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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.

5 Steps to Jumpstart Your Tagline Development Process

Developing a high-power tagline for your nonprofit can be a daunting task, especially with so many competing priorities.  Whether you are creating a first-time tagline or revitalizing an existing brand, here are five steps to jump start the process:

  1. Confirm that the tagline (or lack of one) is a problem. Feature a few talking points about your organization (or your tagline, if you already have one) in conversations with colleagues, members and volunteers.  Make a note of their reactions.  Does your messaging inspire people to dig in and ask more questions or get involved, or does it create confusion about your organization’s work and impact?
  2. Get your colleagues on board.  Let your colleagues know that it’s time to develop stronger messaging for your organization based on what you’ve heard in your listening research, and that you’ll need their help. Be as specific as possible about your goals and outcomes, and how you’d like them to help.
  3. Uncover some audience intelligence, Sherlock Holmes.  Ask colleagues (and volunteers, if you need to) to insert your organization’s messaging (or current tagline, if you have one) in their own conversations in the field and report back to you what they find. Make it easy for them to report back in a way that’s easy for them and useful to you.
  4. Summarize the feedback you get and your recommendations for moving forward.  What does and doesn’t work? What does that suggest about revising existing messaging or shaping  a new tagline?
  5. Is more research needed? Decide if you need to take your audience research one step further or you’re ready to kickoff the tagline creation process with a brainstorming session.

These five steps are a proven stepping stone to developing a strong tagline for your organization. Supplement them with our free guide to powerful messaging for your organization: The Getting Attention Tagline Report features don’t dos, must dos and over 2,500 nonprofit tagline examples to kick-start your message brainstorming.

By Amy Kehoe, Manager – Getting Attention

Flickr photo: Jeff Carlson