Corporate giving comes in a variety of forms, from sponsorships and direct monetary donations to scholarships and grant programs. One unique corporate giving program is the Google Ad Grant, which provides nonprofits with the resources to market their cause online. 

Few corporate giving programs are similar to the Google Ad Grant. Nonprofits interested in tapping into the resources provided through corporate giving initiatives may be curious about how the Google Ad Grant fits into their strategy. 

To help kick off your nonprofit’s research, this guide will answer a few essential questions about corporate giving and that Google Ad Grant, including:

• What is corporate giving?
• How does the Google Ad Grant relate to corporate giving?
• Why does Google partake in corporate giving?
• What corporate programs from Google can my nonprofit benefit from?
• Are there corporate giving programs similar to the Google Ad Grant?

Navigating the Google Ad Grant and corporate giving relationships in general can be a challenge. If your nonprofit needs additional guidance or assistance choosing which corporate philanthropy programs to pursue, consider working with a consultant.

What is corporate giving? 

Corporate giving is a form of corporate philanthropy wherein for-profit organizations give resources to nonprofits. These resources are usually monetary donations, but they can take other forms, such as:

• Volunteer grants. When employees volunteer with nonprofits regularly, companies that offer volunteer grants will contribute to those organizations based on the number of hours their employees volunteer. For example, a company may vow to donate $15 per volunteer hour. Alternatively, businesses may opt to contribute a flat fee for volunteer time, such as a $250 grant for 15 volunteer hours and above.
• In-kind donations. Some companies offer goods and services to nonprofits in need. These in-kind donations help nonprofits obtain the supplies and equipment they need to help their beneficiaries. A company that has partnered with a soup kitchen may collect non-perishable food items to contribute.
• Pro bono work. Businesses can also offer their specific expertise to nonprofits at a free or discounted rate. From legal consulting to event planning, charitable organizations can benefit from access to professional services that they might not otherwise have room in the budget to invest in.
• Scholarships. To help students in need, companies can offer scholarships. Typically, these scholarships are open to college and university students to cover costs such as tuition, living expenses, and educational materials. Education-related nonprofits can promote these opportunities to their beneficiaries and encourage them to apply.
• Event sponsorships. Sponsorship agreements are a win-win situation for nonprofits and businesses. Nonprofits receive the funding they need to cover costs like venue fees, security personnel, and refreshments. The businesses, on the other hand, obtain positive publicity and marketing.

To get a sense of how widespread corporate giving is, check out these statistics:

• 92% of companies believe their customers want them to be good corporate citizens.
• On average, corporations donate between $20 and $26 billion to nonprofits annually.
• 84% of customers feel they should be able to participate in corporate giving. 

Essentially, these numbers show that consumers and corporations agree: the more corporations participate in corporate giving, the better. 

How does the Google Ad Grant relate to corporate giving?

The Google Ad Grant provides marketing resources to nonprofits. While these resources may not directly benefit nonprofits’ programming, they take pressure off of nonprofits’ budgets, allowing them to allocate more resources to their initiatives. 

Plus, by giving nonprofits the resources they need to reach more supporters, Google can help them increase donations and spread awareness to a wider audience. Strategic nonprofits can use the $10,000 in ad credits Google provides and receive tens of thousands in donations from supporters they connected with through the grant program.

Why does Google partake in corporate giving?

Many corporations use corporate giving as an opportunity to promote their products and services. However, Google is a globally known company that controls over 85% of the search engine market. That means it likely won’t benefit from a few nonprofits telling their supporters to use Google. 

Regardless, Google still hosts multiple corporate giving programs. While few companies’ leadership will outright state why they give to charitable causes, there are several common reasons most companies, including Google, participate in corporate giving. These include: 

• Improved reputation. Most consumers want to make ethical purchasing choices, even when it comes to free services like Google Search. Businesses can stand out in consumers’ minds by publicizing their corporate philanthropy efforts. Ultimately, this helps them associate their brand with charitableness, sustainability, and ethics. 
• Tax deductions. Corporations that make major charitable contributions receive tax deductions in return. These deductions help offset the amount spent on corporate giving, making corporate philanthropy a strategic business decision just as much as an act of good. 
• Employee satisfaction. Consumers want to buy from ethical corporations, and employees want to work at ethical corporations. In fact, 71% of employees state that it’s very important to work at an organization that participates in philanthropy. Providing employees with matching gift programs, corporate volunteer days, and charitable funds can increase employee satisfaction and retention.

