When we announced the winners of this year’s Nonprofit Tagline Awards (The Taggies), a bit of a debate unfolded about the connection between taglines and strategy.
Fundraiser and blogger Chuck English asserted that a tagline is nothing but a tool, and that approaching it otherwise diverts organizations from the critical work of strategy.
In response, Katya Andresen, COO at Network for Good, commented, “Taglines are a great test of your strategy. You can’t have a clear tagline if you don’t have a clear sense of 1) your mission; 2) what is special about your organization; and 3) what your audience cares about.”
I couldn’t agree more with Katya. And I was glad to see Chuck raise the issue. Because if there’s one thing I’ve learned since starting the Nonprofit Tagline Awards program, it’s that most nonprofits misunderstand or overlook the power and importance of taglines and other key messages, and the critical role they play in strategy.
Here’s what I see as the vital relationship an organization’s messages and its strategy. This bridge may well be the eye-opener that enables you to meet your messaging goals!
P.S. Learn how to strengthen your nonprofit’s marketing impact with the new 2011 Guide to Nonprofit Marketing Wisdom.