Sum It Up With a Slogan

We live in a world of slogans. Whether through advertising or in the news we get on TV, slogans are everywhere. If you have a message, a catchy or otherwise memorable slogan can make it stick.

While nonprofit organizations are not marketers or TV spin doctors, they too have messages that they struggle to have heard above the din. Using slogans of their own is one way to do that, as evidenced in this summer 2006 mailing from the ACLU.

The No. 10 outer envelope is edged with a stately red, white and blue-striped border and features a headline that reads, “Crucial decisions are going to be made this summer.” Inside, the first sentence of the three-page, 8.5-inch-by-11-inch letter reiterates this statement. And the mailing’s only other element — a 7-inch-by-8.5-inch reply folded in half — bears the headline, “Summer of Decisions Donation.”

Making the main message of this campaign into a slogan that’s reiterated numerous times throughout the mailing drives the organization’s point home. What’s more, the mailing’s slogan — Summer of Decisions — also symbolizes the very basis of the ACLU’s mission.

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