Outside of these general reasons, most businesses attempt to be more specific with why they give and what causes they support. Many businesses have stated philanthropic values that focus on a specific issue related to their products or services, such as supporting the arts, helping low-income schools, or fighting food insecurity. 

As a worldwide company, Google supports an array of nonprofits through the Google Ad Grant, exempting only government organizations and establishing a separate ad grant program for educational institutions. 

Outside of the Google Ad Grant, Google focuses its philanthropic efforts on causes related to technology, skill development, and education, which makes logical sense from a technology-based company.

What corporate giving programs from Google can my nonprofit benefit from?

Google offers multiple corporate giving programs with which different types of nonprofits can engage. Determine your nonprofit’s needs, whether they are related to marketing, finances, or finding skilled volunteers. When you know what your nonprofit hopes to gain from corporate giving programs, finding organizations that provide the services you need will be much easier. 

Nonprofits looking to Google for assistance can take advantage of the following corporate philanthropy programs:

Google Ad Grant

What is the Google Ad Grant?

The Google Ad Grant is an advertising grant Google provides nonprofits, allowing them to market their websites on Google Search for free. Essentially, Google provides nonprofits with monthly ad credits they can use to bid on keywords related to their cause. When the nonprofit wins a bid, its ad will be shown to users searching their target keywords.  

Nonprofits can use the Google Ad Grant to promote a variety of projects, including:

• Donation drives
• Volunteer recruitment 
• Awareness campaigns 
• Current programs and resources for constituents 
• Upcoming events and fundraisers 

The Google Ad Grant also allows nonprofits to market multiple projects in an organized manner. For each project, nonprofits create an ad campaign. For example, a nonprofit might create an ad campaign to recruit volunteers in their area. 

In the ad campaign “volunteer recruitment,” there are multiple ad groups that focus on different keywords related to the main topic. In this example, these might be “volunteer opportunities near me,” “X [nonprofit type] volunteer opportunities,” and “group volunteer opportunities.”

For each of these groups, the nonprofit then creates multiple ads. In the “volunteer opportunities near me” group, the nonprofit might create one ad about how its volunteer positions can make a difference in their community and a second ad focusing on how the opportunity benefits the volunteer to attract as wide an audience as possible.

How can my nonprofit access the Google Ad Grant?

Nonprofits can apply for the Google Ad Grant by following these five steps:

1. Check eligibility. Ensure your nonprofit is eligible for the Google Ad Grant or take steps to become eligible otherwise. The qualifications include being a registered nonprofit in your country and having a secure website with valuable content related to your mission. Additionally, the nonprofits must not be a government, healthcare, or educational organization. Educational institutions can instead apply for Google for Education. 
2. Register with TechSoup. Google requires nonprofits to validate their nonprofit status with TechSoup. TechSoup provides nonprofits with a variety of technology-related services, and after filling out a short registration form, nonprofits can receive free or discounted technical services from a variety of companies, including Zoom, Microsoft, and Adobe. 
3. Create a Google for Nonprofits account. Once nonprofits are verified by TechSoup, they can complete the short Google for Nonprofits registration process. In addition to being able to apply for the Google Ad Grant, nonprofits that register for Google for Nonprofits will also have access to services like Google Workspace and YouTube for Nonprofits, both of which provide additional free organizational and marketing tools. 
4. Prepare their website. Nonprofits must have websites Google feels are valuable to searches before they will promote them. High-quality websites have a clear mission statement, landing pages with relevant information about the nonprofit’s programs, short load times, consistent branding, intuitive navigation, and an SSL certificate. 
5. Submit their application. Once your nonprofit has completed the above steps, you can apply for the Google Ad Grant. Simply log into your Google for Nonprofits account, click “Get Started” under the Google Ad Grant label in the “Products” section, complete the eligibility form, and return to Google for Nonprofits to finally hit the “Activate” button to submit your application. From there, you will receive an email inviting you to join the Google Ad Grant program in a few days if accepted. 

