Be SMART About Fundraising

3. Start with your tagline — Less is more.
It’s always harder to write something shorter than longer, and your tagline is as short as it gets. It is the absolute essence of your messaging.

Moreover, your steps in the tagline development process build the insight you’ll need to craft a potent positioning statement and key messages or talking points (the other two elements in your message platform).

So if you really want to connect and communicate with your constituents to build long-lasting, meaningful relationships, be SMART about your communications approach … and watch the dollars and donors stream in.