18 Nonprofits Honored for Outstanding Taglines

Full tagline winner info here.

The Back Story: Great Taglines Promoting Good Causes

A nonprofit’s tagline is hands down the briefest, easiest and most effective way to communicate its identity and impact, or to lead its advocacy or fundraising campaign, program marketing or special event promotion.

But this high-impact, low-cost tactic is often overlooked or under-emphasized by nonprofits like yours. Our recent Nonprofit Messages Survey  showed just 29% of organizations like yours have a tagline that connects and spurs action.

The Nonprofit Tagline Awards program is designed to address this missed opportunity, and guide nonprofits to craft messages that do connect. And this year, for this first time, voters selected an advocacy campaign tagline award winner, in addition to the strongest organizational taglines, and fundraising campaign, program and special event taglines.

The 18 winners, listed below, were selected by more than 3,300 voters from 63 nonprofit tagline finalists identified by our expert panel of judges. The finalists were drawn from 1,400 tagline entries.

The organizations behind the winning taglines range from the regional (Elder Services of Worcester Area, Inc.) to the national (Wounded Warrior Project) and global (The TARA Project).
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Get free access today to the updated Online Tagline Database, with 5,000+ searchable taglines for your own message brainstorming, and the Nonprofit Tagline Report!

The report features more on the winning taglines plus:
  • The 10 Have-Tos for Successful Taglines
  • The 7 Deadly Sins – Examples of what not to do.

Award Winners

  • Organizational Taglines

    • Arts & Culture
      Organization: New Depot Players Community Theatre
      Tagline: Play Your Part
      This community theatre tagline uses a double entendre to invite supporters to take part by taking action (donating). It’s dramatic, and broadly accessible.
    • Association
      Organization: Indiana Association for Community Economic Development (IACED)
      Tagline: You Make a Difference…(We Make It Easier)
      IACED’s tagline cuts through the clutter as it conveys the value of membership, while giving subtle kudos to the community-focused work of member and prospect organizations.
    • Civic Benefit
      Organization: Wounded Warrior Project
      Tagline: The greatest casualty is being forgotten.
      This distinctive tagline from the Wounded Warrior Project provokes anger, compassion and a desire to help, in just six words. It’s an excellent example of a mission-driven tagline.
    • Education
      Organization: Librarians Without Borders
      Tagline: Putting information in the hands of the world
      This simple yet effective tagline from Librarians Without Borders leaves no doubt about the organization’s mission and commitment. It’s definitive, with a powerful economy of words.
    • Employment & Workforce Development
      Organization: Youth Express
      Tagline: Potential Meets Opportunity
      Youth Express’ emphatic tagline is an equation that adds up to perfection, telling a memorable story in just three words. It stops you in your tracks, makes you want to learn more and sticks with you afterwards. That’s the kind of potent nonprofit message every organization needs.
    • Environment
      Organization: Lake Champlain International (LCI)
      Tagline: Clean Water. Healthy Fish. Happy People.
      Lake Champlain International’s tagline highlights the value of its work and impact by connecting clean water with healthy wildlife and food, and satisfied swimmers and boaters. Such cause and effect is seldom so clearly articulated by environmentalists.

      .

      This tagline was created to bring the organization forward when its major fundraising event—the Father’s Day Fishing Derby—began to overshadow LCI’s overall mission and identity, says James Ehlers, executive director.

    • Faith-based & Spiritual Development
      Organization:The Jewish Federations of North America
      Tagline: The Strength of a People. The Power of Community.
      The work of faith-based organizations often operates on several planes at once, a challenge for any organization and its messages. Here, The Jewish Federations of North America delivers a tagline twinset that inspires Jewish pride and highlights the Federations’ role as reliable shepherds of that community power.
    • Grantmaking
      Organization: University of Hawaii Foundation
      Tagline: For our University, our Hawaii, our Future
      The University of Hawaii Foundation’s tagline thoroughly communicates the value of its work while evoking every Hawaiian’s typically loyal ties to this special place and its future. You hear the love!
    • Health & Sciences
      Organization: Community Food & Justice Coalition
      Tagline: Food for People, Not for Profit
      The Coalition surprises and engages hearts, minds and stomachs with this impassioned tagline urging the separations of corporations and food.
    • Human Services
      Organization: Elder Services of Worcester Area, Inc.
      Tagline: There’s no place like home
      This concise tagline tells Elder Services’ story succinctly and powerfully: It’s all about getting seniors and younger disable people the help they need to stay in their homes.

