Our Voice

What is a voice?

A very important aspect of the overall GatherDC brand is its “voice.” Voice is the public personality of a brand and defines how audiences view an organization. This voice should be consistent across all GatherDC platforms – social media, blogs, ads, website, videos, and event attitudes – when interacting with the general public as a representative of GatherDC.

OUR MAJOR DISTINGUISHING FACTORS:

This is to help guide all aspects of communication. It is to remind us what makes GatherDC particularly unique. It is not intended as a list of all of the brand’s factors, just the three most distinguishable ones.
It’s for internal use only.

We are the first stop for Jewish young adults who are new to Washington, DC and looking to connect with their community through events both secular and Jewish.

We view the young adult Jewish community not as a religious group but as a network of people with connecting values and experiences.

We are a thought leader in bridging non-affiliated Jewish adults with the wider Jewish community through engagement, activities and support.

BRAND’S MAJOR DISTINGUISHING QUALITIES:

All of these qualities should ring true across all forms of communication for the brand including messaging and aesthetic style used for GatherDC.

Optimistic • Playful • Upbeat • Earnest • Supportive • Inclusive • In-the-know About Jewish DC

Organizational Titles

Addressing Sticky Subjects

Difficult Times

Politics

Social Issues

Israel and Current Events Affecting Israel

Antisemitism

Alcohol

Cannabis

Food in Relevance to Kashrut (Kosher Law)

COVID-19

Shabbat, Jewish Holidays and Festivals

Basics

Brand’s Full Name:

GatherDC

Brand’s Name (in second mention):

GatherDC

Brand’s Abbreviated Name:

Gather

Used on internal communication and informal examples of external communication (individual emails, blogs, social media, etc.)

Tagline:

The Tagline can be used along with the logo when appropriate. The items below should be used together unless “20 & 30 somethings” does not seem necessary. Note – capitalization and punctuation in this format should stay consistent

Key Message:

GatherDC helps you find your people and your place in Jewish DC. We are the central platform for post-college/pre-family Jewish life across the DC area, helping thousands of 20 and 30-somethings meet, learn, and connect. We strengthen the fabric of Jewish life by building relationships with Jewish (and Jew-curious) young adults, and connecting them to friends, classes, events, jobs, apartments, and more. We facilitate innovative opportunities for Jewish learning, and partner with the best venues and Jewish organizations so they can best serve 20s and 30s. We exist so you can find what you need to live a Jewish life that feels right to you, right now.

A key message should be thought of as the general statement that explains what the company does, who it serves, and why. It should be used in marketing tools.

Hyper Key Message:

GatherDC helps you find your people and your place in Jewish DC. We partner with the best venues and Jewish organizations in the area to help 20 and 30-somethings meet, learn, and connect. We exist so you can find what you need to live a Jewish life here that feels right to you, right now.

This can be used for platforms that need brief descriptions of the brand. It should be memorized by all within the organization as a go-to description of what the organization is.

A note about the style of language:

Brevity is key here. Only the most important things should be used because marketing language is designed to make a point quickly and attractively. Marketing language is not technical, but clear, concise, and intended for the broadest audience an organization seeks to connect with.

Tone & Personality

Messaging

The language that is written here will be the foundation of how other communication documents are produced. Things like website content, social media messages, grants, marketing materials, etc. will all start from this established language. This allows all messaging to remain consistent, helping audiences comprehend and retain the information. Its use also allows the organization to remain in control of its messaging no matter who is communicating it. Granted, the sentences found here can be rearranged and excluded depending on the output it is used for, but overall, this is what the language will look like when we speak or write about GatherDC on a public platform.

General Qualifiers

Generally speaking, the 20s and 30s Jewish DC population is informed, curious, and solution-focused, and GatherDC is too.

