Is a tagline essential for good nonprofit communication? No.
Is it highly valuable in helping people quickly understand your organization and make an emotional connection to it? Yes.
Remember that even a good name can only do so much to explain your work and motivate people to support you. And most nonprofits don’t have good names.
The value of a good name will be realized over time by the attributes that people come to associate with it. A strong tagline, along with great communication and outstanding programs and operations, will help people associate the right things with your work. The tagline is a shortcut to help people more quickly understand and appreciate what you’re organization is doing.
Consider these examples as a reminder of how a good tagline helps give a name deeper meaning. Imagine these names without their tagline:
Marin Education Fund
Everyone should have a chance at college
Do something good for pets
United Negro College Fund
A mind is a terrible thing to waste
Because the earth needs a good lawyer
If your organization is considering a new name, be sure to plan to create an outstanding tagline to go with it. Not considering a new name, but know the one you have is not the best it could be? Write a new tagline that helps decode the focus of your organization’s work so your audiences can more easily understand and appreciate you.
For guidelines on how, download our free how-to, Taglines that Tell.
Zach Hochstadt is a Mission Minded Founding Partner and runs Mission Minded’s Denver office, leading the company’s creative teams in the areas of message development, writing, graphic design, and web design and development.
See all posts by Zach Hochstadt