If you need assistance at any step of the application process or help later on managing your Google Ad Grant account, consider partnering with a Google Ad Grant agency. Google Ad Grant agencies have up-to-date knowledge of Google’s latest policies as well as experience with the types of ad campaign strategies that tend to find success.

Matching Gifts

What are matching gifts?

Matching gifts are a corporate giving program wherein corporations make donations to the same nonprofit organizations their employees support. Essentially, if an employee gives $50 to a nonprofit, they can fill out a matching gift application form with their employer, and then the employer will also donate $50.  Thousands of companies offer matching gift programs, including a select number officially designated as Certified Leaders in Matching Automation (CLMA-certified). That means more and more programs are offering matching gift auto-submission, making it increasingly easy for donors to get involved.

Most organizations with matching gift programs, like Google, match donations at a 1:1 ratio, but some at a 2:1 or even 3:1 rate.

How can my nonprofit access the Google matching gifts?

Your donors who work at Google can fill out matching gift requests to double the donations they make to your nonprofit. In addition to their matching rate, Google has a few other restrictions employees should consider as well, such as:

• The minimum and maximum donation match amounts. Google has no minimum requirement and will match all gift amounts up to $10,000 annually per employee.
• Whether full-time, part-time, and retired employees’ gifts are matched. Full-time and part-time Google employees are eligible for matching gifts, but retired employees’ gifts will not be matched. 
• The types of nonprofit organizations are eligible for matching. Google matches gifts to educational institutions (including K-12 schools), health and human services, arts and cultural organizations, civic and community organizations, and environmental organizations. 
• When matching gift applications must be submitted by. Matching gift applications must be submitted by January 31st of the year after the donation was made to be considered. 

Each organization has its own rules and regulations for matching gifts. You can help your supporters learn more about their employers’ specific matching requirements by using a matching gift database. Matching gift databases allow users to search their employers’ name and be paired with their matching gift application form.

Google.org

What is Google.org?

Google.org is Google’s grant program for nonprofits. In contrast to the Google Ad Grant, Google.org operates similarly to other grant foundations. Google.org provides nonprofits with funds to advance projects related to their core areas, which include:

• Economic empowerment
• Technology and innovation
• Learning

Additionally, while Google funds causes around the globe, they focus on U.S.-based initiatives, given their operations as a company located in the United States.

How can my nonprofit get involved with Google.org?

Google.org has the following four-phase process for nonprofits and other groups interested in applying for the grant:

1. Applications open. Google announces when applications are open, and potential grant recipients have a set timeframe to submit their proposals. 
2. Ideas are selected. Google assembles a team of experts on the subject matter they receive proposals for to assess their merits, feasibility, and potential impact. 
3. Announcements and celebrations. Google selects their grant recipients and announces them. 
4. Ongoing support. Selected grantees receive their awarded funds for up to three years, allowing them to turn their proposals into a reality. 

Essentially, the key to winning the Google.org grant is the same as for any other grant: writing an effective grant proposal that differentiates your organization, aligns with the funders’ philanthropic goals, and demonstrates the potential to significantly impact social good.

Are there corporate giving programs similar to the Google Ad Grant?

The Google Ad Grant is fairly unique in that few other organizations own major search engines they can provide nonprofits advertising space on. The only other organization to offer a similar corporate giving program is Microsoft with the Microsoft Ad Grant.

While the Microsoft Ad Grant is currently paused following the launch of its pilot program, it functions similarly to the Google Ad Grant, and interested nonprofits will follow roughly the same application process. The details of this process are subject to change when the program is relaunched, however, so be sure to follow updates closely.

Outside of grants provided directly by Google and Microsoft, nonprofits can also look to marketing grant opportunities. Few grant programs offer funding specifically for marketing, but nonprofits can look for grants that provide unrestricted grant awards.

