Overview
Voice & Tone
Messaging
Logo
Color
Typography
Photography
Visual Elements
Examples
Overview
Organization Info
Organization & Initiative
About
The Foundation for Fresno Unified Students is a nonprofit organization dedicated to empowering every student in Fresno Unified School District to reach their full potential. Through strategic fundraising and partnerships with local businesses, philanthropic organizations, and the community, The Foundation provides essential resources and support for innovative educational programs. By focusing on student success, promoting equity, and fostering collaboration, The Foundation helps create opportunities that go beyond the classroom, ensuring all students have access to the tools they need to thrive in school and in life.
Contact Information
Head Office
906 N Street, Suite 115
Fresno, CA 93721
Phone/Email
Phone: (559) 457-3885
Email: foundation@fresnounified.org
Primary Website URL
Social Media
Other Touchpoints
- Email Marketing
- Events
- Programs
- Scholarships & Awards
- Donor Outreach
- Alumni Materials
- District Support
- Foundation Ambassadors
- CBOs & Other Partners
- News Releases & Media Mentions
- Community Social Media Mentions
Tools & Integrations
- Social Media: Sprout Social
- Design: Canva Pro
- Email Marketing: MailChimp (~1,300 subscribers)
- Donor Database: Little Green Light (LGL)
- Event Ticketing/Giving Campaigns: GiveCampus
- Dashboard & Forms: Microsoft 365Payment
- Processor: Stripe
- Grant Database: Instrumentl
Operations
Initiatives
- Mentors Matter
- Adopt-A-Project
- Adopt-A-School
- Engines for Education
- Foundation Ambassadors
Events
- Giving Day: Peak Potential (Aug)
- The Noir Event (Oct)
- Suit Drive (Feb; two weeks)
- Suited for Success (Apr)
- Spill the Tea (Mar)
Scholarships & Awards
- Fresno Unified Scholarship
- Fresno Unified Community Scholarship
- Named Scholarships
- Jim Newton Memorial Scholarship
- Tim Liles Scholarship
- The Joy A. and Gayland P. Smith Teaching Award at Roosevelt High School
Giving Campaigns
- Mentors Matter (Green)
- Car/Material Donations (Orange)
- Circle of Excellence (Charcoal)
- Legacy Giving (Purple)
- Power of ONE / Employee Giving (Light Blue)
- Alumni (Magenta)
- Corporate Giving (Tan)
- Adopt-A-Project / District Support (Red)
Core Competencies
Mission-Driven Commitment
- Equity & Inclusion: Ensuring equal opportunities and support for all students, regardless of background.
- Student-Centric Focus: Prioritizing initiatives that directly benefit students’ growth and success.
Resilience & Adaptability
- Crisis Management & Sustainability: Adapting to challenges and implementing sustainable practices for long-term impact.
- Resourcefulness: Efficiently utilizing resources to maximize benefits for students.
Proactive & Innovative Strategies
- Preventative & Forward-Thinking Programs: Anticipating and addressing future educational needs through innovative initiatives.
- Early Intervention: Providing timely support to mitigate potential issues.
Expanding Worldviews
- Enriching Experiences & Global Awareness: Offering activities that broaden students’ perspectives and promote cultural understanding.
Operational Excellence
- Efficiency & Transparency: Streamlined operations and clear communication with stakeholders.
- Accountability: Ensuring responsibility and results from the organization and its partners.
Collaborative Partnerships
- Cross-Sector Collaboration: Building strong partnerships with various sectors, including education, business, and nonprofit organizations.
- Community Involvement: Engaging local businesses, organizations, and residents in educational support.
Holistic Support
- Mental Health & Nutrition Services: Providing comprehensive support for students’ well-being.
- Family Engagement: Involving and supporting families in the educational process.
Leadership & Vision
- Inspirational Leadership: Guided by visionary leaders like Wendy McCulley.
- Strategic Vision: A clear, long-term vision for the Foundation’s growth and impact.
Brand Foundations
Narrative
Laying the Foundation for Student Success
The Foundation for Fresno Unified Students is the cornerstone of support and opportunity for students within Fresno Unified School District. Established with a mission to empower every child to achieve their full potential, the Foundation serves as the crucial layer of additional support that complements the traditional educational system.