To be considered within the GatherDC voice, a form of communication must:

Meet at least three of the five of the following qualifiers:

OPTIMISTIC
PLAYFUL
UPBEAT
EARNEST
SUPPORTIVE
INCLUSIVE
IN-THE-KNOW ABOUT JEWISH DC

Never be any of the following qualifiers:

PESSIMISTIC
CYNICAL
SNARKY
DEROGATORY
MEAN-SPIRITED
SARCASTIC
CONTROVERSIAL*
POLITICAL*

*These are subjective terms. For more information on this, see the Addressing Sensitive Subjects Guide.

Be Optimistic

Example of why

"Is anyone else surprised that it's ~still~ fall?! Here's to hoping that we can find some leaves to roll around in on this final Shabbat before winter officially begins. Shabbat shalom, DC!"

Be Playful

Example of why

"Dust off your ugly Hanukkah sweater, get your fingers ready for some dreidel spinning, and come happy hour with us"

Be Upbeat

Example of why

"We just wanted to give you a head's up that GatherDC will be closed 'til 2022! We're scheduling out some content for your social media feeds (I mean, we're not monsters), but if we're a little slow to respond, don't hate us—we'll be back in your inboxes bright and early on Jan 3"

Be Earnest

Example of why

"We hope this Shabbat comes with the space and time you need to process and take care of yourself and those around you. May the Source of Life spread a canopy of peace—sukkat shalom—over all of us."

Be Supportive

Example of why

"We hope you’ve been able to reach out to friends, colleagues, or family for support. Know that we’re here for you, too."

Be Inclusive

Example of why

"Inclusivity is at the core of our communication. The Jewish population in Washington, DC is diverse and encompasses a multitude of viewpoints."

Be In-The-Know About Jewish DC

Example of why

"This guide has everything you need: the most delicious Passover recipes, some super cool resources, and of course all of the amazing events happening in the DMV"

Informal vs Formal

The voice is almost always Informal except in very specific situations that call for a more serious tone (see Addressing Sensitive Subjects Guide for exceptions).

Inclusivity

Inclusivity is at the core of our communication. The Jewish population in Washington, DC is diverse and encompasses a multitude of viewpoints.

Any communication using GatherDC’s voice should be sensitive to a broad spectrum of varying viewpoints, backgrounds, beliefs, gender identification, abilities, etc.
Inherent to our mission is ensuring that all Jews no matter belief, education, practice, or attitude feel like they have a place in our community.

A crucial rule of thumb:

GatherDC should never insinuate that there are any specific ways of being Jewish or use in-group language. While we can acknowledge that there are certain cultural signifiers, we must never exclude anyone who does not have those associations as part of their Jewish identity.

Style Guide

Oxford comma is standard

"We provide a comprehensive online list of local events, jobs, kosher food, housing, rabbis, and more that make it easy for young adults to find their fit in the Jewish community."

Dashes (em vs en vs single)

Em dashes (—) are used like commas, colons, or parenthesis—a tool to break up text and provide explanatory or descriptive phrases or asides to the reader. The em dash is the longest of the available dashes ( —, –, - ).

En dashes (–) to express a range of numbers. (e.g. we estimate there are a total of 100–300 different Jewish organizations in the DMV region.)

Hyphens (-) are used to join compound words; pretty much your run-of-the-mill dash usage.

Hebrew/Yiddish/Ladino words followed by a parenthetical translation

"Chag Sameach (happy holidays) from all of us at GatherDC! "

Any stats, data, quotes, or outside information used should be cited according to APA guidelines.

"GatherDC loves that Jewish life has always been rich in diversity, and is increasingly so (Pew Research, 2021)."

Word Choice

Relationship-based engagement

Relational engagement

Antisemitism

Heartbeat Model

OK (in titles)

okay (in text)

DON'T

Relationship based engagement

Relational based engagement

DON'T

Anti-semitism

DON'T

heart beat model

DON'T

okay (in titles)

OK (in text)

GatherDC's Audience

20s and 30s

20s/30s

Jewish people

Jewish 20s and 30s

DON'T

Young Professionals

20s & 30's

Jews (only use if contextually appropriate)

Organizational Titles

GatherDC

Gather

GatherNoVA

NoVA (internal only)

Gather, Inc.

