2012 Tagline Award Judges

2012 Nonprofit Tagline Awards Judges Panel

Great Words Promoting Good Causes

The 2012 Getting Attention Nonprofit Tagline Awards judges represent a full breadth of relevant disciplines and are distinguished experts in their fields.

A huge thanks to this panel of experts, who evaluated semi-finalist taglines to determine the top taglines in each sector within the organizational taglines and the top taglines of each type (program, advocacy campaign, fundraising and special event).

2012 Nonprofit Tagline Awards Judges Panel

      • Tom Ahern, President, Ahern Communications, Ink
        Photo of Tom AhernTom is recognized internationally as a leading expert in the science and art of successful donor communications. He is the author of four books on the topic and consults with nonprofits across North America.
      • Susie Bowie, Communications Manager,
        Community Foundation of Sarasota County

        Photo of Susie BowieSusie has served on the board of directors of the Florida Public Relations Association’s Central West Coast chapter and the Sarasota Audubon Society in public relations roles for four years. She received the Rising Star Award in 2006 and the Promoting the Profession Award in 2008 from FPRA’s Central West Coast chapter, and she was one of Gulf Coast Business Review’s 40 Under 40 winners in 2009.
      • Kathy Dempsey, President, Libraries Are Essential
        Photo of Kathy Dempsey Kathy runs a consultancy called Libraries Are Essential to help librarians promote their value. She has published a book called The Accidental Library Marketer, she blogs at “The M Word,” and speaks and publishes around the world. Dempsey has been the editor of the Marketing Library Services newsletter since 1994.
      • Nancy Dowd, Director of Marketing, New Jersey State Library
        Photo of Nancy Dowd Nancy is a popular speaker and co-author of ALA’s best selling book, Bite-Sized Marketing, Realistic solutions for Overworked Librarians. As Director of Marketing for the NJ State Library her work earned top marketing awards from NJLA, ALA and PRSA NJ. She has won the John Cotton Dana Award. She is presently Product Lead for NoveList’s newest product, LibraryAware, a new online resource that will revolutionize the way libraries create, deliver and measure their promotional campaigns.
      • Joanne Fritz Ph.D, Guide to Nonprofit Organizations, About.com
        Photo of Joanne Fritz Ph.DJoanne has worked in the nonprofit world for most of her 30-year career beginning with teaching at the secondary, college, and university levels. She has held senior management positions at two national nonprofits and two universities and, for the past six years, has written about the nonprofit world at About.com.
      • Lawrence Grodeska, Nonprofit Community Manager, Change.org
        Photo of Lawrence Grodeska Lawrence is a web marketing expert with more than 12 years experience leveraging technology and new media to promote programs and campaigns for public education, cause marketing and advocacy. Lawrence serves as the Nonprofit Community Manager at Change.org, where he teaches organizations how to best leverage the world’s fastest-growing social action platform to achieve real change.
      • Bob Johnson, President, Bob Johnson Consulting, LLC
        Photo of Bob Johnson Bob Johnson is president of Bob Johnson Consulting, LLC where he has worked with 56 colleges, universities, and professional associations since 2006 to develop strong online marketing communication programs. Specialties include Customer Carewords research to better engage website visitors, marketing communication reviews of college and university websites, and “Writing Right for the Web” workshops.
      • Lisa Junker, Director of Communications, Association of State and Territorial Health Officials
        Photo of Lisa Junker Lisa Junker, CAE, IOM, is director of communications for the Association of State and Territorial Health Officials (ASTHO). Previously, Lisa served as editor-in-chief of Associations Now, the award-winning monthly magazine of ASAE, and senior manager of communications at the American Industrial Hygiene Association (AIHA).
      • Carie Lewis, Director of Emerging Media, The Humane Society of the United States
        Photo of Carie LewisCarie is the lead social media strategist for the nation’s largest and most effective animal welfare organization. As media is constantly changing, a large part of her responsibilities include evaluating new technologies and trends in the nonprofit technology sector, and preparing the organization to adapt to those changes. Carie is an active member of the Nonprofit Technology Network (NTEN), and has been interviewed for articles on The Chronicle of Philanthropy, Fundraising Success Magazine, and The Nonprofit Times.
      • Alison McQuade, New Media Manager, EMILY’s List
        Photo of Alison McQuadeAlison is the New Media Manager at EMILY’s List, helping to elect Democratic women by creating memes out of people who get her fired up – among other things. Prior to this, she spent three years doing communications and new media for GlobalGiving, a microfinance platform servicing thousands of nonprofit projects worldwide. Despite years of doing Good there, she might be best known for her successful marketing campaign involving the iPad and a tampon. True story. This was followed by a year at the League of Women Voters.
      • Kivi Leroux Miller, President, Nonprofit Marketing Guide.com
        Photo of Kivi Leroux MillerKivi is the founder of Nonprofit Marketing Guide.com and author of The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause. She teaches a weekly webinar series and writes a leading blog on nonprofit communications.
      • Mark Miller, AVP, Philanthropic Marketing & Communication, Children’s National Medical Center
        Photo of Mark MillerMark Miller specializes in strategic communications for nonprofits and political organizations. He currently is associate vice president for fundraising and communications at Children’s National Medical Center, where he oversees online fundraising, social media, and donor communications. His previous experience includes The White House, the Case Foundation, Weber Shandwick, the Corporation for National Service, and the National Governors Association. He is also the volunteer communications director for the American Special Hockey Association.
      • Bob Ottendorff, President and CEO, Center for Disaster Philanthropy
        Photo of Bob OttendorffBob recently started this new venture after leaving his role as CEO at GuideStar. Bob has 25 years of management experience in public broadcasting and high-tech companies, including 9 years as CEO of the Public Broadcasting Service (PBS). He currently serves on the board of Inspirit Foundation (formerly Vision TV), Grameen Foundation USA, Link TV, and Write on Sports, and on the advisory committee of the Netherlands-America Foundation. He writes and speaks on nonprofit and philanthropic issues, and he has been frequently quoted in publications such as the New York Times, Chronicle of Philanthropy, Wall Street Journal and Forbes.
      • Holly Ross, Executive Director, NTEN
        Photo of Holly RossHolly has been at NTEN since 2003, working with community members to identify the technology trends that will reshape the nonprofit sector. From ubiquitous access to technology leadership to social media, Holly brings the wisdom of the NTEN crowd to the nonprofit sector. Holly has been recognized as one of the Nonprofit Times Power and Influence Top 50 three times, in 2009, 2010 and 2011.
      • Linda Mason Ross, Director of Marketing, Lincoln Center Theater
        Photo of Linda Mason RossLinda’s career in not-for-profit arts marketing spans more than 20 years. Before joining Lincoln Center Theater 7 years ago as Director of Marketing, she led the marketing and advertising teams at Carnegie Hall and at New York’s 92nd Street Y. In her current position, she has managed campaigns for Broadway and off-Broadway productions including War Horse, Other Desert Cities, The Coast of Utopia, South Pacific, Joe Turner’s Come and Gone, Awake and Sing!, 4000 Miles, The Clean House, and The Light in the Piazza among many others.
      • Marc Sirkin, VP Social Marketing & Online Fundraising, Autism Speaks
        Photo of Marc SirkinMarc is focused on helping the organization create “conversations” using the Internet and the Social Web. He oversees the organization’s digital strategy and is focused on creating new community and fundraising opportunities for all those affected by autism. Marc’s unique ability to develop high-level social marketing strategies that connect directly to measurable business results has helped him launch and refine online communities, as well as web-based community applications, which have resulted in millions of dollars in donations and lifelong customer relationships in the non-profit sector.
      • Kim St. John-Stevenson, Communications Officer,
        Saint Luke’s Foundation

