Showing up online with warmth, care, and consistency
Your social media voice is kind of like your center’s personality. It’s what makes your posts feel like you. Whether someone is scrolling past your page for the first time or has followed you for years, your voice should feel familiar, authentic, and grounded in your mission.
So how do you find that voice - and make sure it connects with the people you serve and the people who support you?
1. Set the Tone: What Do You Want People to Feel?
The tone you use sets the stage. Think about how you want someone to feel when they read your posts. Reassured? Encouraged? Supported? Inspired?
For most pregnancy help organizations, a great tone is calm, hopeful, and friendly - like talking to a kind, trusted friend who really listens.
Here are a few examples:
- Calm: "Take a breath. You don't have to have it all figured out today."
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Hopeful: "There's still a path forward even if today feels heavy."
- Friendly: "Have questions? Let's talk. No pressure, no judgment."
- Professional and Warm: "Our licensed staff is here to walk with you every step of the way."
Once you find your tone, stick with it. A consistent voice helps people know what to expect when they engage with you.
2. Speak to Clients and Donors Differently
Who you’re talking to shapes how you talk.
When you’re writing for clients, keep it simple, supportive, and relatable. Don’t overcomplicate or overload them with info. Just focus on being present and reassuring.
When posting for donors, you can share more of the impact - showing how their support makes a difference while still sounding heartfelt and genuine.
Client Voice:
- "You don't have to do this alone."
- "We're here to talk whenever you're ready."
Donor Voice:
- "Because of you, 6 women walked through our doors and found hope instead of fear."
- "Because of your support, we're showing up for women at some of the hardest moments of their lives."
3. Skip the Robotic Language
If it sounds like something from a legal doc or an answering machine, skip it. Social media is personal - it should sound like a real human wrote it.
Instead of:
❌ “No termination services are available at this facility.”
Try:
✅ “We don’t refer for abortions, but we’re here to talk through your options with honesty and care.”
4. Use Warm, Natural Phrases
Some phrases that feel welcoming and human:
- "We're here for you."
- "Let's take it one step at a time."
- "You are stronger than you feel right now."
- "No pressure. Just honest answers."
When you show up online with a voice that’s grounded in care, people will feel it. And they’ll be more likely to trust you, connect with you, and remember the heart behind your mission.
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Need help finding or fine-tuning your center’s voice online? We’re here to help! Extend Web Services offers social media support designed specifically for life-affirming organizations. Email This email address is being protected from spambots. You need JavaScript enabled to view it. to start the conversation today!