- Thu, July 17 2008
- Filed under: Marketing essentials
Taglines are tough. They challenge us to sum up the essence of all we do in a few words that are pithy, profound and pack a punch.
My blogging frolleague Nancy, also known as president of Nancy Schwartz & Company, has a big announcement about those tough little beasts: She’s found the BEST nonprofit taglines of 2008. We’re happy to see Network for Good friend LandChoices as a big winner. (I voted for them!)
Nancy says the Getting Attention Nonprofit Tagline Awards program came about when so many powerful taglines were submitted to a survey she did on nonprofit taglines. More than 1,000 taglines were submitted. Survey findings, the entire list of submitted taglines and details on finalists and award winners will be featured in a report to be published in September. Stay tuned for the report - I’ve seen a sneak preview, and it’s packed with great pointers on vastly improving your tagline. I’ll blog it as soon as it’s off the presses.
Without further ado, here are the winners in each category along with comments on what makes them great:
Arts & Culture: Where Actors Find Their Space —NYC Theatre Spaces
This clearinghouse for NYC rehearsal and performance spaces uses a double entendre to go beyond a description of its services and highlight the value of its work.
Civic Benefit: Stand Up for a Child —CASA of Southwest Missouri
CASA’s tagline provokes anger, compassion and a desire to help, in just five words.
Education: Stay Close…Go Far. —East Stroudsburg University of Pennsylvania
This simple yet distinctive tagline from East Stroudsburg cuts through the clutter. Its straightforward character mirrors that of the school.
Environment & Animals: Helping Preserve the Places You Cherish —LandChoices
LandChoices’ tagline thoroughly communicates the value of its work while evoking one’s most precious memories of walks in the woods, wildflower meadows and childhood camping trips. There’s a real emotional connection here.
Grantmaking: Make the most of your giving. —The Greater Cincinnati Foundation
This clear tagline articulates the value of the foundation for donors considering an alternative way to give.
Health & Sciences: Improving Life, One Breath at a Time —American Lung Association
This unexpected focus on the breath—a core element of life—gets attention, and understanding.
Human Services: When You Can’t Do It Alone —Jewish Family & Children’s Service of Sarasota–Manatee, Inc.
This tagline tells the story succinctly and powerfully: It’s all about getting help when life becomes overwhelming. It makes a strong emotional connection.
International, Foreign Affairs & National Security: Whatever it takes to save a child —U.S. Fund for UNICEF
UNICEF engages hearts and minds with its passionate focus on helping children. Who could turn down a request for a donation?
Jobs & Workforce Development: All Building Starts With a Foundation —Building Future Builders
Voters enjoyed the word play here: It adds depth of understanding without being glib.
Religion & Spiritual Development: Grounded in tradition…Open to the Spirit —Memphis Theological Seminary (MTS)
MTS conveys the two equally important halves of its values and curriculum in a way that makes you think about the connection.
• The Art of Active Aging —EngAGE
EngAGE surprises with the imagery of active aging and the use of the term “art” to describe the way it does its work.
• Because facts matter. —Oregon Center for Public Policy (OCPP)
This tagline introduces the nature of OCPP’s impact in Oregon and entices the reader or listener to find out more. Its value proposition—the truth—is particularly compelling at a time when facts are frequently disregarded in public debate.