While most grant awards must be spent on specific proposed projects, unrestricted grants provide funding that can be spent on operating expenses like marketing. Regularly check top grant databases like GuideStar and Grants.gov for new grant opportunities that might align with your nonprofit’s cause and goals.

Additional Resources

Corporate giving is an underutilized resource for nonprofits, and the Google Ad Grant is an effective and unique way nonprofits can take advantage of corporate philanthropy programs. 

Of course, before jumping into the Google Ad Grant application process, nonprofits still need to familiarize themselves with a few essentials. Get started with these resources before taping into this corporate giving opportunity:

• Google Ad Grants Rules: 9 Compliance Policies to Know. The Google Ad Grant has a variety of stipulations nonprofits need to follow. Make sure your nonprofit will be able to keep its ad funding by getting acquainted with these policies. 
• Need Google Grants Keywords? Here’s Your Roadmap to Success. Google Ad Grant funds are only useful if your nonprofit targets the right keywords. Learn different types of keywords and how to identify which are useful for your ads.
• Google Workspace for Nonprofits: Everything You Need to Know. As part of the Google Ad Grant application process, your nonprofit will also gain access to Google Workspace through Google for Nonprofits. Discover how to leverage these tools to stay organized and push your mission forward.

Taglines are the quickest and most efficient way in your marketing strategy to tell people about your nonprofit’s mission. In one short phrase, you can tell your audience who your organization is and why they should care.

Think about Nike’s “Just Do It” or Little Caesar’s “Hot ‘n’ Ready” – these taglines give the brands more energy and character. A great tagline can work the same magic for your nonprofit.

Even though they are an incredibly useful tool, taglines are overlooked in the nonprofit world. In this guide, you’ll learn about taglines and how to write one for your mission-driven organization. Here’s what we’ll cover:

• What is a nonprofit tagline?
• Do nonprofits have taglines?
• What makes a good tagline?
• Top Nonprofit Taglines

Read on and you’ll be ready to create a clear, concise, and catchy tagline for your nonprofit in no time.

What is a nonprofit tagline?

A tagline is a short, memorable phrase that succinctly captures a brand’s message. Once it becomes well known, a tagline also acts as a way to easily identify the brand it represents. Specifically for a nonprofit organization, a tagline should communicate its mission and purpose.

5 Types of Taglines

There are five types of taglines that are commonly seen in the nonprofit marketing sphere:

• Imperative: Imperative taglines command the audience to do something. They usually begin with a verb and involve an action relevant to the brand’s message. Coca Cola’s “Open Happiness” is an example of an imperative tagline. Subtly assertive, this type of tagline can give your brand a quality of urgency.
• Descriptive: This is the most straightforward type of tagline. Descriptive taglines concisely describe the brand’s promise or function. Think about Walmart, which is known for low prices. Its tagline is “Save Money. Live Better.” This phrase clearly yet simply explains Walmart’s primary function.
• Provocative: Despite what the term suggests, provocative taglines don’t have to be shocking, per se. Rather, these taglines ask a question or offer a statement that provokes thought. Dove’s tagline “You are more beautiful than you think” is a prime example of a provocative tagline.
• Superlative: Named for the highest degree of comparison, superlative taglines position a brand as the best in its industry. Budweiser is known as “The King of Beers,” BMW is known as “The Ultimate Driving Machine,” and Gillette is known as “The Best a Man Can Get.” Each of these brands is establishing itself as the superior product within its product category.
• Interrogative: Interrogative taglines ask the audience a question. One of the most famous taglines ever is an interrogative tagline — the California Milk Processor Board’s “Got Milk?”

A quick note: Taglines are not the same as slogans. A tagline is one phrase for the overarching idea of an organization. Slogans, on the other hand, accompany specific marketing campaigns. An organization could have multiple slogans for many different campaigns, but it will only ever have one tagline at a time.

Do nonprofits have taglines?