      .

      Plus, this idiom as tagline forges a bond between those of us who aren’t seniors (yet) and those who are. All of us feel welcomed and secure, yet independent, in the corner of the world we call home.

    • International, Foreign Affairs, National Security
      Organization: The TARA Project
      Tagline: Empowering Communities. Ending Poverty.
      The Tara Project conveys the two equally important halves of its values and impact in a way that makes you think hard about the connection.
    • Library
      Organization: University of West Florida Libraries
      Tagline: The Quickest Way from Q to A!
      The UWF Libraries’ tagline was submitted in response to a student contest and highlights the value that librarians have (and the Internet doesn’t).
    • Wildlife & Animal Welfare
      Organization: Maryland SPCA
      Tagline: Feel the Warmth of a Cold Nose
      Animal welfare groups tend to be pros at stirring emotion, and the Maryland SPCA excels here. Voters went wild for this tagline—it’s emotional catnip for animal lovers!
    • Other
      Organization: Enactus (formerly SIFE: Students In Free Enterprise)
      Tagline: A head for business. A heart for the world.
      If an organization’s identity contains within it a distinct contrast between its key characteristics, that’s often good tagline material. Here, Enactus surprises by capitalizing on the contrast between profit and compassion.

      .

      An excellent example of the tagline clarifying a nonprofit’s focus, when the organization’s (new) name alone doesn’t do so.

  • Advocacy Taglines

    • Organization: Vehicles for Change: Freedom Wheels—Campaign to build support for a culture of donating used cars, focusing on how having a car changes the lives of low-wage families.
      Tagline: Help Drive Change.
      This clever tagline is a satisfying and motivational play on words. That’s a tough balance to find, and this tagline does it well, painting a crystal-clear call to action.
  • Fundraising Taglines

    • Organization: Funding Exchange: No Small Change—Small gift campaign to raise funds and friends.
      Tagline: It’s all big when you’re changing the world
      “You” are the star of this tagline for The Funding Exchange’s fundraising campaign, which elevates every gift (no matter the size) into a powerful tool for good.The tagline “is an ideal introduction to our stories of small actions, ideas, gifts and grants that went on to cause big change,” says Barbara Heisler, executive director.
  • Program Taglines

    • Organization: Goodwill Industries Serving Eastern Nebraska and Southwest Iowa: Customer Connect—Employment program training individuals for phone-based customer service jobs.
      Tagline: Your Future Is Calling
      Voters enjoyed the word play here: It adds depth of understanding without being glib.
  • Special Event Taglines

    • Organization: Ecological Farming Association (EFA): EcoFarm Conference 2013
      Tagline: Feed the World You Want to Live InThis tagline is engaging and visual. It fosters an intellectual and emotional connection between you (and the future you hope for) and the practitioners who will share their perspectives at the conference, while emphasizing the direct impact of conference organizer EFA.“Our constituents feel the tagline speaks to the ongoing debate about how we can feed the world in an environmentally-sustainable and socially-just way,” says Communications Director, Joanna Dillon.

Kudos to the 18 winners for doing such an admirable job in putting a few select words to work to build their brands, programs, and advocacy and fundraising impact!

2012 Tagline Award Winners

2012 Getting Attention Nonprofit Tagline Award Winners

Great Words Promoting Good Causes

The 18 winners of the 2012 Getting Attention Nonprofit Tagline Award Winners, presented in this brief video, were selected by 3,300 voters. They were selected from 63 nonprofit tagline finalists identified by our expert panel of judges.

