If the importance of marketing can be a hard sell in the nonprofit sector, then the importance of investing in strong nonprofit taglines is even harder. Too many nonprofits are operating with ineffective, unoriginal or even no taglines at all, missing valuable opportunities to add power to their marketing messages.

I recently asked Nancy Schwartz, a well-known nonprofit marketing expert and blogger to answer a few of my questions about taglines. In this video interview, Nancy explains:

  • What constitutes a great nonprofit tagline
  • What a strong tagline can do for your nonprofit’s marketing communications
  • How to deal with ‘tagline skeptics’
  • How to learn from nonprofits doing it right
  • Starting the process of revitalizing or creating strong nonprofit taglines



In the video, Nancy shares some top-level nonprofit tagline gems. If you need more personal guidance on crafting a tagline, Nancy has made a special offer to the Nonprofit MarCommunity:

Tagline Focus Project: save $200 by emailing Nancy directly. The next session of this program, which starts on May 7, provides an excellent opportunity to tap into Nancy’s expertise and come out of the process with a tested tagline for your organization, program, event or campaign.

In the video, Nancy also mentions a couple of incredible free resources, the Nonprofit Tagline Report and the Tagline Database, which includes 5,000+ taglines, ideal for brainstorming and getting a sense of what other nonprofits are doing when it comes to taglines.

Marlene Oliveira

Marlene Oliveira

Communications advisor and copywriter at moflow
Marlene Oliveira is communications consultant and copywriter at moflow and founder of the Nonprofit MarCommunity blog. Having worked in the nonprofit sector since 1999, Marlene specializes in working with capacity building and grant-making organizations, advising on communications strategy, and writing stories and other content.
Marlene Oliveira
Marlene Oliveira