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2009 Guide Shows Nonprofits Top Tagline Approaches for Stronger Messaging

November 12, 2009 by Sandy  
Filed under General Fundraising

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My friend Nancy Schwartz has released her new report designed to guide nonprofit organizations to shape effective taglines for their organizations.                                 

Nancy says “a powerful tagline is a must for any nonprofit intent on delivering its message in our overcrowded world of 24/7 content.”  

A 2008 survey of nonprofits showed that 7 in 10 nonprofits rated their tagline as poor or didn’t use one at all. Schwartz says the majority of nonprofits not using a tagline indicated that they had not thought about it or couldn’t come up with a good one.

The 2009 Getting Attention Nonprofit Tagline Report (http://www.gettingattention.org/nonprofit_tagline_report.html) provides everything an organization needs to jump start its tagline development process:

  • Why a Nonprofit’s Name Isn’t Enough
  • How a Strong Tagline Benefits Your Organization – Useful for developing support among colleagues and leadership
  • The 10 Have-Tos for Successful Taglines
  • Using  Words that Work
  • The 7 Deadly Sins, 9 Snores and 5 Best Ways to Antagonize Your Audience  – What not to do
  • Research, Create, Revise, Test, Repeat – The right steps to take to craft a potent tagline
  • Over 2,500 Nonprofit Tagline Examples to put to work for marketing brainstorming.
 
“A nonprofit organization’s tagline is, next to its name, the marketing message most frequently heard, and the easiest and most effective way to convey its brand. A strong tagline complements an organization’s name to convey its unique value or impact with personality, passion and commitment. Nonprofits that fail to make the most of their taglines are basically throwing that opportunity away,” says Schwartz.
 
Schwartz sees taglines as a key tool in building strong nonprofit brands, which are more important than ever in these times of increased competition for dollars, members, volunteers and other supporters.  “Nonprofits can develop a tagline at the organization, program or campaign levels to freshen up their messaging, emphasize their commitment and/or revive tired positioning,” she says.
Go pick up your copy of the 2009 report.  (http://www.gettingattention.org/nonprofit_tagline_report.html)
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