• "Defending Human Rights Worldwide" – Human Rights Watch

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 t
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   Your Nonprofit's Name Alone Isn't Enough

   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
   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 ta
      What NOT To Put In Your Advertising Portfolio
      Developing your advertising portfolio is like conducting an orchestra. Highs and lows. Sour notes and beautiful ones. You get the metaphor.When you begin building your perfect portfolio, it’s natural to want to put in some sexy categories. You know...perfumes, fashion, cars, beer. The stuff you see around you every day. The high gloss type of products.Big mistake.You cannot afford to put products into YOUR portfolio that already have tr
      rong>

      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
      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 t
         Finding The Right Financing For Your Business
         One of the biggest challenges for business owners in the USA and in Canada is finding and securing the right type of financing for their businesses. Traditionally, business owners flock to banks when they needed business financing. However, the majority fail to get the business loan because they did not meet the bank’s tough lending standards.As a rule, banks require that you have an extensive and solid business plan and countless financial projectio
         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
         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 t
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            le 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 t
               The Building Blocks Of Visual Vocabulary - Consistency
               Your Visual Vocabulary consists of the secondary design elements that are used in conjunction with your logo to form your brand identity. Your Visual Vocabulary is composed of the graphics, font styles, colors, and even the type of paper you choose.Once you have determined the elements to use in your Visual Vocabulary, it is important to use those elements consistently throughout all of your marketing materials. This consistency will make your entire
               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 verbs. As always, they'll engage your audiences.
               6. Hold your course. Once you create a tagline, stick with it. Don't change it just because you're tired of it. Some of the most well known taglines have been used for years.
               Click here to read the article: http://www.nancyschwartz.com/strong_nonprofit_brand.html