Does your tagline pass this test?

Today I want to talk about one of the most underrated parts of your nonprofit’s brand: taglines.

They’re not just catchy phrases; they’re an expression of your nonprofit’s mission.

It may seem like something that can be written by a committee, but the truth is it’s tough to get your tagline right.

Not every nonprofit necessarily needs a tagline locked in with its logo, especially those with a highly descriptive name like charity:water or World Wildlife Fund. But for most organizations with an abstract name, a tagline and a design that provides immediate context that benefits the mission.

Here are a few of my favorite examples of nonprofit names with effective taglines

(Shoutout to brand strategist Caroline Griffin for writing most of these!)

• The Adventure Project: Investing in People + Outworking Poverty
• The Academy for Lifelong Learning: Expand your mind. Enrich Your Life.
• National Association of Pediatric Nurse Practitioners (NAPNAP): Experts in pediatrics, Advocates for children.
• Chariot: We’re driving you’re thriving.
• EarthJustice: Because the Earth needs a good lawyer.
• The Center for Constitutional Rights: Justice Takes a Fight

Why are these so good? The secret to a great tagline is to make sure the idea is “sticky,” meaning that it is easy to remember and repeat! From Chip and Dan Heath’s book Made to Stick, “Sticky ideas are concepts, messages, and stories that “stick” in the public’s consciousness: they are understandable, memorable, and have a lasting impact.”

And nowhere is this most important than in your tagline. It’s the toughest to nail down, but if you get it right, a good tagline can help spread awareness of your nonprofit by word of mouth alone – and a sticky tagline can accelerate that spread like wildfire.

Here are 6 simple questions to test the “stickiness” of your tagline:

1. What do your supporters say?

You would be amazed at how many of your most brilliant statements are common phrases your team or supporters use to talk about your mission. This is why we always start the branding process with pointed questions and a deep dive to get to know your donors and volunteers.

2. Is it 9 words or less?

If it’s a mouthful or uses words with too many syllables, keep simplifying! Great taglines are like billboards – they should be shorter than 9 words long and use plain language that’s easy to read quickly and pronounce.

3. Do you use the 3 R’s?

Use rhythm, rhyme, and reason: This may not work for every nonprofit, but a tagline that sings stays with you! Use sounds and cultural language to your advantage.

4. Does it encapsulate your message?

The key to your tagline is to clarify your mission. A great tagline explains who you help or how you help in more detail.

5. What tone does your tagline set?

Taglines are a reflection of your brand personality to help people understand who you are and what you’re about. Sassy? Driven? Playful? Show it!

6. Can it live on its own?

Run it by people outside your bubble. If they get it and can repeat it, you’re golden. Bonus points if your logo can live on its own in merch as a secondary logo. Great taglines are self-sufficient in promoting brand identity. They help move your mission forward – even with your logo playing second fiddle.

Crafting a tagline is an exercise in getting your tagline to the simplest possible idea. It’s not just about being catchy; it’s about being clear and memorable.

Taglines serve an important role in naming your organization and can help clarify your purpose, builiding an effective brand and keeping the mission front and center.