  • Organizational Taglines

    • Arts & Culture
      Organization: New Depot Players Community Theatre
      Tagline: Play Your Part
      This community theatre tagline uses a double entendre to invite supporters to take part by taking action (donating). It’s dramatic, and broadly accessible.
    • Association
      Organization: Indiana Association for Community Economic Development (IACED)
      Tagline: You Make a Difference…(We Make It Easier)
      IACED’s tagline cuts through the clutter as it conveys the value of membership, while giving subtle kudos to the community-focused work of member and prospect organizations.
    • Civic Benefit
      Organization: Wounded Warrior Project
      Tagline: The greatest casualty is being forgotten.
      This distinctive tagline from the Wounded Warrior Project provokes anger, compassion and a desire to help, in just six words. It’s an excellent example of a mission-driven tagline.
    • Education
      Organization: Librarians Without Borders
      Tagline: Putting information in the hands of the world
      This simple yet effective tagline from Librarians Without Borders leaves no doubt about the organization’s mission and commitment. It’s definitive, with a powerful economy of words.
    • Employment & Workforce Development
      Organization: Youth Express
      Tagline: Potential Meets Opportunity
      Youth Express’ emphatic tagline is an equation that adds up to perfection, telling a memorable story in just three words. It stops you in your tracks, makes you want to learn more and sticks with you afterwards. That’s the kind of potent nonprofit message every organization needs.
    • Environment
      Organization: Lake Champlain International (LCI)
      Tagline: Clean Water. Healthy Fish. Happy People.
      Lake Champlain International’s tagline highlights the value of its work and impact by connecting clean water with healthy wildlife and food, and satisfied swimmers and boaters. Such cause and effect is seldom so clearly articulated by environmentalists.

      .

      This tagline was created to bring the organization forward when its major fundraising event—the Father’s Day Fishing Derby—began to overshadow LCI’s overall mission and identity, says James Ehlers, executive director.

    • Faith-based & Spiritual Development
      Organization:The Jewish Federations of North America
      Tagline: The Strength of a People. The Power of Community.
      The work of faith-based organizations often operates on several planes at once, a challenge for any organization and its messages. Here, The Jewish Federations of North America delivers a tagline twinset that inspires Jewish pride and highlights the Federations’ role as reliable shepherds of that community power.
    • Grantmaking
      Organization: University of Hawaii Foundation
      Tagline: For our University, our Hawaii, our Future
      The University of Hawaii Foundation’s tagline thoroughly communicates the value of its work while evoking every Hawaiian’s typically loyal ties to this special place and its future. You hear the love!
    • Health & Sciences
      Organization: Community Food & Justice Coalition
      Tagline: Food for People, Not for Profit
      The Coalition surprises and engages hearts, minds and stomachs with this impassioned tagline urging the separations of corporations and food.
    • Human Services
      Organization: Elder Services of Worcester Area, Inc.
      Tagline: There’s no place like home
      This concise tagline tells Elder Services’ story succinctly and powerfully: It’s all about getting seniors and younger disable people the help they need to stay in their homes.

      .

      Plus, this idiom as tagline forges a bond between those of us who aren’t seniors (yet) and those who are. All of us feel welcomed and secure, yet independent, in the corner of the world we call home.

    • International, Foreign Affairs, National Security
      Organization: The TARA Project
      Tagline: Empowering Communities.  Ending Poverty.
      The Tara Project conveys the two equally important halves of its values and impact in a way that makes you think hard about the connection.
    • Library
      Organization: University of West Florida Libraries
      Tagline: The Quickest Way from Q to A!
      The UWF Libraries’ tagline was submitted in response to a student contest and highlights the value that librarians have (and the Internet doesn’t).
    • Wildlife & Animal Welfare
      Organization: Maryland SPCA
      Tagline: Feel the Warmth of a Cold Nose
      Animal welfare groups tend to be pros at stirring emotion, and the Maryland SPCA excels here. Voters went wild for this tagline—it’s emotional catnip for animal lovers!
    • Other
      Organization: Enactus (formerly SIFE: Students In Free Enterprise)
      Tagline: A head for business. A heart for the world.
      If an organization’s identity contains within it a distinct contrast between its key characteristics, that’s often good tagline material. Here, Enactus surprises by capitalizing on the contrast between profit and compassion.

      .

      An excellent example of the tagline clarifying a nonprofit’s focus, when the organization’s (new) name alone doesn’t do so.

  • Advocacy Taglines

    • Organization: Vehicles for Change: Freedom Wheels Campaign—To build support for a culture of donating used cars, focusing on how having a car changes the lives of low-wage families.
      Tagline: Help Drive Change.
      This clever tagline is a satisfying and motivational play on words. That’s a tough balance to find, and this tagline does it well, painting a crystal-clear call to action.
  • Fundraising Taglines

    • Organization: Funding Exchange: No Small Change Campaign—Small gift campaign to raise funds and friends.
      Tagline: It’s all big when you’re changing the world
      “You” are the star of this tagline for The Funding Exchange’s fundraising campaign, which elevates every gift (no matter the size) into a powerful tool for good.