The short answer to the question of if nonprofits have taglines is yes, they do have taglines. However, seven out of 10 nonprofits rated their tagline as poor or didn’t have one at all. That means they’re not nearly as abundant as they should be.

If you fall within that seven out of 10 designations, it’s worthwhile to reevaluate your nonprofit’s tagline strategy. Here are three benefits to having an effective tagline for your mission-driven organization:

• Differentiation: Consumers see between 4,000 and 10,000 advertisements daily. Having a standout tagline can help your nonprofit break through the noise and make a connection with a new potential supporter.
• Branding: Brands typically consist of a name, logo, colors, fonts, and—you guessed it—a tagline. A strong nonprofit tagline will give your organization extra support in terms of brand recognition.
• Consistency: Since taglines capture the heart of your nonprofit’s mission, they can serve as a guiding element for your future campaigns. You can always revisit your tagline when making marketing plans to be sure you’re in line with your nonprofit’s core mission and brand identity.

With the combined advantages of differentiation, high-quality branding, and consistency, your nonprofit marketing will become much more recognizable. Not only will this make you stand out from the crowd, but it can also give you a leg up in the digital marketing space.

For example, you can maximize programs like the Google Ad Grant with an impressive nonprofit tagline. If your nonprofit’s tagline conveys a particular sentiment or mission, the Google Ads funded by the Ad Grants can reflect the same message. This consistency then reinforces your organization’s brand and mission to potential donors, volunteers, and beneficiaries.

Interested in learning more about the Google Ad Grant program? Check out this video:

Now that you know the benefits of a stellar nonprofit tagline, let’s break down the criteria necessary to achieve one.

What makes a good tagline?

Coming up with a phrase that represents the entirety of your nonprofit in eight short words (or less!) is no easy task. Luckily, we’ve compiled a list of characteristics that will make your tagline stand out from the rest. We’ve also got the steps you can take when you start the process of drafting your own.

6 Attributes of a Strong Tagline

Let’s start with the attributes of a strong tagline:

• Clear: A tagline should make sense and be easy to understand. Think about using a navigation app for directions—you want your tagline to simply and surely show people what your nonprofit is about the same way that GPS tells you how to get somewhere.
• Concise: The shorter a tagline is, the better. Something that is quick and simple is much more memorable than a novel of a phrase. Aim for no more than eight words.
• Relevant: Make sure your tagline portrays your nonprofit’s mission. It might make sense to you, someone who is close to the nonprofit, but think about it from your audience’s perspective. Will someone who has never heard of your brand get the gist of your nonprofit’s purpose from reading its tagline? If not, you should head back to the drawing board.
• Branded: You probably already have a name and logo for your nonprofit. Make sure your tagline feels at home in the style of your current branding. Also, going back to the idea of differentiation, your tagline should be identifiable as yours specifically.
• Consistent: Your tagline shouldn’t change on a regular basis. A big component of a tagline’s success is that it builds recognizability over time. Put your tagline on all your brand materials and make sure it looks the same every time, including in its punctuation and capitalization.
• Catchy: Finally, a strong tagline should be catchy. More people will be interested in your nonprofit if you have a tagline that catches their eye and sticks in their head. 

Get creative, and write something memorable while also accurately representing your mission.

5 Steps to Coming Up With Your Very Own Tagline

Your nonprofit needs to know what it’s aiming for before diving in, but be open to where the brainstorming process takes you. Here are our five steps for writing a tagline:

• Begin with the end in mind. Before diving into actual tagline writing, ask yourself some key questions about your nonprofit, such as: What is our core mission and purpose that we want to communicate? And Where do we want our nonprofit to be in five years? 
• Consider emotions. Different words conjure up different feelings, moods, and connotations. The words you choose for your tagline are no exception. Choose words that align with the emotions and ideas you want your organization to project.
• Come up with many, many options. In the brainstorming phase, no idea is a bad idea! Even if some of the taglines you come up with would never make the final cut, it’s a great exercise to figure out what you like and don’t like, then move forward.
• Don’t overthink your final decision. A tagline can be bad, and a tagline can be good—but you’d be hard-pressed to find a tagline that is faultless. It’s a subjective process, so work hard and once you arrive at a phrase you’re happy with, stick with it!
• Research examples. This isn’t to say model your tagline completely after someone else’s, but rather that you should use examples as inspiration. Even for-profit resources like Adobe’s list of 30 famous taglines can help you gain creative traction.

