I'll Be Speaking at CCSNYS' Money for Mission Tomorrow -- Hope to Meet You

I'm jumping in the car now to drive to upstate NY, where I'll be speaking tomorrow at CCSNYS' (the NY association of nonprofits) Money for Mission conference. I was lucky enough to meet the ebullient Valerie Venezia at the NTC conference, where she proffered this lovely invite.

Are you going to be there? If so, please say hello. You know what I look like (just look at the top of this page) and I'll be wearing a Getting Attention t-shirt. I'd love to meet you.

I'm eager to dive into this conference, especially hearing the two bound-to-be inspiring keynote speakers; Greg McHale of Good2Gether and Charlie Crystle of Giftwork's creator Mission Research.

But what I'm most excited about is meeting you guys in person(I don't get enough of that) and, as the featured workshop speaker  be premiering my nonprofit tagline workshop! Can't wait.

Strengthen your tagline with the Getting Attention Nonprofit Tagline Report. You'll get a free copy  when you subscribe to the Getting Attention e-newsletter (featuring in-depth articles and case studies on nonprofit marketing).

Thanks to You 3,062 Voters for the First Getting Attention Nonprofit Tagline Awards

A big thanks to all of you who showed your interest and support by voting for the tagline award winners.

I was amazed that more than 3,000 nonprofit professionals voted; more than I ever expected.

Stay tuned for mid-July publication of The Nonprofit Tagline Report, with dos, don'ts, trends and award winners. And that's not all...

Report readers also get The 2008 Nonprofit Tagline List with 1,000+ nonprofit taglines. These taglines are a great inspiration and brainstorming tool for your organization's branding process.

Strengthen your tagline with the Getting Attention Nonprofit Tagline Report. You'll get a free copy when you subscribe to the Getting Attention e-newsletter (featuring in-depth articles and case studies on nonprofit marketing).

Last Chance to Vote and Learn -- First-Ever Nonprofit Tagline Awards

Tick tock. Polls close tonight at 8pm. Vote today for the best in nonprofit taglines.

Don't miss this great opportunity to learn while you vote for the first-ever Getting Attention Nonprofit Tagline Awards.

The finalists have been culled from over 1,000 taglines submitted to the recent Getting Attention Tagline Survey.

The organizations behind the taglines did a fantastic job of putting 8 words or less to work building their brands. Now it's *your* turn to select the best.

Most of the over 3,000 voters to date have lauded the learning they get while voting. Don't miss out.

Polls close at 8pm, so...

VOTE now -- it'll take you 7 minutes or less.

Strengthen your tagline with the Getting Attention Nonprofit Tagline Report. You'll get a free copy (due in July), when you subscribe to the Getting Attention e-newsletter (featuring in-depth articles and case studies on nonprofit marketing).

Helping the Needy Get Nerdy -- Memorable Tagline from Free Geek

I adore this tagline. It's short, engaging, humorous and captures the spirit of the organization, all in five words.

Portland, OR-based Free Geek recycles used technology to provide computers, education, internet access and job skills training to those in need in exchange for community service. Its tagline is carefully crafted to play on the perception of techies as nerds, repositioning a jokey characterization as a powerful skill and focusing the reader's attention on how these nerds are putting their skills to work in the community.

In the eight years since its formation, Free Geek has recycled over 1,500 tons of electronic scrap and refurbished over 15,000 computer systems that are now in use by individuals and organizations in the community."  Keep on geekin', Free Geek.

BTW, don't forget to VOTE for the BEST NONPROFIT TAGLINES in the first Getting Attention Nonprofit Tagline Award competition.

The finalists have been culled from over 1,000 taglines submitted to the recent Getting Attention Tagline Survey. Now it's *your* turn to select the best.

VOTE today -- it'll take you 7 minutes or less. 
Polls close Friday, June 20.

Strengthen your tagline with the Getting Attention Nonprofit Tagline Report. You'll get a free copy (due in July), when you subscribe to the Getting Attention e-newsletter (featuring in-depth articles and case studies on nonprofit marketing).