      .

      The tagline “is an ideal introduction to our stories of small actions, ideas, gifts and grants that went on to cause big change,” says Barbara Heisler, executive director.

  • .

    Program Taglines

    • Organization: Goodwill Industries Serving Eastern Nebraska and Southwest Iowa: Customer Connect Program—Employment training individuals for phone-based customer service jobs.
      Tagline: Your Future Is Calling
      Voters enjoyed the word play here: It adds depth of understanding without being glib.
  • Special Event Taglines

    • Organization: Ecological Farming Association (EFA): EcoFarm Conference 2013
      Tagline: Feed the World You Want to Live In
      This tagline is engaging and visual. It fosters an intellectual and emotional connection between you (and the future you hope for) and the practitioners who will share their perspectives at the conference, while emphasizing the direct impact of conference organizer EFA.

      .

      “Our constituents feel the tagline speaks to the ongoing debate about how we can feed the world in an environmentally-sustainable and socially-just way,” says Communications Director, Joanna Dillon.

Nonprofit Tagline Report (Access Page)

Dive into the guide to making your nonprofit tagline great.

Download the Nonprofit Tagline Report

Your guide to high-impact taglines: 10 have-tos, 6 deadly sins–what not to do, dozens of strong examples, what makes a winning tagline, and more.

Directions: Read the report now by clicking the link above (please wait a moment for download – the file is large), or save it to your computer by right-clicking the link above and selecting “Save Target As” (IE) or “Save Link As” (FireFox).

Thank you for your interest!

Previous Tagline Award Winners

Previous Winners—
Nonprofit Tagline Awards

Great Words Promoting Good Causes

A high-impact tagline is an essential tool for any nonprofit fighting to deliver its message in a crowded, competitive world.

To guide and motivate more organizations to strengthen their taglines, the annual Getting Attention Nonprofit Tagline Awards (a.k.a. The Taggies) recognizes organizations both large and small that have earned top honors for their attention-getting taglines, demonstrating again that an organization of any size can craft a powerful, pithy motto to build awareness and connect with its key audiences.

2020 AWARD WINNERS

Organizational Taglines

Arts & Culture
Tagline: Where good books are brewing
Organization: Coffee House Press

Associations
Tagline: E.R. You Watch It…We Live It!
Organization: Indiana State Council of the Emergency Nurses Association

Civic benefit
Tagline: Instruments of Mass Percussion
Organization: Drums Not Guns

Education
Tagline: Because Curiosity Knows No Age Limit
Organization: The Osher Lifelong Learning Institute at Clemson University

Employment & Workforce Development
Tagline: Our Vision Does Not Require Sight

Organization: Volunteer Blind Industries

Environment and animals
Tagline: Finding good homes for great dogs
Organization: Save the Strays Animal Rescue

Faith-based & Spiritual Development
Organization: Religions for Peace
Tagline: Different Faiths, Common Action.

Grantmaking
Tagline: Connecting People Who Care…With Causes That Matter
Organization: Greater Menomonie Area Community Foundation

Health and sciences
Tagline: When time matters most.
Organization: United Hospice of Rockland, Inc.

Human Services
Tagline: Help is a four-legged word
Organization: Canine Companions for Independence

International, Foreign Affairs, National Security
Tagline: Healing a hurting world
Organization: Episcopal Relief & Development

Library
Tagline: Spread the words.
Organization: Edmonton Public Library

Other
Tagline: Your Guide To Intelligent Giving
Organization: Charity Navigator

Fundraising Taglines

Tagline: Bring Back the Roar!
Organization: Oregon Zoo Foundation: Capital campaign to fund lions’ return after 10-year absence

Program Taglines

Tagline: Your Mouth Can Say A Lot About You
Organization: Massachusetts Dental Society: Awareness campaign to educate the public about the important relationship between oral health and overall health

Tagline: Serve a Semester. Change the World.
Organization: Youth Service America: Semester of Service

Special Event Taglines

Tagline: Little feet. Big strides.
Organization: Hirshberg Foundation for Pancreatic Cancer Research: Kids Can Cure Fun Run, LA Cancer Challenge

 

