Tone of Voice

How Rotary in Ireland sounds — a quick reference for anyone communicating on behalf of a club.

Our foundation

Rotary International’s voice is built on four attributes: persevering, inspiring, compassionate, and smart. This guide translates those attributes into the way we naturally communicate in Ireland — community-grounded, warm, and honest. We let the work speak for itself.

The four attributes — in an Irish voice

Persevering — quietly determined

We show up, week after week. We don’t boast about how hard it was.

Not this: “Despite enormous challenges, our members persevered to deliver a transformative project.”

Do this: “The team has been at this for three years now. This month, the 200th family received their hamper.”

Inspiring — let the work speak

Don’t tell people it’s inspiring. Tell the story and let them feel it.

Not this: “Our inspirational members are making an incredible difference every single day.”

Do this: “Last Saturday, 14 members gave up their morning to sort 600 coats for families across Cork. Every one was claimed within a week.”

Compassionate — genuine, not performative

Compassion in Ireland is shown through action, not announced. Keep it human.

Not this: “Rotary cares deeply about the most vulnerable in our communities.”

Do this: “When the flooding hit Midleton, our members were there the next morning — kettles on, sleeves rolled up.”

Smart — practical and effective

We’re good at getting things done — knowing who to call and how to make it happen.

Not this: “We leverage our extensive professional networks to deploy innovative, sustainable solutions.”

Do this: “One member knew the supplier, another had the van. By Friday, the equipment was installed.”

Before you post — a quick check

We say

Community, neighbours, local, together, we, our club, members. Active verbs: built, sorted, raised, delivered, cooked, planted, trained. Real numbers: 14 members, 200 families, 3 years.

We avoid

Jargon: leverage, deploy, stakeholders, sustainable solutions, transformative. Empty praise: incredible, amazing, inspirational, passionate. Corporate-speak: going forward, in terms of, with respect to.

This guide sits within Rotary International’s brand framework. The four voice attributes (persevering, inspiring, compassionate, smart) and the People of Action positioning are set by RI. This document translates them into everyday language for Rotary in Ireland.