Sum Up Your Charity’s Work in One Simple Tag Line

Some nonprofits are able to articulate what they are and what they do quickly and clearly.

Amnesty International, for example, has a simple and concise tag line that is front and center on all of its communications: exposing and preventing human-rights abuses.

It’s easy to understand what Amnesty International is and what it does. But all too often, nonprofits—and even big businesses—make the mistake of failing to have an effective tag line.

Attention spans are short, and you have only a few fleeting moments to grab the attention of someone who is visiting your Web site, reading your appeal letter, or meeting you in person.

Often the ability to explain what you do starts with something basic, like a mission statement. But the tag line needs to be much more concise.

Even major corporations sometimes fail to formulate a clear expression of their identity. Read the response given by Hewlett-Packard chief executive Meg Whitman to Kai Ryssdal, host of the American Public Media radio show Marketplace, when asked to describe her company in five words or fewer:

HP is the largest information technology company in the world that provides hardware, software, and services to organizations of all sizes and has a big consumer business as well. What we do is we try to provide enterprise needs better than anyone else and deliver the hardware and software and services that those enterprises need. And put together a series of devices that customers want as well for their printing and personal systems needs.

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Published on our blog, Redesigning Good




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