Why We’re Talking Headlines (and Why It Matters)
Two decades ago, Mission Minded shook up the nonprofit world with the Minute Message Model™—a bold, high-touch framework that has helped thousands of organizations collectively raise billions of dollars with donor messaging that actually works.
Fast-forward to today: The world has changed. Donor attention is shorter. AI is everywhere. And clear, concise, values-driven messaging has never been more critical…or harder to nail.
So we evolved the model. (Read about the changes, and why we made them here.)
In short, your headline should tell people what you do without boring them to death.
Here’s what you need for a strong headline:
(Name of Organization) is a _______ that does ______ so that _______happens (or doesn’t happen.)
In this post, we’ll cover the difference between your organization’s headline and your mission, tagline, and Belief Message (and why you need them all.)
Your Headline is a Short Description
Your headline is a short one-sentence description of your organization that:
- Anyone can understand
- Is colloquial
- Teases out the why of your work
- Isn’t boring
- Can’t be copied
Your Mission Isn’t a Headline
Your mission statement is a factual description of what you’re in business to do. It was probably written by committee (so everyone got to shove a word in) and it’s likely to either be long, boring, or both.
Mission statements often don’t inspire because they’re about the features of your work (what you do) but not why it matters that you do it, or what happens when you succeed. Your mission statement has a job to do and belongs on some of your formal materials, (but not as a lead message).
If you have a short, compelling mission statement, congratulations. If you don’t, that’s ok! Either way, your messaging will be better with a strong headline.
Your Tagline Isn’t a Headline
Your tagline’s job is to inspire and engage your audience, either by making them curious, or taking a bold stand that calls them to join you. It should always be paired with your name (therefore it doesn’t need to repeat anything implied by your name).
Your tagline will usually also appear with your logo as part of your visual identity. Your name, tagline and logo work collectively to send a clear signal about what kind of organization you are. And because it’s therefore used and seen so frequently, your tagline should be considered your most important key message.
Good taglines show. They don’t tell. Think of Nike’s “Just do it.” It’s the voice of your most inspirational coach. It doesn’t say “We sell shoes.”
A good headline, on the other hand, tells more than it shows. But it does it in a way that draws the audience in to keep reading or listening.
Your Belief Message Isn’t a Headline
Here’s where it gets interesting. If your nonprofit or school is using our Minute Message Model(™) to introduce yourself, connect with donors, and attract interest we strongly advocate that you continue to use this powerful framework. It turns typical nonprofit messaging upside down so you more quickly connect, look like experts, and entice engagement with your work.
Your Belief Message should be used as often as possible across all your written, printed, digital and spoken material.
So what’s the change? Consider your headline the introduction to your Belief Message. It sets the stage for quick understanding of your importance. And like any good media headline you’d read in the news, it encourages the reader (or listener) to read on.
Your Turn: Craft a Headline That Works.
We’re hosting a free webinar where we’ll walk you through how to craft a Headline that gets people to stop, listen, and lean in. You’ll leave with tools, examples, and the confidence to put your message to work right away. Register here and feel free to share it with someone who could use a messaging boost, too.
Mission Minded is a strategy and creative firm that helps good causes have greater impact.
Through elevated strategic plans, brand and messaging strategies, and fundraising campaigns, we’ve helped our clients raise over a billion dollars in the last five years by being unapologetically bold about what makes them unique.
If you’re ready to refresh your messages or gearing up for a major donor campaign, we’d love to help you craft the strategy and tools that inspire generosity and get you across the finish line (and beyond).
For more inspiration, take a look at these case studies from organizations who turned bold messaging into big results.