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

By Richard Deveau

Here’s a hypothetical illustration. Let’s say your organization is the Main Street Homeless Shelter. You don’t want a tagline that says something like “Helping The Homeless.” Your name already communicates that fact.

A better approach would be a tagline that says something like “Renewing Hope. Rebuilding Lives.” Or perhaps your shelter’s mission is to provide a range of services beyond a meal and a bed, which would be important for potential supporters to know. In that case, a tagline such as, “Housing. Counseling. Community Support” would be a much stronger messaging element.