Keep in mind that a tagline is one part of your nonprofit’s overall marketing plan. For your tagline to be relevant it needs to make sense within the context of your organization and its overarching audience and goals.

Top Nonprofit Taglines

So far, we’ve given you some examples of memorable taglines in the for-profit space. Now we’ll provide you with some nonprofit taglines—ones that are more similar to your organization.

Here is a list of 12 strong nonprofit taglines organized by the size or vertical of the nonprofit:

Global Nonprofits

These examples come from organizations whose mission extends to the entire world. Check out their taglines for clear illustrations of how to condense such a large concept into eight words or less.

• “Open hearts. Open minds. Open doors.” – The United Methodist Church

This tagline is simple, meaningful, and memorable. The repetition sticks in people’s heads, and the welcoming nature of the writing reflects what this organization is about. According to its website, the mission of the United Methodist Church is “to make disciples of Jesus Christ for the transformation of the world.” With its tagline, the church is communicating that it is open to all people joining its mission.

• “For every child.” – UNICEF

An even better example of simplicity, UNICEF’s tagline clocks in at three words and expresses what UNICEF is about at its core: working toward the “survival, protection, and development” of children all across the world, according to its website.

Nonprofits of this size need worldwide recognition, and they utilize taglines to help achieve it.

U.S. Nonprofits

Although these examples come from nonprofits slightly smaller than those of the former examples, their taglines feel equally as strong. Read on to see how national nonprofits tackle taglines:

• “A mind is a terrible thing to waste” – The United Negro College Fund

The United Negro College Fund “envisions a nation where all Americans have equal access to a college education that prepares them for rich intellectual lives” and works to increase the total number of Black college graduates in the U.S., according to its website. This tagline provokes thought relevant to the organization’s mission, calling on their audience to ponder how valuable people’s minds are—and subsequently, consider what they can do to encourage educational growth.

• “Holding power accountable” – Common Cause

Every word in this tagline holds enormous weight in the message it’s conveying. Common Cause is a nonprofit that exists to ensure the United States’ democracy fairly serves all its constituents, and it does so by fighting for pro-democracy legislation like the recent Freedom to Vote Act. Their tagline succinctly expresses that sentiment— and it has a serious tone that matches the organization itself, too.

The United Negro College Fund and Common Cause are excellent models for provocative and descriptive taglines, respectively. Think about which type would best fit your nonprofit.

Local Nonprofits

Now we’ll look at nonprofits that while small in size, have taglines that feel larger than life.

• “Big sky. Big land. Big history.” – Montana Historical Society

Just because this nonprofit operates in a smaller area doesn’t mean its tagline is any less impactful. The Montana Historical Society describes itself as a “guardian of Montana’s history,” a history that this tagline appealingly illustrates as an expansive one full of sky and land.

• “Driving out hunger in Atlanta, one mile at a time.” – Second Helpings Atlanta

Second Helpings Atlanta is a locally based nonprofit that fights both food insecurity and food waste in the metro Atlanta area by delivering leftover food from restaurants and grocery stores to food banks and individuals in need. This tagline is on the longer side, yet it remains memorable and clearly depicts what SHA volunteers do: drive leftover food from somewhere that doesn’t need it to someone who does.

Healthcare Nonprofits

Because health-related missions can be sensitive and require swift support, these organizations must use their tagline to build trust and form an emotional connection. Let’s review how these top healthcare nonprofits use their tagline’s language to inspire compassion and credibility:

• “Finding cures. Saving children.” – St. Jude’s Children Research Hospital 

St. Jude is “leading the way the world understands, treats, and defends childhood cancer and other life-threatening diseases” through advancing cures and prevention. The organization has been around since 1962 and dreams that no child should pass before the dawn of life. 

