Reassuring
Explain clearly, reduce ambiguity, and avoid vague promises.
Tone of voice
Tone of voice
Make the Change voice is warm, reliable, and action-oriented. Every microcopy should reflect this position.
Last update: February 2026
5 editorial pillars
Collective
Emphasize shared contribution and common outcomes.
Innovative
Show technology value in plain and concrete language.
Authentic
Anchor messages in facts, numbers, and field reality.
Optimistic
Highlight progress and clear positive next steps.
Microcopy: approved examples
Use these formulations as a reference for CTA, statuses, errors, and onboarding.
Primary CTA
Do
Support this project now
Avoid
Click here
Status message
Do
Contribution confirmed, impact is being calculated.
Avoid
OK, done.
Error message
Do
Payment failed. Check your details and try again.
Avoid
Unknown error.
Onboarding
Do
Choose your first project to start your impact journey.
Avoid
Start here.
Editorial review checklist
- The message clearly explains the next action.
- The tone stays positive without hiding real constraints.
- Vocabulary remains consistent with the biodiversity mission.