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:
- Who (what group) does your organization serve?
- What does the group you serve hope to accomplish?
- What does your organization provide to the group you serve?
- 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”
- Who (what group) does your organization serve? Texas nonprofits
- What does the group you serve hope to accomplish? To encourage higher levels of giving so they can do more good in Texas
- What does your organization provide to the group you serve? Resources and support to aid the nonprofit community
- 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!