Actual for You - Why Nonprofits Need Strong Taglines

You've got to explain in a few words what your nonprofit does, and why it's valuable. That's the job of the tagline.

Many organizations expect their names to broadcast what it is they do. Trouble is, it just doesn't happen that way very often. One reason why is that many nonprofit names sound alike. Another is that audiences frequently confuse the work of organizations focused on the same issues – think Human Rights Watch and Amnesty International.

Where Your Tagline Fits In

The tagline is one of the four vital components of your branding portfolio, along with your nonprofit's logo, overall graphic look and feel, and positioning statement. Take a look at my article "4 Steps to Creating a Strong Nonprofit Brand" for more info.

Remember that the tagline should be such a natural outgrowth of your organization's positioning statement (the one or two sentences you'd use to reply to someone asking what the organization does) so that the two are inextricably linked. A great tagline differentiates you from your competitors while expressing your organization's personality and adding consistency to your marketing and communications.

The bonus? Your tagline will help to align internal understanding of your organization's direction and goals.

But beware communicators. The absence of a tagline – or the use of an ineffective one – will put your nonprofit at a competitive disadvantage in funding, building your staff and volunteer base, and increasing use of your programs and products.

Some Great Nonprofit Examples

Here are a couple of high-impact nonprofit taglines:

• "Change Your Life for Good" – City University of New York
Shock And Vibration Testing
Shock and vibration testing is a division of product as well as component testing. This test has a wider and larger category that involves life, exposure, electrical, ergonomic, dynamic, and other specialized and significant tests.Whenever you need it, there are many of shock and vibration testing services for you. Companies typically test and screen finished components or products by means of shock and sine as well as random vibration and other vibralike. Another is that audiences frequently confuse the work of organizations focused on the same issues – think Human Rights Watch and Amnesty International.

Where Your Tagline Fits In

The tagline is one of the four vital components of your branding portfolio, along with your nonprofit's logo, overall graphic look and feel, and positioning statement. Take a look at my article "4 Steps to Creating a Strong Nonprofit Brand" for more info.

Remember that the tagline should be such a natural outgrowth of your organization's positioning statement (the one or two sentences you'd use to reply to someone asking what the organization does) so that the two are inextricably linked. A great tagline differentiates you from your competitors while expressing your organization's personality and adding consistency to your marketing and communications.

The bonus? Your tagline will help to align internal understanding of your organization's direction and goals.

But beware communicators. The absence of a tagline – or the use of an ineffective one – will put your nonprofit at a competitive disadvantage in funding, building your staff and volunteer base, and increasing use of your programs and products.

Some Great Nonprofit Examples

Here are a couple of high-impact nonprofit taglines:

• "Change Your Life for Good" – City University of New York
Free Advertising With Publicity - Part III
Attend Special Events – Watch your local news and constantly be on the lookout for events in your area where you can increase your visibility. As always, the best lead generation methods are those that introduce your products and services by way of something free (in exchange for their contact information, of course).Take Time to Get to Know Your Local Editors and Publishers – It’s a lot easier to pitch a press release or idea if you already know somtioning statement. Take a look at my article "4 Steps to Creating a Strong Nonprofit Brand" for more info.

Remember that the tagline should be such a natural outgrowth of your organization's positioning statement (the one or two sentences you'd use to reply to someone asking what the organization does) so that the two are inextricably linked. A great tagline differentiates you from your competitors while expressing your organization's personality and adding consistency to your marketing and communications.

The bonus? Your tagline will help to align internal understanding of your organization's direction and goals.

But beware communicators. The absence of a tagline – or the use of an ineffective one – will put your nonprofit at a competitive disadvantage in funding, building your staff and volunteer base, and increasing use of your programs and products.

Some Great Nonprofit Examples

Here are a couple of high-impact nonprofit taglines:

• "Change Your Life for Good" – City University of New York
Queen Bee Syndrome!
Fess up! Tell the truth!!! You’re a Queen Bee!!!Okay.. maybe not all of the time.. but some of the times! Think about where you DOMINATE. Where do you rule the roost? Where are you most confident? Where can someone NOT trip you up!!!???What? You’re a man? Okay.. you can call yourself A BULL for all I care.. but you’re still a QUEEN BEE!!!I think it’s cute.. but it’s also important to know WHO is the QUEEN BEE WHERE!!!I think of mne differentiates you from your competitors while expressing your organization's personality and adding consistency to your marketing and communications.

The bonus? Your tagline will help to align internal understanding of your organization's direction and goals.

But beware communicators. The absence of a tagline – or the use of an ineffective one – will put your nonprofit at a competitive disadvantage in funding, building your staff and volunteer base, and increasing use of your programs and products.

Some Great Nonprofit Examples

Here are a couple of high-impact nonprofit taglines:

• "Change Your Life for Good" – City University of New York
Longer Paid Vacation Time - Does It Result in Higher Worker Productivity?
Think back to high school. Remember the week before your summer holidays started? You couldn't wait to kick off your summer holidays. Fast forward ten weeks later. You were looking forward to starting a new school year, to seeing all of your friends again, and, most importantly, you were looking forward to getting off to a good start and finishing the year with good grades. When the last school year ended, you were tired of it; when the new school year starwill put your nonprofit at a competitive disadvantage in funding, building your staff and volunteer base, and increasing use of your programs and products.

Some Great Nonprofit Examples

Here are a couple of high-impact nonprofit taglines:

• "Change Your Life for Good" – City University of New York
This tagline promises that you'll transform your life, and luck, through enrolling at CUNY. Who wouldn't want to know more?
• "Finding the ways that work"– Environmental Defense
Environmental Defense's name couldn't be any clearer. So they crafted a tagline that conveys what's unique about how they do it – innovation and persistence.

Taglines that Don't Work

You can also learn a lot from taglines that fall flat:

• "Defending Human Rights Worldwide" – Human Rights Watch
Don't waste your tagline text repeating what's in your name (figuratively or literally, as in this example). Unfortunately, this tagline tells us nothing more than the name does. Remember...your tagline is a terrible thing to waste.

Six Keys to a Powerful Tagline

1. Examine other organizations' (especially your competitors') taglines to see what makes them work. Then apply that learning to the creation of your tagline.
2. Your tagline must be simple, concise, clear, understandable and convey your marketing message.
3. Make sure your tagline can be understood by a multi-cultural or international audience, if you have one. Cultural differences are critical here.
4. Include words or phrases that connect with your logo, if possible. Example: Own a piece of the rock for Prudential Insurance, which has a rock logo.
5. Use active

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