Fundraising slogans are similar to advertising slogans. Think of your cause as your brand. But instead of thinking of the one key characteristic of the brand, think of the one key thing that will be accomplished – lives saved, children educated – if your fundraising campaign succeeds.
- describe the result (descriptive slogan) “Weekend to end breast cancer”
- exaggerate to make the key point (superlative slogan) “Saving the planet”
- command to take some action (imperative slogan) “Give the gift of life”
- ask a question that stimulates thought (provocative slogan) “What’s your number?”
Try out all four ways of describing or drawing attention to the one key result your campaign will accomplish and you will have a catchy fundraising campaign slogan. Sticky fundraising ideas are ways to make your slogan and your message stick with donors.
Then put that one key thing in the context of the four types of slogans. Then think of how that key one thing can be expressed in the four different ways that slogans are used.