A tagline explains in a few words what your organization does, and why it's valuable. A good tagline is specific and emotive. It is simple, concise and clear. Easy to remember and pleasant for the ear. It invites to action. I am working with my client on a new tagline for their NGO and we study some good ones from the corporate sector: e.g. Philips: Sense and simplicity. Unilever: feel good, look good and get more out of life.Good examples of NGO taglines are: Sierra Club: Explore, enjoy and protect the planet. WWF: for a living planet. Conservation International: Life lives here. Protect our future. RSPB: A million voices for nature. Environmental Defense: Finding the ways that work.
Not very exciting, a bit too general or repeating what is already in their name are: Society for conservation biology: a global community of conservation professionals. World Resources Institute: Working at the intersection of environment & human needs. UNEP: environment for development. Wetlands international: Wetlands for Water and Life. Birdlife International: working together for birds and people. Not easy to pronounce or remember are: Friends of the Earth: Making life better for people by inspiring solutions to environmental problems. SSC: The biggest network of conservation experts dedicated to fighting the species extinction crisis. IUCN, CBD, and Ramsar appear to have no tagline at all!
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