A tagline expands the meaning and memorability of an organization’s name. It helps identify the organization and can be as important in your organization’s identity as its name.
The name of an organization is usually accompanied by a tagline, a kind of motto that expands the meaning and memorability of the name. It also helps identify and connect different parts of the organization. The tagline finishes the thought or emotion started by the name.
Taglines can be changed more easily than names to reflect evolving programs or attract new demographics. But, because they are an important component of brand identity, they should not be changed lightly. Keep your organization’s overall tagline in place at least for several years, in order to give it time to become recognized. Really good taglines can be used for decades and become as important in your organization’s identity as its name.
Factors that Affect Tagline Choices
Organization’s Name: If the name is descriptive and tells what the organization does, the tagline can be expressive or evocative. If the name does not indicate what the organization does, the tagline needs to do that job. Consider these combinations for a nonprofit business network:
- Descriptive name with Evocative tagline: Enterprise Connection | Never stop growing.
- Evocative name with Descriptive tagline: Envigor | Energizing your business with advice.
- Descriptive name with Descriptive tagline: Business Alliance Network | The network to grow your business.
Some names don’t require the help of tagline. The name “Feeding America” tells it all.
Complexity of Your Organization: An organization with many programs may have a name and tagline that give an overall feel for what it does rather than trying to describe any specific program. The Salvation Army’s tagline,“Doing the most good,” states the overall mission the organization but does not focus on any particular program.
If an organization that offers many services has secondary taglines to identify specific programs or fundraising campaign, each must retain the colors, typeface, and personality of the organizational logo. This consistency ensures that the program is easily identifiable as part of the overall organization.
Brand Visibility and Marketing Clout: A well-known organization can have both an abstract name and an abstract tagline. This luxury is enjoyed by corporations that can spend a lot of money and get a lot of attention. Apple doesn’t have a tagline that tells people it makes computers. “Think different” positions Apple as distinct from PCs while complimenting their customers for their individuality. Nonprofits usually often don’t have the money to create this kind of instant recognition but many achieve it over time.
Purpose: In addition to identifying the organization, a tagline may also be used as a fundraising theme and a domain name. With a memorable tagline, it becomes easy for people to find you on the web and donate. The United Way uses “Live United” as a campaign theme and its domain name (liveunited.org), which makes it easy for people to remember and donate.
Tagline Do’s and Don’ts
- Avoid generic phrases such as “Helping children” or “Transforming lives.” They don’t distinguish your organization from the thousands of other organizations that help children and transform lives.
- Avoid using trios of attributes, such as “caring, collaborative, committed.” The words usually are cliches that can be applied to many nonprofits, have been overused, and don’t help your organization stand out from the crowd.
- Use active verbs whenever possible.
- Keep it short so that it is easy to say and remember.
- Aim for catchy or emotional impact.
- Focus on your vision and the positive outcomes your organization brings, not just what it does.
- Use your tagline to distinguish your organization from others doing similar things.
- A twist on a common phrase or a surprise in the wording can make a tagline more memorable, as in the Maryland SPCA Tagline: Feel the Warmth of a Cold Nose
Be adventuresome! You want to capture attention.
