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

By Richard Deveau

And a good tagline is not only external-facing; it’s also an internal communications tool, enabling people outside the organization to get to know you better while also serving as a a rallying cry for those who work and volunteer for the organization.

On mission
When creating a tagline, the place to begin is with your mission statement. If your organization doesn’t have a mission statement, write one. And do it now. Your mission statement is a foundational building block, the cornerstone on which all your communications are built.