The Pentera Blog
Planned Giving Marketing Tip: Slogans Matter
In today's busy world, an organization needs to communicate–clearly, succinctly and intelligently–what it does and why. While a mission statement is certainly one useful method of communicating the purpose of your nonprofit, a slogan can get that same information out more readily while also achieving your communication goals.
Slogans are those brief phrases that help consumers quickly identify and remember a particular company or product. Some well-known examples include: "Just Do It" (Nike); "When You Care Enough to Send the Very Best" (Hallmark); and "Good to the Last Drop" (Maxwell House). A slogan conveys an enormous amount of information about a company or a product in just a few simple words.
Your organization may or may not have already adopted a slogan. If your organization has a slogan, be sure to include it in your planned giving marketing materials. Slogans can help highlight your nonprofit mission as well as the work of your organization and those you serve. For planned giving professionals, you might also consider utilizing a slogan that identifies the role of donors in meeting your organization's mission. Below are a few examples of nonprofit slogans:
Descriptive of an Organization's Mission
Diabetes Research Institute: The Best Hope for a Cure®
Haggai Institute: Training Leaders Globally To Impact Their World Locally
Maryland Food Bank: Until Hunger Ends
Descriptive of Organization's Planned Giving Mission
Beta Theta Pi: Leaving a legacy for those who follow
Aurora Health Care Foundation: Leave Your Legacy in World-Class Health
Culver: Gift and Estate Planning for Today and Tomorrow
Once your organization has adopted a slogan, be sure to place it on your print and e-marketing materials, your website, and your organization's internal and external communications–such as letterheads and email signature blocks. Don't overlook this simple yet effective method of relaying your mission to prospective donors.
Contact Pentera today for planned giving marketing strategies that get results.
