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With merely a handful (or two) of words, a nonprofit organization can craft a tagline to reinforce its mission and vision, work in concert with other elements of the organization’s brand, and evoke an emotional response in stakeholders.

The Importance of an Organization Tagline

“Taglines,” write Bill Chiaravalle and Barbara Findley Schenek in Branding for Dummies (2006), “are increasingly important as a means to carry your brand identity where your logo can’t go, like your email messages, classified ads, voicemail greetings and other nonvisual communication channels.”

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