St. Jude’s descriptive tagline gets right to the heart of its purpose. The simple phrase discusses how the organization uses its funding and why people should care.

• “Every tomorrow should have you in it.” – American Cancer Society

The American Cancer Society is a leading cancer-fighting organization dedicated to ending cancer for everyone. They seek to improve the lives of people with cancer and their families through research, advocacy, and patient support.

This tagline provokes a sense of hope that aligns with the American Cancer Society’s positive tone. Previous campaigns such as “the official sponsor of birthdays” have contributed to the organization’s upbeat determination to beat the disease for good. 

Environmental Nonprofits

Nonprofits dedicated to protecting the environment need taglines that will inspire hope and drive others to join in protecting that hope. Additionally, many environmental nonprofits cover several different initiatives, so their tagline can’t box them in. Let’s review how the World Wildlife Fund and Sierra Club structured their taglines: 

• “For a living planet” – World Wildlife Fund (WWF)

For 60 years, WWF has helped both people and animals thrive in nearly 100 different countries. The organization collaborates with communities to develop and deliver lasting solutions to wildlife problems. WWF’s work extends into climate, food, freshwater, forest, ocean, and other wildlife-related initiatives to achieve a thriving planet.

WWF’s tagline captures these ambitious goals by staying descriptive yet being all-encompassing. Because the WWF has several goals, using “planet” rather than “community” or “wildlife” shows that each solution is interconnected and will ultimately benefit the whole planet. 

• “Explore, enjoy, and protect the planet” – Sierra Club

The Sierra Club is a grassroots organization located in the United States that exists to defend everyone’s right to a healthy world. Their work promotes the responsible use of the earth’s ecosystems and resources in addition to educating others about protecting the environment.

The organization’s descriptive tagline goes beyond just suggesting that we should protect the planet just for protection’s sake. Rather, it suggests that the planet is worth protecting because it’s where we explore and enjoy life. 

Human Rights Nonprofits 

By nature, human rights Nonprofits carry heavy emotional undertones. To strike the right chord with their taglines, they must inspire action without digging too deeply into negative emotions. Both Amnesty International and CARE do a stellar job at this: 

• “It’s not enough to be outraged” – Amnesty International 

Amnesty International is a global movement that campaigns against human rights abuse. The organization’s initiatives include topics such as child rights, climate change, police brutality, international justice, and many more campaigns created to achieve justice.

This provocative tagline implies that Amnesty International wants to turn sympathetic feelings into action. The organization’s robust research advocacy, lobbying, and campaigns were created and funded to make change happen. 

• “Defending dignity. Fighting poverty.” – CARE

CARE works globally to save lives, defeat poverty, and achieve social justice. Specifically, the organization focuses on aiding women and girls in need and advocating for equal rights opportunities. Their work spans climate, food and water, health, education and work, and equality-related goals to offer a better life of dignity and security. 

CARE’s inclusion of dignity within its tagline speaks to its hope of restoring the integrity of others. Its transformative programs act as a pathway to an enriching life. 

Wrapping up

A strong, well-written tagline can elevate your nonprofit’s brand and marketing efforts. We hope this article has been helpful to you in learning what a tagline is, why they’re important, how to create a great one, and what examples are out there.

Getting Attention can also help take your marketing strategy to the next level, especially in getting your brand new tagline to the top of Google’s search results. Get a free consultation today!

Here are three extra educational resources to help boost  your nonprofit marketing strategy:

• A Winning Nonprofit Marketing Plan: How to Make People Look: Your tagline is just one small piece of your marketing puzzle. Learn how to fit your entire marketing plan together with this comprehensive guide!
• Digital Marketing for Nonprofits Made Easy: A Helpful Guide: Are your online marketing efforts as strong as they can be? Fortify your digital marketing with strategy tips from this guide.
• The Ultimate Guide to Marketing Grants for Nonprofits: Marketing expenses can take up to 15% of a nonprofit’s budget – you can alleviate some, if not all, of that financial burden with free money in the form of grants. This article will give you the scoop on all the best grants out there, and how to get them.