Taglines – The Full Report
Monday, 23rd November 2009 at 4:33 pm
The award organisers have released the 2009 Nonprofit Tagline Report based on this year’s US entries and features a directory of over 2,500 Not for Profit tagline examples to help organisations brainstorm their own tagline.
The 2009 Report provides what the publishers describe as everything an organisation needs to jump start its tagline development process:
· Why a Nonprofit’s Name Isn’t Enough
· How a Strong Tagline Benefits Your Organization – Useful for developing support among colleagues and leadership
· The 10 Have-Tos for Successful Taglines
· Using Words that Work
· The 7 Deadly Sins, 9 Snores and 5 Best Ways to Antagonize Your Audience – What not to do
· Research, Create, Revise, Test, Repeat – The right steps to take to craft a potent tagline.
Getting Attention publisher Nancy Schwartz says a Not for Profit organisation’s tagline is, next to its name, the marketing message most frequently heard, and the easiest and most effective way to convey its brand.
Schwartz says a strong tagline complements an organisation’s name to convey its unique value or impact with personality, passion and commitment.
She warns that organisations that fail to make the most of their taglines are basically throwing that opportunity away.
She says one highly-effective tagline model (and one of the 13 US winners of the 2009 tagline awards) is Because the earth needs a good lawyer from Earthjustice.
Schwartz says Earthjustice capitalizes on what people do understand — that a lawyer protects rights — and uses that framework to dramatically position its role and impact in the environmental movement. And it does so with humour.
She says if your tagline makes people smile or light up, without stepping on your message, then you’ve made an emotional connection.
The free report can be downloaded at www.gettingattention.org