DON'T

Gather DC

Gather NoVa

Nova

NoVa

NOVA

Gather Inc,

Gather Inc.

Addressing Sticky Subjects

This is intended to help guide communicators that wish to use GatherDC’s brand to communicate around certain subjects such as politics, social issues, Israel, kosher law, etc.

Difficult Times

Though we do always strive for upbeat optimism, we must also acknowledge the uncertain times we live in. There will be times of tragedy and serious events when it will be inappropriate to communicate in a ‘playful’ or ‘upbeat’ manner. In these moments, GatherDC will refrain from angry or upset responses and instead remain supportive of our community's needs, and be solution-focused when possible.

Politics

GatherDC’s voice should never be lent to political opinion.

GatherDC must remain 501c3 compliant—which means that we are not able to legally endorse political campaigns, candidates, or issues.

GatherDC’s mission is about connecting people and making them feel included. Sharing political opinions can alienate those with differing opinions, thus, is counter to our mission.

Exceptions / Policy of Note:

GatherDC should always keep track and communicate about local elections in the DMV, share voting information, and encourage this civic duty.
It is okay for GatherDC staff to voice their own political views publicly on their separate, personal channels. However, on these said posts, staff should never tag GatherDC or affiliate directly with GatherDC in any way.

Social Issues

While many social issues these days are politicized (see “Addressing Political Issues” section), GatherDC’s voice can, in some circumstances, be lent to social issues—but communicators should proceed with caution. The following question guide is intended to help guide you in addressing social issues in GatherDC’s voice:

Are you communicating about a social issue from a personal perspective or organizational decision? If the former, check with staff before proceeding to the next question.
Is the social issue aligned with GatherDC’s values? If yes, proceed to the next question. If not, do not communicate.
Is the social issue relevant to our community? If yes, proceed to the next question. If not, do not communicate.
Is the social issue hyper-local? If yes, proceed to the next question. If not, consider not communicating.
If you’ve made it this far, it’s probably okay to lend GatherDC’s voice to this issue, but ensure that the way you communicate about it answers the following question: “How can GatherDC be a resource/support/aggregator for this social issue?”

Policy of Note:

It is okay for GatherDC staff to voice their own views on social issues publicly on their separate, personal channels. However, on these said posts, staff should not tag GatherDC or affiliate directly with GatherDC in any way.

Israel and Current Events Affecting Israel

Israel is a Jewish state and our community has varying views of the events, politics, and happenings in Israel. A lot of our community members are impacted and involved in some way by Israel. The following policies should guide you in applying GatherDC’s voice to communicating about Israel:

GatherDC should not be ignoring events happening in Israel.
Even though it can often be hard to determine a response, silence should not be the default when addressing Israel or events affecting Israel.

GatherDC’s general stance is that we care about Israel and we care about human rights, and we are sympathetic while realizing there is a larger context to all issues.

GatherDC’s mission is to connect people and to be an aggregator of information. Communication around Israel should reflect this mission.
See “Israel Guide” (coming soon)

Terms OK to use:

Israeli/Palestinian Conflict
Israel
Gaza
West Bank

Terms to never use:

Palestine (when referring to Israeli territory)
Occupied Territories

Antisemitism

GatherDC condemns all antisemitism. The following should be considered when addressing anti-semitism through GatherDC’s voice:

Is the antisemitic sentiment or incident affecting our local community? If yes, address it. Refer to “Addressing Difficult Times” for guidance on how. If not, discuss it with the rest of the team before communicating about it. Remember—it is not reflective of our mission to report every anti-semitic incident that occurs around the world.
Is the sentiment or incident tied to Israel? If yes, do not use GatherDC’s voice to communicate about it. See the “Addressing Israel” section for more guidance on how to proceed.

