"The IRC (International Rescue Committee).
Dedicated to helping refugee mothers rebuild their families and their lives."

That's the ad I heard on public radio this morning, finely tuned to last-minute mothers day shoppers and cooks. It's a strong example of hooking your org's message to what's top of mind.

What's impressive here is that IRC doesn't hit listeners over the head with a request to "celebrate your mother," but relied on the power of the message to generate that connection. It works.

Then, when you go to the IRC Web site, you seen the video at top left right on the home page, continuing the theme but making it much more real.

P.S.  Learn effective messaging here. Download the free Nonprofit Tagline Report for must-dos, don't dos, case studies and 1,000+ nonprofit tagline examples!

Nancy Schwartz in Branding and Messages, Nonprofit Communications | 2 comments
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