The Rally Cry is the first thing people read on your website.
It's the biggest text, right at the top. It immediately tells them who you are and what you do. Except, not really. At least, the biggest organizations aren't so straight-forward.
The Rally Cry is short. It's loud. It's emotional. And when it's done right, it makes people say, "Yes! This is what I care about." Too often, nonprofits lead with a practical statement—something that tries to explain the entire organization in one go. But the biggest, most effective nonprofits? They don’t start with what they do. They start with what they believe.
Emotional vs. Practical Messaging
There’s a time and place for practical copy. But that time isn’t the first second someone visits your website. The most successful Rally Cries aren’t detailed. They’re powerful. Emotional. Even a little vague. And that’s intentional. Your Rally Cry isn’t there to explain. It’s there to connect. Here's a few examples:
United Way
- Rally Cry: "United is the way we create lasting change"
- Practical Description: "The United Way impacts communities by lightening the burdens of individuals and families through partnerships with local non-profit agencies that provide vital services to those in need."
Feeding America
- Rally Cry: "Together, Let's End Hunger"
- Practical Description: "We move food quickly, safely and reliably to communities where people need it most."
St. Jude
- Rally Cry: "Finding cures. Saving children."
- Practical Description: "St. Jude is leading the way the world understands, treats and defeats childhood cancer and other life-threatening diseases."
Habitat for Humanity
- Rally Cry: "Together, we build a better future."
- Practical Description: "Habitat for Humanity is a movement of people in your local area and around the world, working together to build more prosperous and vibrant communities by making sure everyone has a safe, affordable place to call home."
Feel the difference? Both are communicating a belief, but the Rally Cry makes it visceral.
Why the Rally Cry Works
The Rally Cry doesn’t need to say everything. It just needs to say something true and powerful. Once it captures attention, visitors are more likely to keep scrolling, to explore your story, and to read the longer descriptions.
A strong Rally Cry:
- Speaks to the heart, not just the head
- Sparks curiosity
- Creates instant alignment with your audience
- Builds momentum
Tips for Writing Your Rally Cry
- Keep it short: 3–8 words max
- Avoid jargon or insider language
- Lead with emotion, not explanation
- Focus on impact, not process
Sound hard? It is. But that’s why it works!
Crafting a Rally Cry means distilling your purpose into a single, punchy phrase. It takes perspective, objectivity, and a clear understanding of what makes your mission magnetic.
Need help writing your Rally Cry? That’s what I do. I work with nonprofits to revitalize their visual and verbal brand identities so they can multiply their impact. If your messaging doesn’t feel like you anymore, let’s fix that!
