I love this tagline from The Loan Fund, an alternative lender in New Mexico. It's as short as you can get, but informative and memorable. The staff there has done a terrific job in shaping a pithy message that showcases not just what they do, but the impact of the organization's work (which clearly differentiates it from other lenders).
But when I jumped to The Fund's Web site, I saw that it's using a different tagline all over the site — "Building Communities Since 1989." Yikes, that's a cardinal sin of tagline use. Here's the 7th "don't" from the 2008 Nonprofit Tagline Report:
can to undermine your organization’s brand. As a result, your audiences won’t get to
know or pass the word on your organization. Instead, they’ll be annoyed and confused.
Nonetheless, Lending for Change is a strong example of how powerful a tagline can be. It's one of your most effective marketing tools. But the 2008 GettingAttention.org tagline survey showed that 72% of orgs don't have a tagline, or rate theirs as performing poorly. GettingAttention.org is trying to change that!
Take 3 minutes to ENTER your tagline today! When you do, you'll automatically get a free copy of the fully-updated 2009 Nonprofit Tagline Report.
P.S. If you don't want to enter your tagline, but want to ensure you get a copy of the 2009 report, subscribe here to the free twice-monthly Getting Attention e-update.