Strong Taglines nonprofit - Seven Dos and Don'ts

The best slogan they can quickly engage the public. Try to create a slogan that is short a call and targeted action and avoid slogans that try to say too much, too long or too vague

Case Study: does the tagline of Smokey Bear, or not?

Let's take a look at the widely recognized slogan Smokey Bear as a great example. Most of you are familiar with this: "Only you can prevent forest fires." I admire its brevity, focus and emphasis on the call to action. And the slogan really succeeds in engaging the public, since it places a great responsibility for the prevention of forest fires on the "you".

Comment

However, a colleague had a different perspective to offer: "There is a problem with this slogan I often read in terms of setting fires as a result of public policy decisions on Forest and the use and development of the prairie, but this slogans limited public thinking about other ways .. Wildfire, problem solving and shortcuts public debate on land use. "

Response

Very good point, but from my point of view, a slogan can not cover everything. If it is prepared to do so, tends to be too long or too vague. As a result, slogans generally not large.

First, I reviewed the Smokey Bear's mission and saw that his primary goal is to educate people on how to prevent forest fires. Although Smokey articulates development policies as one of the four main reasons for forest fires, Smokey's website cites that 50% of fires are of human origin.

Not only that, Smokey focuses on educating people on forest fires and their involvement in the fight against fire, including advocacy. So, "you" in the tagline is not to exclude the notion of non-fireworks, but to engage the public through the use of a very personal voice. See website for more details: http://www.smokeybear.com/wildfires.asp

What are the things to do and not do slogans powerful non-profit?

Tagline Dos and Don'ts

DO

Make sure your slogan works with the name of your organization, positioning statement and key messages. The words of the motto is to be found in your positioning statement and key messages. Consistency of message is the name of the game.

Emphasize the action and / or emotion. Use verbs, not just names. Do you want your nonprofit slogans to actively engage the public.

Examples that work:

"Explore, enjoy and protect the planet." - Sierra Club

"Save the children together" - March of Dimes

"Providing Medical Relief Worldwide" - Doctors Without Borders

Make sure it is easy to pronounce and write, and sounds pleasant to the ear.
 
 Do not make your fight public. Remember, your are the best communicators - via word of mouth.

DO NOT

Do not be generic. Be specific and emotional as possible.

Weak - "Building a Better New York"

This slogan could be a construction company or the mayor's office. In fact, the slogan is a nonprofit that provides legal services to other nonprofits.

Powerful - "Connecting Lawyers and Communities"

From the same type of nonprofit in another city.

Do not prepare a tagline of the organization can not stand behind 100%. Your nonprofit must be able to deliver what you promise. When you do this, the organization reiterates its credibility. When you do not, you lose whatever you may have.

Do not throw the motto before trying out. Before you commit to the best choice, get feedback from at least 10 members of the major internal and external audiences. You may discover one of two things: I just do not understand, or do not feel 100% comfortable with yourself.

Do not change the tagline more than once a decade. Your audience will remember and, unless changes nonprofit programs and services drastically, there is no value in keeping the same tagline for a decade or so .......