Alcohol

While GatherDC’s audience is of legal drinking age, alcohol can be a sensitive issue for some and we must remain inclusive when referring to its use to ensure we remain inclusive and supportive of our community. The following should be kept in mind when addressing alcohol when using GatherDC’s voice:

GatherDC should never center or focus our communication around alcohol. This could come up when promoting “Happy Hours” or discussing the drinking of wine and beer during holidays or festivals. When communicating about these or other items, there should always be mention of non-alcoholic options and practices.

We do not believe that alcohol “makes us cool.” We believe that one does not need to drink to feel like they belong at a GatherDC event or gathering. These beliefs should inform all internal and external communications.

Exceptions and Policies of Note:

It is okay to post photos of people with drinks in their hands at our Happy Hour, or wine on the table at a Shabbat meal as long as:
- Photos represent how we’re billing an experience.
- Photos represent people looking like they are having a nice time, and/but not like they are intoxicated.

Cannabis

Use of cannabis is legal in private residences for people 21 and older in DC and Virginia. It is decriminalized but not legal in Maryland.

While GatherDC’s audience is of legal age to consume cannabis (respecting geography noted above), its use can be a sensitive issue for some and we must remain inclusive and supportive to our community when referring to its use. The following should be kept in mind when addressing the use of cannabis when using GatherDC’s voice:

Communication should never be centered around the use of cannabis. If considering communication about cannabis it should pass the following question guide:
- Is this relevant to our audience? If yes, proceed to the next question. If not, do not communicate.
- Is this about a local law change or of consequence to Jewish culture, practice or text? If yes, proceed to the next question. If not, do not communicate.
- Does your gut say you should communicate about it? If yes, communicate. If not, check with other staff.

Food in Relevance to Kashrut (Kosher Law)

Most of GatherDC’s community is not Kosher, but some are and we want to be inclusive of everyone. The following should be kept in mind when communicating about food in GatherDC’s voice:

GatherDC currently offers a Kosher food guide on our website and can be referred to when/if needed.
GatherDC can share about businesses that are not Kosher, but always ensure it has relevance to our audience. For example, the business is local and owned by someone Jewish, the food item has Jewish relevance, a community member is involved somehow and this is being mentioned.
If it’s overtly traif, probably best to not communicate about it.
It is not necessary for us to disclaim all food as Kosher/not Kosher.
An exception for this is for holiday-related giveaways, where more people are viewing, and people might assume everything is Kosher just because we are a Jewish organization.
Keep it light: “FYI – not labeled strictly Kosher, if that’s your thing.”
For guides/catering/food options, we should make sure there is a balance of Kosher and not Kosher options, but we do not need to do disclaimers.

COVID-19

It is important to GatherDC that our community feels safe and informed about COVID-19. The following should be kept in mind when communicating about the COVID-19 pandemic in GatherDC’s voice:

GatherDC experiences should always communicate clear COVID-19 guidelines.
GatherDC should share information about local COVID-19 guidelines, safety, testing, and vaccination information.
As an aggregator, it is okay to post events/organizations that have different
COVID-19 guidelines than ours. It is not our responsibility to police other organizations.

Shabbat, Jewish Holidays and Festivals

GatherDC speaks to a diverse community of Jews, with various degrees of practice and observance. Because of this, the following should be kept in mind when referring to these occasions in GatherDC’s voice:

Shabbat should be framed as a time for a pause, a break, rest, or a moment for mental health.

Friday Shabbat communications should be posted at 4pm, and nothing should be publicly communicated after that or on Saturday before sundown.
Communication about holidays (ie. Holiday Guides) should go out before the day-of.
- Day-of posts should be pre-scheduled “happy holidays” only.
- No other communications should be shared publicly unless there is groundbreaking news that pertains to our community (see other sections about this throughout the guide).
- If GatherDC is running an experience and there are last-minute changes/communications needs, a day-of post is permissible.
- Using our pre-scheduling capabilities is encouraged when possible.

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