Be the 2,000th Voter for the Nonprofit Tagline Awards...

Place your vote for the Getting Attention Nonprofit Tagline Award winners and you'll ensure me a great weekend.

More seriously, the response to the poll is fantastic with 1,999 votes to date. Polling closes in just a week so c'mon, VOTE RIGHT NOW.

Make my weekend, please. You have a great one too.

Strengthen your tagline with the Getting Attention Nonprofit Tagline Report. You'll get a free copy (due in July), when you subscribe to the Getting Attention e-newsletter (featuring in-depth articles and case studies on nonprofit marketing).

Vote and Learn in the First-Ever Nonprofit Tagline Award Competition

Want to learn how to strengthen your nonprofit's tagline, or craft a powerful one if there's none in use?

Then place your vote now for the 2008 Getting Attention Nonprofit Tagline Awards.

The 56 tagline finalists have been carefully culled from more than 1,000 taglines submitted to the Getting Attention Tagline Survey. The organizations behind the taglines have done a fantastic job in putting eight words or less to work to build their brands.

Now it's your turn to select the best.

More than 1,500 of your peers have voted already. Here's what a few of them have to say:

• “I loved being able to see all these approaches, the contrast is stark between what works (communicates, evokes my interest) for me, and what doesn't.”
• “Great examples of the struggle to create taglines with meaning.”
• “By voting, I learned how to make our tagline better.”
• “Fascinating survey... while completing it there were so many factors that were influencing my choices. Upbeat? Positive? Short & pithy? Too many words? Starting with a negative?"
• "Mostly I reacted with my gut. Did it clearly tell me the story? Did it make me want to know more? Did it move me to action?”

VOTE TODAY; it'll take you 7 minutes or less. Polls close Friday, June 20th.

Strengthen your tagline with the Getting Attention Nonprofit Tagline Report. You'll get a free copy (due in July), when you subscribe to the Getting Attention e-newsletter (featuring in-depth articles and case studies on nonprofit marketing).

Vote for the Best Nonprofit Taglines -- 2008 Getting Attention Nonprofit Tagline Awards

Place your vote today for the first Getting Attention Nonprofit Tagline Awards. These tagline finalists have been carefully culled from the more than 1,050 taglines submitted to our recent Tagline Survey. They're all fantastic, but they all can't be the best.

The organizations behind these taglines have done a fantastic job in putting eight words or less to work to build their brands. Now it's your turn to select which are the best in class.

Vote today -- I want to know what you think. It'll take you 7minutes or less; polls close Friday, June 20th.

Strengthen your tagline with the Getting Attention Nonprofit Tagline Report. You'll get a free copy (due in July), when you subscribe to the Getting Attention e-newsletter (featuring in-depth articles and case studies on nonprofit marketing).

3 Ways a Powerful Tagline Benefits Your Nonprofit

As I'm writing the Getting Attention Nonprofit Tagline Report, based on our recent survey, I've been thinking hard about what a strong tagline does for your nonprofit.

After obsessively reviewing the 1,100 taglines submitted, I've pinpointed three key benefits you'll get from a powerful tagline. It:

1. Unifies your nonprofit's wide array of program, product and service offerings
2. Conveys your org's unique brand promise*
3. Clarifies what drives your nonprofit.

The Foundation Center's tagline -- Knowledge to Build On -- delivers all three. It encompasses the Center's broad range of offerings (from databases, to training to libraries to membership programs), focuses attention on knowledge (the organization's main driver) and conveys the Center's brand promise.

Take a look at your organization's tagline (if you have one, only 72% of nonprofits do). If it's not delivering this benefits, it's problem time to get out the drawing board.

*Definition of brand promise:  Your brand promise -- and your organization really should have one -- ensures your integrity of identity and lasting value to your base and other stakeholders. It's a core element of a strong nonprofit brand, and helps to build and secure long-term relationships with key audiences based on knowledge and trust. 

Strengthen your tagline with the Getting Attention Nonprofit Tagline Report. You'll get a free copy (due in July), when you subscribe to the Getting Attention e-newsletter (featuring in-depth articles and case studies on nonprofit marketing).

