A tagline provides your nonprofit with a quick, efficient way to communicate your mission to the world.
The short phrase can give audiences an immediate idea of who you are and why they should support your mission. Taglines can help create a memorable association with your nonprofit in marketing materials, but many nonprofits haven’t developed one.
One of the challenges of this handy marketing tool is coming up with a compelling tagline. Nike’s “Just do it” or McDonald’s’ “I’m lovin’ it” sound so simple, but in reality, it usually takes a lot of thought to come up with something that will work.
Are you ready to develop a tagline for your nonprofit? This article looks at how to create a line that will be memorable and effective:
What Is a Tagline?
A tagline is a short phrase that captures the essence of your nonprofit. Taglines that become well-known (such as Nike’s) become brand identifiers that work across all communication channels.
Nonprofits, specifically, should look at taglines that communicate their mission to their audience. You need a succinct line that answers the question, “why should I care?”
Taglines often get mixed up with slogans; however, the two are distinct from one another. While a tagline is an overarching phrase to communicate the meaning of your organization, slogans are campaign-specific. A nonprofit running multiple campaigns might have multiple slogans.
Some examples of nonprofit taglines include:
EarthJustice - “Because the Earth Needs a Good Lawyer”
Common Cause - “Holding Power Accountable.”
Oxfam - “The Future is Equal”
American Diabetes Association - “Connected For Life”
There are different types of tagline styles, specifically among nonprofits. Descriptive (where the line succinctly sums up what they do), imperative (where they command the audience to do something), superlative (where the tagline uses language to indicate they are the biggest or best), interrogative (asking a question) or provocative (giving the audience pause for thought).
What Role Does a Tagline Play in Marketing?
In marketing, the goal of a tagline is to present a memorable description to the public of your organization’s purpose. Your aim should be to create a recognizable part of your nonprofit brand.
An effective tagline can:
Set you apart from other, similar nonprofits
Communicate your purpose clearly
Strengthen the “brand identity” of your nonprofit
Importantly for nonprofits, effective taglines can also help you make an emotional connection with your audience. Doing this can help to motivate them in terms of donations or helping you in other ways.
Effective nonprofit taglines are clear, concise, and creative
Tips for Developing an Effective Tagline
What does it take to develop an effective tagline for a nonprofit? Here are a few tips for creating an impactful line:
#1. Take Some Time
Developing an excellent tagline isn’t likely to happen instantly; ensure you have the appropriate time and space to commit to the process. This time will help you develop something that will make a true impact.
One place to start could be to gather taglines that you like. Look at what other nonprofits, or even for-profit organizations, are doing. What stands out? What is it about those taglines that make an impact on you?
#2. Define the Heart of Your Organization
Your organization’s “heart” includes your mission, vision, and values. It details your purpose for being and why people should support you. If you don’t have clarity over those things, it will be difficult for you to communicate about your organization accurately in your tagline.
It can be helpful to list some descriptive words or concepts for your organization that relate to your mission and values. These can help you to start formulating ideas for a tagline.
#3. Write an Explanatory Paragraph
The “brain dump” approach can help you to narrow down to an impactful tagline. You could start by writing a paragraph that explains what your organization does. Write down everything that comes to mind, especially about what you do, why, and how that helps your cause.
#4. Know What Makes an Effective Tagline
Effective taglines tend to have a few key characteristics. Here are some descriptors:
They are succinct and memorable
They engage the reader, for example, by emphasizing how they help you to move your mission forward.
They communicate a benefit to the reader and the cause you support. It’s not about you; it’s about them.
They help to distinguish your organization from others.
They reflect your organization’s goals.
They capture your distinct voice or personality.
They’re catchy and consistent with your overall branding.
They’re long-lasting. Your tagline isn’t capturing a moment in your organization; if you want it remembered, you need something that will make sense long-term.
#5. Narrow Your Paragraph to a Line
You have a descriptive paragraph, some tagline examples, and a few ideas about what makes a tagline effective; now is the time to narrow down what you have into one line. It’s okay if you need to come up with a few examples; most organizations like to be able to vote on a few choices, anyway.
Consider aspects such as:
Injecting an emotional hook. If you can stir an emotion that helps to communicate a benefit, this helps to draw people in.
How to communicate that emotion with clarity and creativity. Nike managed it in three words, but shorter isn’t always better, especially if you end up sounding too vague or generic. It’s okay to have a longer sentence.
Sometimes prompts or examples can help define the style of tagline you’d like. Here are some examples:
Referencing the problem that you solve. “Improving Life, One Breath at a Time.” (American Lung Society).
Answer the question of why you exist. “Because the Earth Needs a Good Lawyer.” (EarthJustice).
Share a vision of your organization. “Finding a Cure Now, So Our Daughters Won’t Have To.” (PA Breast Cancer Coalition).
State a core belief of your organization. “Ending Poverty Begins with Agriculture.” (Heifer Society).
Engaging the reader. “Give Them Your Voice.” (Girl Effect).
Use of alliteration. “The Art of Active Aging.” (EngAge).
Use of rhyme. “Give a Hoot, Don’t Pollute.” (USFS).
Use the rule of three (three descriptive words or concepts). “Big Sky. Big Land. Big History.” (Montana Historical Society).
#6. Test Your Taglines Out
Your taglines must appeal to donors and your team members. You should test them out to see what really resonates. Regular donors who know you well and your employees can help you to narrow down your choices, so your final iteration is the most impactful.
Sometimes you’ll need to go back and have another go, especially if your options fall flat. It’s okay to need time to tweak and polish your tagline until you end up with the culminating result.
Conclusion
Taglines are a useful yet often overlooked tool for a nonprofit’s branding. A tagline can help your organization position itself with clarity and memorability in the minds of your audience.
The most impactful taglines are clear, concise, and creative. They communicate the purpose of your organization and are consistent with how you otherwise talk about yourselves and your mission.
Coming up with a compelling tagline isn’t always easy, but the ideas presented here can help you narrow down to a few options. Test different iterations and tweak them until you achieve the best possible version of your tagline.