At the heart of the Foundation’s work is the belief that education is the avenue to prepare students for success in all aspects of life. Recognizing that many students and families face challenges that extend beyond the classroom, the Foundation steps in to fill the gaps, providing the resources, guidance, and opportunities that the school district alone cannot always offer.
Through scholarships, innovative programs, and community partnerships, the Foundation ensures that every student has access to the tools they need to thrive. By supporting students and families, enhancing learning environments, and funding extracurricular activities, the Foundation helps create a well-rounded educational experience that fosters growth, resilience, and a love for learning.
The Foundation is committed to guiding students through their educational journey, helping them discover their strengths, and encouraging them to explore new possibilities. We will continue laying the groundwork for future success by addressing the immediate needs of students and anticipating the challenges they may face.
Every initiative, every partnership, and every dollar raised is directed toward one ultimate goal—to build a stronger, more supportive educational foundation upon which all students can stand tall and reach for their dreams. The Foundation for Fresno Unified Students is dedicated to creating a brighter future for every child—one that is filled with promise, potential, and endless opportunities.
Brand Statement
Purpose
Empowering every student to achieve more.
This statement clarifies our role in the educational system, ensuring that students have access to growth opportunities beyond traditional classroom settings. It underscores our collective commitment to creating comprehensive support systems that cater to the diverse needs of students. An update to our original tagline, this slogan is the perfect shortened representation of the organization’s mission, succinctly communicating our commitment to all potential audiences.
Mission
To empower every Fresno Unified student to reach their full potential by creating opportunities for growth, learning, and achievement inside and beyond the classroom.
This statement succinctly captures the essence of the Foundation’s work, emphasizing our role in empowering students by providing necessary resources and support. It highlights the strategic partnership with Fresno Unified and the importance of community involvement in accelerating student progress, aligning perfectly with our goals and activities.
Vision
A future where every student in Fresno Unified is equipped and inspired to achieve their full potential, supported by a community committed to their success.
This statement outlines an aspirational future where every student is fully supported and inspired to achieve their highest potential. It reflects the commitment to creating a nurturing, empowering environment, driven by a community dedicated to student success.
Culture
At The Foundation for Fresno Unified Students, we cultivate inclusivity, collaboration, and innovation. We are dedicated to understanding and addressing the challenges faced by our students, fostering an environment where everyone is empowered to contribute and succeed. We prioritize building strong, authentic relationships within our community, ensuring that every action we take is purposeful and impactful.
This statement encapsulates our commitment to creating an inclusive, collaborative, and innovative environment. It emphasizes the importance of understanding the student perspective, in addition to highlighting the value of authentic relationships and purposeful actions.
Core Values
These core values are the guiding principles that define The Foundation for Fresno Unified Students’ culture, actions, and decisions. They reflect the essence of who the organization is and what it stands for, ensuring that all efforts are consistently aligned with the mission to empower every Fresno Unified student.
Student-Centered Excellence
We prioritize exceptional educational experiences, placing students at the heart of our efforts. Through collaboration and strategic investments, we empower students to reach their highest potential.
Equitable Inclusivity
We are dedicated to fostering a welcoming and inclusive community. By promoting equity and providing equal access to resources, we ensure every student can thrive and celebrate diversity.
Purposeful Innovation
We embrace innovation to drive meaningful change in education. Seeking creative solutions, we address challenges and enhance student outcomes through continuous improvement.
Selfless Commitment
We consistently prioritize students’ best interests by ensuring every decision is driven by unwavering integrity. Upholding ethical practices for long-term success, we selflessly serve our community.
Audiences
Beneficiary Audiences
Fresno Unified Students
- Description: The primary beneficiaries of the Foundation’s initiatives.
- Characteristics: K-12 students with diverse backgrounds and varying academic performance levels, interests, and extracurricular activities.
- Goals: Academic success, access to resources, participation in extracurricular activities, personal growth, and future career readiness. Feel like part of something respected and significant.
- Pain Points/Barriers: Limited access to resources, socioeconomic challenges, need for mentorship, and support in navigating educational pathways.
- Sources of Information: School counselors, teachers, school websites, social media, educational apps, parents/guardians, and peer networks.
- Notes:
- Third-Largest District in California
- 108 School Sites
- Nearly 70,000 Students
Parents & Guardians of Fresno Unified Students
- Description: Primary caregivers for students of Fresno Unified, potentially including parents, grandparents, siblings, and/or legal guardians, depending on family dynamics.
