things, and we believe that unlocking this potential is key to seeing people live fulfilled lives. Where there is poverty, we work in a way that breaks dependency on charities and outside help, and enables people to bring about change themselves. Among our supporters, we empower them with the knowledge that their prayers, gifts and actions matter.
Whoever we are talking to, we are empowering.
Key points:
Empowerment isn’t just about helping people to overcome poverty, it’s about all people living life to the full and being part of God’s kingdom-building, life-giving mission.
Restoring relationships is a key part of how we see empowerment. See Tearfund’s theology of poverty for more.
The Church and Community Mobilisation (CCM) approach models the effectiveness of empowerment, but it doesn’t end there. We seek to empower across the whole of our work.
Like this:
We’re following Jesus where the need is greatest, working through local churches to unlock people’s potential and help them to discover that they have the power to change their lives in amazing ways.
Your prayers and gifts can provide Martha with the seeds, tools and knowledge to start growing crops to eat and sell – the foundation she needs to earn a sustainable living and build a good future.
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We’re following Jesus where the need is greatest, overcoming the poverty threatening the lives of desperate people.
Your donation could provide Martha with seeds to make it through the next harvest season.