Just Do It!

I love a good Tagline!  The Nike Swoosh inspires me to run that much faster even though I wear Asics.  If you can tell me what "Where's the Beef?" advertised, then you and I are likely close in age.  Good taglines help us remember and move us to action.  So what are some good planned giving taglines?

I make it no secret that I am not particularly enamored with "Remember United Way in your will or estate plan and tell us when you do."  In my humble opinion (which is worth all you've paid for it), this statement is passive, reminds me too much of dying, and a will is an estate plan (but not necessarily vice versa).  I could go on, but point expressed and if you want to know more of my reasons or would like to tell me I'm wrong, just give me a call.  The real question is - what's better?

My current tagline comes from a college website with a few modifications. 

Legacy Gifts.  Shape the Future... Build Tomorrow with United Way! 

Call me today to begin.

I also use...  Legacy Gifts.  It's Forward Thinking Philanthropy Beginning Today.  Call 205.458.2022.

Planned Giving Today calls them "blurbs" and posted several of their favorites in the Marketing Reprintable of their July edition.  I added United Way to each of them. 

• Please Consider....  including United Way in your will.  For a free Bequest Information Kit, visit www.uwca.org or call us at (205) 458-2022
• Is United Way in your Will or Revocable Living Trust?  If not remember that your bequest can make a difference! 
• You can help us serve the next generation.  But only when you remember to include United Way in your will.
• Your legacy is ready to start...  when you name United Way in your will, trust, or life insurance.

The first 2 don't excite me much, but I like the 3rd and 4th examples better.  I don't think I have come across one yet that really works like "Just do it!" or "Think different."

Rachel Sellers in her blog, The Compass, has an excellent post from 2011 on taglines.  You can find it HERE.  She includes the following checklist for creating a good tagline....

 

She has a total of 10 pieces of Branding Advice on her blog and they are worth reading as you consider how to market your planned giving program.  Have a good weekend.