- Characteristics: Diverse socioeconomic backgrounds, varying levels of educational attainment, and involvement in school activities.
- Goals: Ensuring children’s academic success, safety, and well-being, accessing resources and support services. Feel like part of something respected and significant.
- Pain Points/Barriers: Navigating the education system, limited time and resources, language barriers, and lack of information.
- Sources of Information: School newsletters, parent-teacher meetings, community centers, social media, local news outlets, and student-conveyed communication.
FUSD Employees, Schools, & Departments
- Description: Individuals directly involved in the operation and management of Fresno Unified schools.
- Characteristics: Teachers, administrators, support staff, and department heads with varied professional backgrounds, especially employees who are board members of nonprofit organizations, employees whose partners work at corporations, and departments/schools that contract with vendors.
- Goals: Enhancing educational outcomes, professional development, access to resources, and collaboration. Feeling like they are part of a larger mission.
- Pain Points/Barriers: Budget constraints, workload, need for professional development, and administrative challenges, and no coordinated repository of resources or vendors.
- Sources of Information: Internal communications, professional development workshops, educational conferences, district meetings, unions, and peer networks.
Donor Audiences
Student Alumni of Fresno Unified
- Description: Former students who have graduated and moved on to various careers or higher education.
- Characteristics: Various ages, career stages, and levels of engagement with the community. May or may not be residing in Fresno County.
- Goals: Networking, giving back to the community, staying informed about district progress, and supporting current students.
- Pain Points/Barriers: Limited opportunities for engagement, lack of communication from the District, and geographical distance.
- Sources of Information: Alumni newsletters, social media, alumni associations, peer networks, and local events.
Retired Teachers & Administrators
- Description: Former employees of Fresno Unified who have retired.
- Characteristics: Retired professionals, varying ages, typically with extensive experience in education and with an ongoing interest in the well-being of the students and employees of the District. May or may not be residing in Fresno County.
- Goals: Staying connected with the educational community, mentoring, volunteering, and supporting current initiatives.
- Pain Points/Barriers: Limited engagement opportunities, limited ongoing contact with the District, and potential technological barriers.
- Sources of Information: Retirement associations, newsletters, local community events, and social media.
Residents of Fresno County
- Description: The broader community that benefits from the Foundation’s initiatives.
- Characteristics: Diverse demographic profile, varying levels of engagement with the school district. May or may not have had a student at Fresno Unified in the past or be preparing a future student for Fresno Unified.
- Goals: Supporting local education, community improvement, and staying informed about local developments.
- Pain Points/Barriers: Access to accurate information, opportunities for involvement, and understanding of educational issues.
- Sources of Information: Local news outlets, community meetings, social media, and neighborhood associations.
See Also:
- FUSD Employees
- Local & Corporate Businesses
Partner Audiences
FUSD Board of Education
- Description: The Board of Education oversees collaboration between The Foundation and the District, making key decisions about the District’s future.
- Characteristics: Elected officials focused on District governance, student success, and overall performance.
- Goals: Ensuring District-wide success, supporting initiatives that align with the District’s mission and goals, and fostering strong collaboration between the District and The Foundation.
- Pain Points/Barriers: Balancing stakeholder interests, addressing funding challenges, and maintaining transparency and community trust.
- Sources of Information: Board meetings, District reports, direct communication with District leadership, word of mouth.
Philanthropies, Foundations, Nonprofits, & CBOs (National & Local)
- Description: Organizations that provide funding, support, and partnerships for educational initiatives, that could become future collaborators.
- Characteristics: Nonprofits, local organizations, and community benefit organizations, especially those with a focus on education, youth development, and community improvement.
- Goals: Access to district resources, collaboration on grants, and visibility, assurance of effective fund usage, workforce development, access to students, proximity to decision-makers, community reinvestment, and trust in FUSD as a responsible partner.
- Pain Points/Barriers: Identifying alignment, initiating contact, building trust by ensuring transparency and accountability, and measuring impact.
- Sources of Information: Grant reports, nonprofit networks, networking events, social media, conferences, community boards, and industry publications.
Higher Education Institutions
- Description: Colleges and universities that collaborate with Fresno Unified for educational programs and initiatives. Currently includes Fresno State, Fresno Pacific, Fresno City College, and State Center Community College District.
