The 2010 NFP Tagline Report
16 December 2010 at 10:48 am
A majority (72%) of charities rate their organisational taglines poorly, or don’t have one at all, according to the world-wide 2010 Nonprofit Tagline Report.
The report found that most organisations (76%) do have taglines, but many (58%) aren’t satisfied with the ones they have.
US Not for Profit marketing expert Nancy Schwartz who publishes the Getting Attention blog and produced the study says the leading reason that charities don’t have taglines is they never thought of it (33%).
Schwartz says human services organisations lead the way in having taglines (75%), with grant-makers just behind.
She says unusually, environmental organisations hold up the rear, with only 30% using taglines while the field is becoming increasingly high-profile, complex and competitive.]
The survey found that Not for Profit staff members most focused on making the most of their taglines are marketers (47%), fundraisers (24%) and executive directors (21%).
It found that taglines that work generally fall into one of four categories, describing an organisation’s work, impact or value, core values or spirit.
Schwartz says most taglines gauged to be very effective have been in use two to four years (43%) and many new taglines (one year old or younger) deemed to be very effective are still in the honeymoon period.
The 2010 Nonprofit Tagline Report follows on from the announcement of the world's best Not for Profit Taglines winners earlier this year, with Oregon Zoo Foundation’s ‘Bring Back the Roar’ campaign to fund lions returning to the zoo, winning the best fundraising tagline.
Now in their third year, the awards recognise the best Not for Profit taglines across 16 categories – fundraising taglines, program taglines, special event taglines and 13 organisational categories.
Over 6000 people voted for their favourite taglines among the 70 finalists, selected by a judging panel from the more than 2,700 taglines entered by 1,700 Not for Profits.
The 2,700 nominations and the results of the poll were used to create the 2011 Getting Attention Nonprofit Tagline Report.
Nancy Schwart says the awards sharpen voters understanding of what works and what doesn’t message wise and informs and inspires their organisations communications.