What benefit does your organization provide? If you focus on animals, for example, are you strengthening the bond between people and their pets or preserving American icons like bald eagles and grizzlies? Those answers are the first steps toward tags like, “Because the Earth needs a good lawyer,” from Earth Justice and “ Helping victims become children again,” which illustrates the impact of the Memphis Child Advocacy Center. Go beyond the immediate problem that your team solves and look to the big-picture challenges that grab people emotionally. To generate ideas for a tagline, start by asking yourselves a few questions to see if the answers point to a solution: Why should people donate money to your organization? The latter is generally the most fertile ground for memorable messages. Taglines exist on a spectrum, from descriptive and purely functional to more inspiring and emotional. And the process of capturing those things in a few words might even help your organization decide what it values most. It’s a quick way to describe your mission, express your brand’s personality and separate yourself from the crowd. A good tagline is part of the three-legged stool that includes your organization’s name and logo.
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Back in the day, Mad Men called them “slogans,” but now they’re more frequently called “taglines.” In either case, they’re pithy little phrases that are generally paired with a logo, placed at the bottom of a print ad or email signature, or tacked on to the end of a TV spot.
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