- Characteristics: Faculty, administrators, and students from local higher education institutions.
- Goals: Building pipelines for student success, research collaborations, and community engagement. Gaining seamless access to schools for recruitment and programming, collaboration on teacher training.
- Pain Points/Barriers: Resource allocation, alignment of goals, and coordination of programs.
- Sources of Information: Institutional websites, educational consortia, community events, and conferences.
Kid-Centric Organizations
- Description: Organizations focused on the development and well-being of children.
- Characteristics: Nonprofits, youth clubs, after-school programs, and advocacy groups.
- Goals: Providing safe and enriching environments, promoting educational and recreational activities. Accessing a large student base to expand programs and collaborative facility use.
- Pain Points/Barriers: Funding challenges, reaching underserved populations, and measuring program effectiveness.
- Sources of Information: Community bulletins, nonprofit networks, local media, and social media.
Local & Corporate Businesses
- Description: Businesses within and beyond the community that can provide support through sponsorships, internships, and partnerships.
- Characteristics: Small to medium-sized enterprises, large corporations, and large-scale or local franchises.
- Goals: Supporting the community, building a skilled workforce, gaining relevant influence over educational content, and encouraging practical application of skills.
- Pain Points/Barriers: Economic fluctuations, aligning business goals with community needs, and ensuring return on investment.
- Sources of Information: Chamber of Commerce, business networks, local news, and industry publications.
Current Partners
- Description: Organizations with established relationships with Fresno Unified.
- Characteristics: Existing collaborators including nonprofits, educational institutions, and community organizations.
- Goals: Strengthening partnerships, achieving mutual goals, and supporting innovative projects.
- Pain Points/Barriers: Coordination of efforts, resource allocation, and sustaining long-term partnerships.
- Sources of Information: Partnership meetings, collaborative platforms, social media, news media, internal reports, community boards, industry publications, and joint events.
Supplementary Audiences
- Fresno Unified School District
NOTE: These audiences are not listed in order of priority—the priority of the audience categories depends on the purpose of the outreach or communications materials. Some audience segments, marked with an asterisk, fit in both the category under which they are listed and the Donor Audiences category.
Voice & Tone
Brand Promise
The combination of the Cornerstones of Investment and Investment Strategies succinctly explain the “what we do” and “how we do it” of the organization—the promise made to all audiences. They reflect our multifaceted approach to supporting students and enhancing the educational experience in Fresno Unified, ensuring a well-rounded and impactful strategy.
Cornerstones of Investment
The Foundation for Fresno Unified Students is dedicated to creating a comprehensive and supportive educational environment for all students. Our four Cornerstones of Investment guide our efforts and ensure our initiatives are impactful, strategic, and aligned with our mission. These cornerstones—Learn, Innovate, Amplify, and Champion—reflect our commitment to enhancing learning experiences, fostering innovation, recognizing excellence, and addressing critical issues. By focusing on these key areas, we aim to provide the resources, opportunities, and support necessary for every student to reach their full potential.
Learn
Short Description: Supporting and enhancing District initiatives to improve learning environments and resources, ensuring comprehensive support for students.
Full Description: The Foundation supports initiatives that complement and enhance District efforts to ensure comprehensive support for students. Programs under this cornerstone, such as Adopt-A-School and literacy initiatives, focus on improving learning environments and resources, filling essential gaps to elevate the overall educational experience.
Innovate
Short Description: We are dedicated to fostering a welcoming and inclusive community. By promoting equity and providing equal access to resources, we ensure every student can thrive and celebrate diversity.
Full Description: The Foundation fosters visionary and independent initiatives that empower students to design and lead projects. Often focusing on topics like mental health, technology, and career readiness, these initiatives providing students with the tools and opportunities to innovate and thrive in a rapidly changing world.
Amplify
Short Description: Recognizing and celebrating the achievements of students, teachers, and staff, fostering a culture of excellence and appreciation through various awards and programs.
Full Description: The Foundation fosters visionary and independent initiatives that empower students to design and lead projects. Often focusing on topics like mental health, technology, and career readiness, these initiatives providing students with the tools and opportunities to innovate and thrive in a rapidly changing world.