2019 AWARD WINNERS

Arts & Culture
Tagline: Big Sky. Big Land. Big History.
Organization: Montana Historical Society

Associations
Tagline: Building community deep in the hearts of Texans
Organization: TexasNonprofits

Civic benefit
Tagline: Holding Power Accountable
Organization: Common Cause

Education
Tagline: A Mind is a Terrible Thing to Waste ®
Organization: UNCF — The United Negro College Fund

Environment and animals
Tagline: Because the earth needs a good lawyer
Organization: Earthjustice

Grantmaking
Tagline: If you want to be remembered, do something memorable.
Organization: The Cleveland Foundation

Health and sciences
Tagline: Finding a cure now…so our daughters won’t have to.
Organization: PA Breast Cancer Coalition

Human Services
Tagline: Filling pantries. Filling lives.
Organization: Houston Food Bank

International, Foreign Affairs, National Security
Tagline: Send a net. Save a life.
Organization: Nothing But Nets

Jobs and Workforce Development
Tagline: Nothing Stops A Bullet Like A Job
Organization: Homeboy Industries

Media
Tagline: Telling stories that make a difference
Organization: Barefoot Workshops

Religion and spiritual development
Tagline: Open hearts. Open minds. Open doors.
Organization: The people of The United Methodist Church

2018 AWARD WINNERS

Arts & Culture
Tagline: Where Actors Find Their Space
Organization: NYC Theatre Spaces

Civic benefit
Tagline: Stand Up for a Child
Organization: Court Appointed Special Advocates of Southwest Missouri

Education
Tagline: Stay Close…Go Far.
Organization: East Stroudsburg University of Pennsylvania

Environment and animals
Tagline: Helping Preserve the Places You Cherish
Organization: LandChoices

Grantmaking
Tagline: Make the Most of Your Giving
Organization: The Greater Cincinnati Foundation

Health and sciences
Tagline: Improving Life, One Breath at a Time
Organization: American Lung Association

Human Services
Tagline: When You Can’t Do It Alone
Organization: Jewish Family & Children’s Service of Sarasota-Manatee, Inc.

International, Foreign Affairs, National Security
Tagline: Whatever it takes to save a child
Organization: U.S. Fund for UNICEF

Jobs and Workforce Development
Tagline: All Building Starts With a Foundation
Organization: Building Future Builders

Other
Tagline: Because facts matter.
Organization: Oregon Center for Public Policy

Other
Tagline: The Art of Active Aging
Organization: EngAGE

Religion and spiritual development
Tagline: Grounded in tradition…open to the Spirit
Organization: Memphis Theological Seminary

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.

The Power of Special Event Taglines – Enter Yours Today

Welcome back to guest blogger Tamara Mendelsohn, Director of Marketing for Eventbrite for Causes, a sponsor of the Nonprofit Tagline Awards (a.k.a., The Taggies). Tamara focuses day in and day out on making events more productive for nonprofits and has a valuable recommendation to share…

This year, the Taggies have added a category for special event taglines. If you’re reading this, you already know that a live event represents a unique fundraising and awareness opportunity. But you may not be aware of what event taglines can do for your cause.

Here are 5 reasons special event taglines are so helpful:

  • They set your event apart from similar events – Attendees have a limited amount of time and resources for events. Imagine they’re picking between two great benefit concerts, one clearly branded with a tagline and one without. Which one do you think they’re more likely to remember, spread the word on and more likely to attend?
  • They make it easy for attendees to become your best marketers – For attendees to convince their social networks to join them at an event, they need to be able to explain why it will be great. By creating a potent tagline, you’re doing much of that work for them.
  • They’re built for social media – A great special event tagline is a snap for attendees to drop into the small text spaces of Twitter and Facebook. And drop again. And again.
  • They promote repeat attendance – Even a great event can fade from attendees’ memories if it lacks a distinctive identity. A strong tagline makes your event unforgettable, and can give it a permanent place on attendees’ monthly or yearly calendars.
  • They’re fun – A little humor, even a well-placed pun, communicates to attendees that you know how to show them a great time. And—especially since many organizations are raising money for quite serious causes—it’s key to remind them that your event is a gathering they’ll enjoy and feel good about.

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

 

Tagline Award FAQs

Nonprofit Tagline Award FAQs

Great Words Promoting Good Causes

How are award winners selected?
The criteria for winning taglines include clarity, brevity, relevance, authenticity, specificity and comprehensiveness of use, as well as creating a connection between the reader and the organization. The complete criteria for winning taglines are outlined here.