        Photo of Kim St. John-StevensonKimberly St. John-Stevenson joined the Saint Luke’s Foundation of Cleveland, Ohio in April 2007. A native of Connecticut, Kim is a creative, strategic thinker with more than 20 years experience in developing and implementing effective community engagement and marketing communications solutions in the profit and non-profit sectors. Highly regarded in her field, Kim was recently named “2010 Communicator of the Year” by the International Association of Business Communicators Cleveland Chapter.

Ask Yourself 4 Questions for Effective Nonprofit Taglines

Welcome to guest blogger Allison Van Diest. Allison, Senior Product Marketing Manager at Blackbaud, prides herself on being not only a marketing “artist” but a marketing “scientist”  able to measure the marketing impact. She has some terrific guidance to share with you on shaping a tagline that works…

What has less than 140 characters and tells the world what you’re up to?

Yes, Twitter does.  But how do you think the Twitter folks got the idea that a short, punchy phrase or two can be among the best ways to communicate?  Decades ago, taglines showed the world that a few well-chosen words can mean more to a reader than pages of advertising copy.

The purpose of a tagline is to create an impression that is meaningful and moving, as succinctly as possible.  And in today’s landscape of light speed communication, with constraints on readers’ time and attention, a well-written tagline is critical.

It is your best tool in capturing the imagination of a prospective supporter and also arms them with the perfect message to send to their network (through Twitter, perhaps!).

Sold on the idea of taglines, but not sure yours is prize-worthy? Enter the Nonprofit Tagline Awards program anyway, there’s nothing to lose. And every entrant will be invited to join me in a special free webinar on building leadership support for critical marketing projects. But back to taglines…

If you’re not satisfied with your tagline, consider sending it through a quick positioning refresh to make sure it truly captures your spirit.  As a reminder, a strong positioning statement answers these questions:

  1. Who (what group) does your organization serve?
  2. What does the group you serve hope to accomplish?
  3. What does your organization provide to the group you serve?
  4. What is the outcome if the group you serve accomplishes its goal?

Consider how how this information is conveyed by TexasNonprofits, a 2009 Nonprofit Tagline Award winner:  “Building community deep in the hearts of Texans”

  1. Who (what group) does your organization serve?  Texas nonprofits
  2. What does the group you serve hope to accomplish? To encourage higher levels of giving so they can do more good in Texas
  3. What does your organization provide to the group you serve?  Resources and support to aid the nonprofit community
  4. What is the end state if the group you serve accomplishes its goal?  Texans are even more philanthropic and nonprofit impact goes even further

With its tagline, TexasNonprofits conveys mission and impact in a clever and memorable way.   This year’s Taggies will once again celebrate well-crafted taglines and – hopefully – inspire other nonprofits to follow suit, so please enter yours today (deadline is July 28).

 We can’t wait to see what you’ve been up to!

The 2010 Nonprofit Tagline Awards program is made possible thanks to the generous sponsorship of Blackbaud, Event360, Eventbrite and See3 Communications.

P. P. S. Follow the tagline award news on Twitter via the hashtag #taggies