Champion
Short Description: Calling attention to and addressing critical issues affecting educational success, advocating for necessary changes to ensure all students have the opportunity to thrive.
Full Description: The Foundation actively calls attention to critical issues and concerns affecting educational success that are often overlooked or unaddressed. By advocating for necessary changes and leveraging strategic influence, the Foundation seeks to address indirect determinants of educational success and ensure all students have the opportunity to succeed.
Investment Strategies: Converting Commitment Into Action
The Foundation for Fresno Unified Students is dedicated to transforming its commitments into tangible actions that support its Cornerstones of Investment. The following strategies outline how the Foundation achieves its goals and ensures impactful outcomes for students.
Cultivating Partnerships
We will connect with philanthropic, business, and community partners alongside our district and school sites in support of high-impact investments. By building strong relationships with organizations that share our values, we ensure the necessary resources to support and expand our initiatives.
Stewarding Resources
We will distribute funds and assets in a transparently targeted, equitable, and strategic manner to ensure the success of students throughout the district. The Foundation is governed by a board of directors that collaborates with the superintendent and their team to monitor and ensure the responsible utilization of investments.
Building Capacities
We will encourage innovative approaches to education that address emerging needs and challenges. By listening to and empowering student voices, we will augment the capabilities of educational communities to deliver long-term, high-quality education and support to students.
Working Together
We will foster collaboration between students, teachers, families, and community members to create a supportive network that enhances educational experiences. By introducing opportunities for engagement, we encourage all stakeholders to work together to address challenges and develop innovative solutions.
Brand Archetypes
The Foundation is characterized by the Navigator archetype, while our primary beneficiary audience, the students of Fresno Unified, are characterized by the Explorer archetype. These archetypes shape the storytelling approach, guiding the narrative and engagement strategies. By leveraging these archetypes, the Foundation for Fresno Unified Students can create compelling and relatable stories that resonate with our audience, effectively communicating our mission and impact.
The Guiding Guardian
The Foundation embodies the Navigator, acting as a guide and support system for students and their families. The Guiding Guardian’s role is to help individuals reach their full potential, providing direction and stability in their educational journey.
- Guidance & Vision: The Foundation provides clear direction and support, helping students navigate their educational paths and overcome challenges. Their focus is on ensuring every student has the resources and guidance needed to succeed.
- Adaptability & Resourcefulness: The Foundation is adept at adapting to changing circumstances and finding creative solutions to fill the gaps left by traditional educational systems. They are a reliable and strategic resource for students and families.
- Stability & Order: Through structured programs and initiatives, the Foundation maintains a stable and organized approach, ensuring effective support and consistent results.
- Storytelling Approach: The Foundation is portrayed narratively as a trusted guide, offering strategic support and direction. Stories focus on how the Foundation helps students and families navigate their educational journeys, highlighting their adaptability and resourcefulness in overcoming obstacles.
The Bold Boundary-Breakers
The students of Fresno Unified are positioned as adventurous Explorers, driven by a desire to discover and achieve more. The Foundation encourages these Bold Boundary-Breakers to seek out new opportunities and reach their full potential.
- Independence & Open-Mindedness: Students are encouraged to think independently and remain open to new possibilities, exploring various educational and career paths.
- Courage & Tenacity: The Foundation instills a sense of courage and determination in students, motivating them to pursue their dreams and overcome any barriers they may face.
- Adventure & Discovery: Students are inspired to embrace new experiences and adventures, seeing education as a journey of exploration and personal growth.
- Storytelling Approach: In narratives, students are depicted as brave explorers, ready to take on new challenges and discover their potential. Stories emphasize their journeys of self-discovery and the support they receive from the Foundation to navigate these adventures.
Integrating the Archetypes
The combination of the Navigator and Explorer archetypes creates a powerful storytelling dynamic. The Foundation, as the Navigator, provides the guidance and support needed for students, the Explorers, to embark on their educational journeys and reach their goals. This relationship is central to the Foundation’s narrative, showcasing the transformative impact of their work.
- Journey & Discovery: Highlighting the educational journeys of students and the Foundation’s role in guiding and supporting them.
- Overcoming Obstacles: Showcasing how the Foundation helps students navigate and overcome challenges, emphasizing resilience and resourcefulness.
- Empowerment & Potential: Focusing on the potential of students and how the Foundation empowers them to achieve their dreams and explore new opportunities.
