We continue with our critique of taglines and mission statements.
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"Finding a cure now...so our daughters won't have to." © - PA Breast Cancer Coalition
Why it works:
The PA Breast Cancer Coalition's tagline is both emphatic and poignant. It strikes a deep emotional chord, and conveys the focus and impact of its work without being overly sentimental. "Finding a cure," a highly used phrase for health organizations, is bolstered here by the appeal to solve a problem now so future generations won't suffer from it.
Mission Statement:
"The PA Breast Cancer Coalition represents, supports and serves breast cancer survivors and their families in Pennsylvania through educational programming, legislative advocacy and breast cancer research grants. The PBCC is a statewide non-profit organization that creates the hope of a brighter tomorrow by providing action and information to women with breast cancer today." Mission is a clickable link on the about page. Easy to find, actively stated, works well with tagline. Words such as represents, supports, serves, and creates make this a strong statment. -
"Filling pantries. Filling lives." - Houston Food Bank
Why it works:
With simple but effective use of word repetition, the Houston Food Bank clarifies its work and impact. It delivers on two distinct levels-the literal act of putting food on people's shelves and the emotional payoff to donors and volunteers. An excellent example of a mission-driven tagline.
Mission Statement:
A mission statement is not identified as such, but there is a bulleted list of facts that serves that function. The fine tagline would benefit from a strong mission statement. -
"Send a Net. Save a Life." - Nothing But Nets
Why it works:
Short, punchy and laser-sharp, the Nothing But Nets tagline connects the action with the outcome. It's inspirational in the simplicity of its message and its reason for existing. The kind of tagline nonprofits should model.
Mission Statement:
"Nothing But Nets is a global, grassroots campaign to save lives by preventing malaria, a leading killer of children in Africa." This is the first sentence on the "about the campaign" page. It works and is easy to find. Works well with tagline. -
"Nothing Stops A Bullet Like A Job" - Homeboy Industries
Why it works:
Homeboy Industries' tagline is a mini-masterpiece, telling a memorable story in just six words. It stops you in your tracks, makes you want to learn more and sticks with you afterwards. That's the kind of potent nonprofit messaging every organization desires.
Mission Statement:
"Jobs not Jails: Homeboy Industries assists at-risk and formerly gang-involved youth to become positive and contributing members of society through job placement, training and education." "Mission Statement" is right on the homepage, above the fold, and is a great echo of the tagline. -
"Telling stories that make a difference" - Barefoot Workshops
Why it works:
If your organization's name is vague, it's critical that your tagline be distinct. Barefoot Workshops' tagline sums up the transformative power of stories to create change in people and their communities, so clarifying the organization's focus. Saved by the tagline!
Mission Statement:
"Our goal is to create responsible filmmakers who care about the world around them and who make it a point to give back to their communities." This sentence is in the description found on the "about us" page. It works well and ties in nicely with the tagline. -
"Open hearts. Open minds. Open doors." - The people of The United Methodist Church
Why it works:
The work of religious organizations often operates on several planes at once - a challenge for any organization and its messaging. Here, The United Methodist Church delivers a tagline trinity that supports its applied faith mission and is warm, enthusiastic and embracing.
Mission Statement:
This is a multifaceted organization, and I couldn't find a particular mission statement. There is a lot of copy, however, that implicitly expresses the mission. -
"A head for business. A heart for the world." - SIFE (Students In Free Enterprise)
Why it works::
If an organization's identity contains within in it a distinct contrast between its key characteristics, that's often good tagline material. Here, SIFE surprises with its crystal-clear tagline that conveys not only what's unique about it but also capitalizes on the contrast between profit and compassion.
Mission Statement:
"To bring together the top leaders of today and tomorrow to create a better, more sustainable world through the positive power of business." This mission statement is right on the homepage, above the fold...very clear, visible and plays off the tagline beautifully.
Take Aways
The websites that work best are those that have clearly stated missions right on the home page, and where that mission relates well to the tagline. Noteworthy in this respect are SIFE and Homeboy Industries.These mission statements work well because they are visible, well written, to the point, and play well with the tagline.
I like being able to find a mission statement easily and immediately. Having the mission on the about page works fine, especially when it is clearly identified. The EarthJustice mission, for example, is on the about page. It is quite effective and has a photo that reinforces the statement.
Great mission statements are relatively short, express an action, aspiration, or goal in language that anyone can understand, and are in the active voice. For instance, "Homeboy Industries assists...," "TXNP strengthens Texas communities...," and "The Museum collects, preserves, and interprets fine art..." are stronger because they express actions, using the active voice.
The best taglines extract the essence of an organization's mission statement and turn it into a jolt of inspiration.
