Here’s a great story for those of you tasked with nonprofit marketing: Yesterday the New York Times picked up on the fact that a tagline saved hundreds of lives in Times Square.
The tagline is, “If You See Something, Say Something,” which has been used by the Metropolitan Transit Authority (MTA) since 2002 as an anti-terrorist strategy in the post-911 world.
It’s posted on almost every bus and subway and I dare say that 90% of New Yorkers know it well and how to respond. And most of us are eager to focus our watchful eyes and ears on the safety of our city. That’s the positive outcome of consistent use of a short, powerful tagline.
This tagline’s impact is rooted in:
- Consistent and widespread use (throughout the NYC public transit system)
- Focused seeding of an idea, then motivation of a clear, specific action.
- Strong graphic illustration that conveys the tagline idea, in a glance.
If a tagline can save Times Square, imagine what it can do for your nonprofit organization.
P.S. Messages that connect are a priority for all organizations and the prerequisite for motivating your base to act. Learn how to craft the most essential message — your tagline. Download the Nonprofit Tagline Report, filled with must-dos, don’t dos, case studies and 2,500+ nonprofit tagline examples!
Photo: Sion Fullana