Brand Personalities
The Foundation for Fresno Unified Students embodies a blend of Competence and Sincerity, with a touch of Excitement, seamlessly integrating these traits to create a consistent and impactful brand across all platforms. By leveraging its brand personality effectively, The Foundation for Fresno Unified Students will create a cohesive and compelling brand presence that appeals to diverse audience groups, aligns with organizational goals, and maximizes impact and brand resonance.
Basis of Competence & Sincerity
The Foundation’s commitment to Competence and Sincerity is evident in its approach to design, imagery, and storytelling. This combination reflects its dedication to effective, reliable, and heartfelt support for the students of Fresno Unified. This integrated approach for the brand will be evident on all touchpoints, including the website, donor-facing materials, and partner-facing collateral. These touchpoints will feature clean and professional designs, showcasing the Foundation’s impact through data, reports, and testimonials, while also highlighting heartfelt stories and authentic images that underscore the Foundation’s mission-driven and compassionate nature.
- Clean, Well-Organized Design: Clear sections, intuitive navigation, and professional layouts demonstrate the Foundation’s reliability and efficiency.
- Highlighted Impact Numbers: Data-driven evidence of success and outcomes shows the Foundation’s effectiveness and transparency.
- Authentic Imagery: Photos and videos of students receiving support, celebrating achievements, and engaging with teachers and staff, capturing real, emotional moments.
- Emotional Connection: Up-close and personal shots that evoke emotion and highlight the positive impact of the Foundation’s work.
- Honest Storytelling: Real stories from students, families, and educators that showcase the Foundation’s transparent and earnest efforts.
Touch of Excitement
Elements of Excitement can be strategically incorporated to highlight innovation and creativity. Excitement will be integrated into social media strategies, celebratory event highlights, and updates about innovative initiatives. These touchpoints will be more spirited and dynamic, showcasing the Foundation’s progressive, creative side.
- Celebratory Moments: Showcasing milestones, achievements, and innovative projects.
- Dynamic Content: Engaging visual elements that capture the energy and forward-thinking nature of the Foundation.
Consistency Across Platforms
- Align Visuals & Messaging: Ensuring all materials reflect the core traits of Competence and Sincerity, with a touch of Excitement where appropriate.
- Tailor Content to Audiences: Adjusting the emphasis on Competence, Sincerity, or Excitement based on the specific audience group, ensuring relevance and resonance.
- Maintain a Coherent Brand Voice: Using a unified tone and style that reflects the Foundation’s mission-driven, compassionate, and professional nature allows us to lean into different brand personalities without jeopardizing our relevance or recognizability.
Voice Characteristics
In every interaction and communication, the Foundation remains empowering, understanding, approachable, and focused. These core characteristics ensure that messages are always clear, compassionate, and aligned with its mission to be the supportive bedrock for Fresno Unified students. These voice characteristics will help guide the tone and style of all communications, ensuring consistency and resonance with the brand across various platforms and channels. Examples demonstrate how to effectively implement each voice characteristic while avoiding potential missteps in tone or clarity.
Empowering
Motivating, Uplifting, Encouraging.
Inspirational but not overwhelming.
The Foundation aims to inspire and motivate our audiences, emphasizing the potential within each student and the impact of community support.
"Together, we can support students on their journeys to reach their full potential and achieve their dreams."
Inspiring and motivational without being overwhelming; focuses on positive outcomes.
"We believe that if we all just try harder, students might eventually see some improvement in their performance."
Vague and lacks confidence; doesn’t convey the uplifting and motivating tone that’s needed.
Understanding
Empathetic, Supportive, Reassuring.
Compassionate but not condescending.
The Foundation’s messaging should always reflect a deep sense of care and empathy for the students and families we serve.
"We understand the challenges our students face, and we are here to support them every step of the way."
Reflects empathy and care, offering reassurance without sounding condescending.
"We know things are tough, but everyone just needs to keep going."
Lacks depth and comes off as dismissive; not supportive or empathetic enough.
Approachable
Genuine, Accessible, Relatable.
Pragmatic but not unsophisticated.
The Foundation’s communications should be down-to-earth and genuine, reflecting a grounded and realistic understanding of the community’s needs.
"We’re here to roll up our sleeves and work alongside you to create better opportunities for our students."
