That little statement underneath your organization’s name has to be powerful and to the point.

By Richard Deveau

In just a few words — and the fewer the better — taglines can help nonprofits define their mission and purpose, identify the communities they serve, and reinforce their market and brand positioning.

A good tagline becomes an anchor and a hook for your organization. It can create or reinforce your organization’s personality. And it can aid donor recall and memory.