Tag(line)! You’re It!
So if you’re wondering whether or not you should follow or break the rule regarding the use of words ending with “ing” in your tagline, let me propose this exercise. After you’ve written your tagline, try removing the “ing.” If doing so makes your tagline stronger, then leave it off. If not, or if it makes your tagline seem flatter and less active, then leave the “ing” right where it is. Rules are meant to be broken, especially the silly ones.
There’s a great deal of communications and brand-building power to be gained by nonprofits that develop and use strong, effective taglines. A good tagline will reinforce your mission and help distinguish your organization from others. It will bring consistency and focus to all your communications and branding efforts. And, over time, a strong tagline will help foster awareness and build trust in your organization. So what are you waiting for? Just do it!
Richard DeVeau is the executive creative director at Meyer Partners. He can be reached at firstname.lastname@example.org.