Genuine, relatable, and accessible; feels down-to-earth and practical.
"We have the expertise and knowledge to help, and we will apply sophisticated solutions to address educational gaps."
Comes across as distant and overly formal, the opposite of being approachable.
Focused
Clear, Concise, Direct.
Resolute but not rigid.
The Foundation should convey a clear sense of determination, direction, and purpose, highlighting our dedication to achieving specific goals and outcomes.
"Our initiatives are designed to create measurable improvements in student success, both in and out of the classroom."
Clear, concise, and goal-oriented, making the purpose direct and to the point.
"Our primary focus is to create a range of various projects and initiatives aimed at supporting students and their success, which will be carried out through multiple strategies across different fields."
Unnecessarily wordy and lacks focus, making the message unclear and too broad.
Messaging
Sample Messaging
Positioning for Beneficiary Audiences
- Target Audience: Students, parents, and educators within Fresno Unified.
- Unique Value Proposition: Essential partner for a student’s journey through and beyond school, providing tools, resources, and support for academic and personal success.
- Key Benefits: Student-centric strategic investments, innovative programs, and collaborative efforts that fill critical gaps in the educational system.
- Emotional Connection: Ensuring every student has the opportunity to thrive and reach their full potential.
- Positioning Statement: For students, parents, and educators within Fresno Unified, The Foundation for Fresno Unified Students is the essential partner dedicated to providing the tools, resources, and support needed to achieve academic and personal success. Through our strategic investments and innovative programs, we work collaboratively with the District and local partners to fill critical gaps in the educational system, ensuring every student has the opportunity to thrive and reach their full potential.
Positioning for Donor Audiences
- Target Audience: Fresno Unified alumni, retired educators, and residents of Fresno County.
- Unique Value Proposition: Trusted, intimately knowledgeable organization committed to transforming lives through education.
- Key Benefits: Providing essential resources, scholarships, and programs that empower students during and beyond their educational journeys.
- Emotional Connection: Investing in the future of the community and making a lasting impact on students’ success and opportunities.
- Positioning Statement: The Foundation for Fresno Unified Students is a trusted organization committed to transforming lives through education. By supporting us, you invest in the future of our community, helping to provide essential resources, scholarships, and programs that empower students to achieve their highest potential. Your contributions make a lasting impact, creating opportunities for success and fostering a brighter future for all.
Positioning for Partner Audiences
- Target Audience: Philanthropic, educational, community, and business partners.
- Unique Value Proposition: Dedicated ally advancing educational excellence and equity by working from the inside.
- Key Benefits: Impactful initiatives that support students and schools, drive systemic change, and foster long-term success.
- Emotional Connection: Building a powerful network of support to enhance educational outcomes and strengthen the future of Fresno Unified.
- Positioning Statement: The Foundation for Fresno Unified Schools is a dedicated ally in advancing educational excellence and community well-being. By aligning with us, you contribute to impactful initiatives that support students and schools, drive systemic change, and foster long-term success. Together, we create a powerful network of support that enhances educational outcomes and builds a stronger future for Fresno.
Punctuation
Periods
End all complete statements with a period. Avoid using periods in headlines unless they are complete sentences. Periods go inside quotation marks. Always follow a period with one space, not two.
Parts of Speech
Contractions
Use contractions to convey a conversational and approachable tone in less formal communications like social media posts, web content, or direct appeals. Avoid contractions in formal documents, legal content, or official statements to maintain professionalism. (In some cases, not using contractions is a strong way to get something important across.)
Conjunctions
Use conjunctions to simplify sentences and improve readability. Avoid beginning sentences with conjunctions and be mindful of sentence length and complexity.
Prepositions
It’s okay to end sentences with prepositions (to, for, of, with, etc.) if it feels more natural, but usually, a sentence can be rewritten so that it doesn’t have to end that way. It should definitely be avoided in more formal contexts.
Formatting
Lists
Use bullet points for lists to enhance readability. Start each bullet with a capital letter and use periods if bullets are complete sentences, maintaining that consistency throughout the list. (If one bullet is a full sentence, all bullets should follow the same format.)
Bold
Employ bold text sparingly to highlight key information or headings. Avoid using bold for large blocks of text.
