lending for change

Less is More Again -- Newark Museum Tagline Success in Just 4 Words The Newark Museum is a marketing star, and I'm continually impressed with its creativity in engaging its diverse base.  2009 is the Museum's centennial and its marketing team has done a stellar job in making the most of that with special programming and a new tagline — 100 years. always new.

This tagline is a star, in just 4 words. Here's how the tagline meets (or beats) the "tagline musts" outlined in the Getting Attention Nonprofit Tagline Report (subscribe to the Getting Attention e-update here to get the 2009 report update when published this winter):

  • Conveys value (always new — always the opportunity to learn something new, be surprised).
  • Broadly and easily accessible and memorable.
  • Makes an emotional connection. We all respect age and tradition (think grandmother) and adore what's new. The Museum promises the best of both worlds.
  • 8 words or less! — Less is more in taglines and most marketing copywriting. That's really all your base can remember, recognize and repeat. Make it easy for them.
  • Highly visible and integrated into all communications. Check mark — it's everywhere Newark Museum is.
  • Captures the spirit and promise of the Museum. Embracing its history and tradition while pushing forward to explore new worlds.

Newark Museum staff members, I hope you're reading and will enter your tagline in the 2009 Nonprofit Tagline Award program.

You too, readers! Deadline is looming (July 31st) so enter today, please!

Nancy Schwartz in Awards, Branding and Messages, Case Studies, Nonprofit Communications, Taglines | 0 comments
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Lending for Change -- 700th Entry in 2009 Tagline Awards -- Enter Your Tagline TodayI 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:

7. Don’t put two or more taglines to work. If you do, you’re doing everything you
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.

Nancy Schwartz in Awards, Branding and Messages, Nonprofit Communications, Taglines | 0 comments
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