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12 Ways to Get the Most from Your TaglineJust because you’re a small nonprofit doesn’t mean you can’t have a powerful tagline for your organization, program or campaign.  The 12 winning taglines in the 2008 Nonprofit Tagline Award Competition emphasize how powerfully taglines can work as a first step in branding or as a highly-effective tool to refresh a nonprofit’s messaging, emphasize its commitment to its work and/or revive tired positioning.

The Getting Attention Nonprofit Tagline Awards program came about when so many powerful taglines were submitted to the recent Getting Attention survey on nonprofit taglines. More than 1,000 taglines were submitted as part of the survey. Survey findings, the entire list of submitted taglines and details on finalists and award winners will be featured in The Nonprofit Tagline Report, to be published in September.

The awards, to be conferred annually, represent the best taglines in all nonprofit sectors. After the 62 tagline finalists were carefully selected, these 12 award winners were chosen by 3,062 nonprofit professionals who voted in an online poll:

  • Arts & Culture: Where Actors Find Their Space —NYC Theatre Spaces/This clearinghouse for NYC rehearsal and performance spaces uses a double entendre to go beyond a description of its services and highlight the value of its work.
  • Civic Benefit: Stand Up for a Child —CASA of Southwest Missouri/CASA’s tagline provokes anger, compassion and a desire to help, in just five words.
  • Education: Stay Close…Go Far. —East Stroudsburg University of Pennsylvania/This simple yet distinctive tagline from East Stroudsburg cuts through the clutter. Its straightforward character mirrors that of the school.
  • Environment & Animals: Helping Preserve the Places You Cherish —LandChoices/LandChoices’ tagline thoroughly communicates the value of its work while evoking one’s most precious memories of walks in the woods, wildflower meadows and childhood camping trips. There’s a real emotional connection here.
  • Grantmaking: Make the most of your giving. —The Greater Cincinnati Foundation/ This clear tagline articulates the value of the foundation for donors considering an alternative way to give.
  • Health & Sciences: Improving Life, One Breath at a Time —American Lung Association/This unexpected focus on the breath—a core element of life—gets attention, and understanding.
  • Human Services: When You Can’t Do It Alone —Jewish Family & Children’s Service of Sarasota–Manatee, Inc./ This tagline tells the story succinctly and powerfully: It’s all about getting help when life becomes overwhelming. It makes a strong emotional connection.
  • International, Foreign Affairs & National Security: Whatever it takes to save a child —U.S. Fund for UNICEF/ UNICEF engages hearts and minds with its passionate focus on helping children. Who could turn down a request for a donation?
  • Jobs & Workforce Development: All Building Starts With a Foundation —Building Future Builders/Voters enjoyed the word play here: It adds depth of understanding without being glib.
  • Religion & Spiritual Development: Grounded in tradition…Open to the Spirit —Memphis Theological Seminary (MTS)/MTS conveys the two equally important halves of its values and curriculum in a way that makes you think about the connection.
  • Other: The Art of Active Aging —EngAGE/EngAGE surprises with the imagery of active aging and the use of the term “art” to describe the way it does its work.
  • Other: Because facts matter. —Oregon Center for Public Policy (OCPP)/ This tagline introduces the nature of OCPP’s impact in Oregon and entices the reader or listener to find out more. Its value proposition—the truth—is particularly compelling at a time when facts are frequently disregarded in public debate.

Strengthen your nonprofit brand with the Getting Attention Nonprofit Tagline Report. Subscribe to the Getting Attention e-newsletter (in-depth articles and case studies on nonprofit marketing) to get the free report on publication in mid-September 2008.

Nancy Schwartz in Branding and Messages, Nonprofit Communications, Taglines | 6 comments

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