URLs & Email Addresses
Display URLs and email addresses in standard font without hyperlink styling in printed materials. In digital formats, ensure they are clickable. Do not include https://www. in written formats. If the URL is in sentence case, capitalize key words for legibility.
Numerals
Use numerals for numbers 10 and above. Spell out numbers below 10, except when used in data or measurements. If a number starts a sentence, spell it out. (If it’s a really big number like 33,123, rewrite the sentence so it doesn’t start with the number.)
Phone Numbers
Use a consistent format for phone numbers that starts with the area code in parentheses, a space after the parentheses, and a hyphen separating the prefix from the remainder of the numbers.
(123) 456-7890
Money
Use numerals and the currency symbol for monetary amounts. Always specify the currency if not exclusively dealing in USD. Decimals are not necessary for whole amounts.
Percentages
Use the percentage sign (%) following numerals, without a space. Never write out the word ‘percent’ instead of using the symbol.
Time
Use numerals and specify AM or PM capitalized with no periods. Use a colon to separate hours from minutes, and only show minutes if the time is not on the hour.
Logo
Variations
Primary Logo
Use the primary logo whenever possible. This is the logo that will be used across brand applications, such as stationery, digital assets, and promotional products. It is essential to the success of the brand that the logo always be applied with care and respect in every application, according to these guidelines.
Secondary Logo
This is the logo that will be used across brand applications, such as stationery, digital assets, and promotional products. It is essential to the success of the brand that the logo always be applied with care and respect in every application, according to these guidelines.
Wordmark
The wordmark should be used as the primary brand identifier in instances where the full logo lockup is not required. It ensures brand recognition while maintaining clarity and simplicity. When possible, the wordmark should be paired with the logomark for a complete brand expression.
Logomark
This element should be used by itself only when space constraints are paramount. The preferred logo usage is the wordmark with the logo lockup.
Clearspace
To ensure legibility, always keep a minimum clear space around the logo. Use the letter “T” in “The” from the logo at a 100% ratio. This space locates the mark against any competing graphic elements, like other logos or body copy that might conflict with, overcrowd, or lessen the impact of the mark.
Minimum Size
The primary logo should be represented no smaller than 3” wide. The wordmark should be represented no smaller than 3” wide. The logomark should be represented no smaller than 0.5” wide when used individually.
Logo Usage
Use the primary logo whenever possible.
Use the primary logo on light background colors.
Use the grayscale logo when color isn’t available.
Use the inverse logo on dark colors.
Use the white one-color logo on dark colors.
Use the one-color logo when only one color is allowed.
Photo Background
There are many ways the logo can be used on photographic backgrounds, but each option should be exercised with care, ensuring that the logo and type aren’t obstructed by the image. In most cases, using the reverse of the primary logo should give enough contrast.
Tips:
- Photos with shallow depths-of-field work best.
- Avoid busy images with too much detail.
- Avoid covering faces.
- Applying a dark, 20-30% transparent overlay on an image helps to make the logo more legible.
Full-Color Logo on Dark Image Background
Misuse
Don’t use off-brand colors. Please reference the color usage section.
Don’t rotate the logo.
Don’t skew or distort the original dimensions.
Don’t remove any elements of the logo.
Don’t rearrange any elements of the logo.
Don’t apply drop-shadows, glows, or any unflattering effects to the logo.
Don’t use color versions of the logo on darker colored backgrounds.
Don’t use any version of the logo on low-contrast backgrounds.
Avoid using background tones similar to the colors in the logo.
Placement
Primary Logo Placement
Due to the primary & secondary logo compositions, the logo must only be anchored to the left of a layout column—never the center, or the right. This example shows the logo aligned at the left of a one-column layout.
Secondary Logo Placement
Due to the primary & secondary logo compositions, the secondary logo must only be anchored to the center of a layout column—never the left, or the right.
Logomark Placement
The logomark’s orientation can be placed in left, center, or right-aligned positions.
Application
Website
Branded Merchandise
Banner
Incorrect Usage
Color
Primary Palette
Color Allocation
Technical Specifications
Secondary Palette
Color Allocation
Technical Specifications
Application
Typography
Character Sets
Space Grotesk
, 400
, normal
Uppercase
Lowercase
Numerals
Symbols & Punctuation
Gabarito
, 400
, normal
Uppercase
Lowercase
Numerals
Symbols & Punctuation
Application