Each submitted tagline is reviewed in comparison to others in its category by the Getting Attention team. Up to 40 semi-finalist taglines are selected via this process and forwarded to the judge handling that category.

Meet our wonderfully diverse panel of expert judges for the 2012 awards.

Each judge selected to three taglines as finalists in her category. At that point, all members of the nonprofit community—from staff and volunteers to service providers, board members and donors—were invited to vote on the best tagline within each category.

What are the prizes for award winners?
Winners get significant recognition via publicity in print and online. But, the value of entering the awards program is best said by two past winners:

“We were very pleased to have our tagline recognized by our colleagues in the industry.  Our award has given the U.S. Fund extra visibility for its marketing and brand work!”
—Kim Pucci, Former Marketing Director, U.S. Fund for UNICEF

“We were thrilled to be selected as the tagline award winner in the Human Services category. We leveraged the award as we rolled out our new brand and kicked off the public phase of our $5M capital campaign.  It was highlighted as an achievement in all of our capital campaign foundation grant requests and spotlighted in our agency newsletter and in the local media.  And, the media buzz that this award created helped JFCS maximize its marketing efforts without the need for allocating additional dollars in this difficult economy.”
—Rose Chapman, LCSW, President/CEO of Jewish Family & Children’s Service of Sarasota-Manatee, Inc.

What are the tagline award categories?

  • Organization tagline (by issue focus)
  • Program tagline
  • Advocacy campaign tagline
  • Fundraising campaign tagline
  • Special event tagline

Tagline-Overview-Awards-Report

2012 Nonprofit Tagline Awards (a.k.a. The Taggies)

Great Words Promoting Good Causes


Congratulations to the 2012 Getting Attention Nonprofit Tagline Award Winners! The 18 winners were selected by more than 3,300 voters from 63 nonprofit tagline finalists that had been identified by our expert panel of judges. The finalists were drawn from the 1,400 nonprofit taglines entered.

The organizations behind the winning taglines range from the regional (Elder Services of Worcester Area, Inc.) to the national (Wounded Warrior Project) and global (The TARA Project). All did an admirable job in putting a few select words to work to build their brands, programs and fundraising impact.

Get free access today to the updated Online Tagline Database, with 5,000+ searchable taglines for your own message brainstorming, and the Nonprofit Tagline Report!

The report features more on the winning taglines plus:
  • The 10 Have-Tos for Successful Taglines
  • The 7 Deadly Sins – Examples of what not to do.

Celebrating the Best in Nonprofit Taglines—The Taggies

A strong tagline does double-duty — working to extend your organization’s name and mission, while delivering a focused, memorable and repeatable message to your base.

But our recent Nonprofit Messages Survey showed just 29% of organizations like yours have a tagline that connects and spurs action.

The Awards program is designed to inspire and guide your organizations to deliver taglines that connect quickly and strongly with your target audiences—Aha! messages that build and strengthen key relationships for the long term.

Since 2008, the GettingAttention.org community and other nonprofit communicators, other staff and supporters have been enthusiastic participants in the Nonprofit Tagline Awards program (a.k.a. The Taggies)—entering their own taglines and spreading the word to peers to do the same, voting to select award winners and learning what works and what doesn’t via the Nonprofit Tagline Database and Report.

Getting to Aha! is doable, for every organization. Go for it!

Thanks for the inspiration, advice and encouragement.
We couldn’t have done it without The Taggies!

“About the time you were holding the first Taggies, we were knee-deep in developing our first strategic marketing plan—with the help of a couple of talented, local board members, we managed to get thru the process and finalize our branding guidelines developed in four months!

‘We are Smiles Change Lives and we provide essential, life-changing orthodontic treatment for children from low-income families: Bracing kids for a better future!’

“Your emails during the contest helped fuel our desire to develop the right tagline and we believe we have. Thanks for the inspiration, advice and encouragement thru your emails and webinars. We couldn’t have done it without the Taggies!”

   —LeAnn Smith, Chief Operating Officer, Smiles Change Lives

 

This program is made possible thanks to the generous sponsorship of
Change.org and See3.

P. S. Follow Tagline Award news on Twitter via the hashtag #taggies12