publication date: Sep 26, 2012
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author/source: Jonathon Grapsas
I should
clarify. Why taglines fail - for fundraising.
In short,
taglines are designed to be memorable.
Think Different. Just
Do It. Don't leave home without it.
But great
fundraising isn't just about being memorable; it's about being remarkable. It's
about more than a few words. It isn't advertising.
That's not to
say a great fundraising campaign shouldn't include a tagline or some derivation
of a tagline. The
National Society for
the Prevention of Cruelty to Children's
FULL
STOP campaign springs to mind -
Cruelty to children must stop. FULL STOP.
But having worked with the NSPCC
during FULL STOP, I know it was about more than a few words.
Start with the story
Don't get
fixated on encapsulating your next fundraising appeal or project with a few
catchy words. It can become distracting and all-consuming, pushing aside the
real issue at hand.
Do fixate on how
you translate a real story into a compelling appeal. Work the entire appeal
around the human element of the story. Don't start with the services or topic
you want to feature. Story first. Everything else follows.
My final word
There is an
argument that says a tagline can't hurt. It's catchy, perhaps even captivating.
But for me, good
fundraising must have soul. It must be authentic, and it must take people from
one place to another.
Taglines are
contrived. They are designed to grab attention, not take
you somewhere. And as I mentioned earlier, they fail - mostly because they
detract from the bigger picture of telling people what you do and why you need
help.
Jonathon Grapsas is
the founder and director at flat earth
direct, an agency dedicated to fundraising and campaigning for good causes.
Jonathon spends his time working with charities around the world focused on
digital, direct response and campaigning.
