Thursday, December 17, 2009

Freebie Corner!

A few weeks ago I announced a couple of great seminars being conducted free. Today the Freebie Corner special is a fabulous report on nonprofit "taglines," the "2009 Getting Attention Tagline Report." Nancy Schwartz at Getting Attention, has developed this fascinating report. What taglines work? What taglines lessen your impact? Is it time to change your tagline?

It is a shame that for most nonprofits marketing becomes an afterthought. Worse still, in slow economic times, the marketing budget is often the first to suffer. Nonprofits must think of themselves as a business, nonprofits are "selling" something. Whether that something is services, legislative representation, peer professional networking, continuing education, etc., there is a product to be sold and there are "customers" to be acquired.

This report is worth the download and it's worth sharing with your nonprofit management and board of directors. Bunnie

The 2009 Getting Attention Tagline Report

by Nancy Schwartz, Getting Attention

Nonprofits have a major branding problem in weak taglines. Taglines are the best way to succinctly convey nonprofits' value, but 7 in 10 nonprofits rate their taglines as poor or don't have one at all.

The just-released 2009 Getting Attention Nonprofit Tagline Report, based on 1,700 2009 tagline award entries and recent survey responses from 1,900 nonprofit communicators, shows that most nonprofits don’t have an organizational tagline that works to make their organizations’ value clear, and easy to remember and repeat.

A highly-effective nonprofit tagline model (and one of the 13 winners of the 2009 tagline awards) is "Because the earth needs a good lawyer" from Earthjustice. 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 humor. If your tagline makes people smile or light up, without stepping on your message, then you’ve made an emotional connection…Bravo.

A strong tagline complements your org's name to convey its unique value or impact with personality, passion and commitment. If you fail to make the most of your tagline, you throw that opportunity away.

Dig into this free updated guide to learn:

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

Over 2,500 Nonprofit Tagline Examples to put to work for message brainstorming.

Download the 2009 Nonprofit Tagline Report here

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