The University of Dallas' Tagline Really Rocks -- Here's Why

Can't get much better than this -- The Catholic University for Independent Thinkers.

Here's why. The tagline:

1.  Adds critical info missing from the university's name (that it's Catholic). Many Catholic colleges/universities are clearly Catholic (i.e. St. John's).
2. Builds understanding of its unique value for prospective students -- the university's open-minded and intellectually curious community, which may not be assumed of an ecclesiastical institution. It provides some surprise value.

Remember, your organization's tagline has to complement its name and should enrich your base's understanding or engagement in what its doing. Does yours?   

Your name, and the few words that comprise your tagline, are more important to your nonprofit marketing impact than any other. Unfortunately, 72% of nonprofits rate their taglines as ineffective, or don't have one at all.

PS Learn how to make the most of your tagline  with the free Getting Attention Nonprofit Tagline Report -- due out in July.

Sign up today for the Getting Attention e-news to ensure you get a copy. 

How a Museum Re-Branded Itself to Boost Visitors by 600%

As an art-loving New Yorker, I've visited the New Museum of Contemporary Art many times over the years to see its provocative shows, but hadn't visited in several years. After all, there are so many New York City museums competing for visitors and supporters.

Frankly, my attention and support, and that of most New Yorkers, was pulled elsewhere by museums that more effectively raised their voice over the NYC cultural scene.

So I was struck, hard, by the creative marketing and extensive media coverage around the re-branding and concurrent re-opening of the Museum in a striking new building. It was the startlingly succinct mission statement that first caught my eye.

Read this comprehensive case study to learn how the New Museum leveraged the attention and excitement around its new building to launch a definitive new brand.

New Museum. New building. New brand. New level of attention, awareness and support.

P.S. Take a look at this re-branding case study of the Art Gallery of Ontario.

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72% of Nonprofits Rate Their Taglines Poorly, or Don't Have One at All

I'm hard at work mining the wealth of data from the Getting Attention Nonprofit Tagline Survey, and can't believe so many organizations are missing out on this powerful tool.

Get this. Of the more than 1,870 organizations that participated, 72% of them can't count on their tagline to cut through the clutter, serving as an effective introduction and invitation to find out more.

Believe me, in this age of decreased attention spans and information overload -- which will only get worse -- cutting through the noise with a succinct phrase is a must.

Here's how the stats break out:

• 28% of organizations surveyed don't have a tagline at all.

• 58% of nonprofits with a tagline in use gauge that tagline to be "not effective" or only "somewhat effective."

That's a pretty poor showing, nonprofit marketers. Many of you lament that your leadership or colleagues are scornful of tagline impact, so don't even bother, or just in the dark ages so don't reevaluate what may have been around for years.

Think about it. Your tagline is seen more than any other 5 to 8 words you communicate. It's on business cards, email signatures, signage, online and print communications and more.

A bad tagline, or none at all, is a huge missed opportunity. I urge you to close that gap. Now.

P.S. The rich survey data means that the report is taking longer than expected, and will be published in July.

Want in-depth updates on key nonprofit marketing case studies, tools and best practices? Subscribe today to the Getting Attention e-newsletter.

Here's My Brief, Practical Tutorial on Nonprofit Branding

I did lots of review and thinking on nonprofit branding for today's teleseminar on the topic, updating my case studies and take on the topic. So I thought I'd share the handout -- a nine-page primer on nonprofit branding -- with Getting Attention readers.

An effective brand is a prerequisite for nonprofit marketing success, so I suggest you waste no time in digesting this succinct tutorial. You'll learn:

• Why should a nonprofit care about brand? Isn’t that really for consumer goods?
• OK, then what really is a brand?
• Where does our logo and tagline come in?
• How do we bring our brand to life -- challenges, elements, costs?
• What’s the best workplan for developing an effective nonprofit brand?
• How do we get the word out on our new or updated brand?

Let me know if you have anything to add, and I'll do it. Just email me.

Also, please pass the guide along to colleagues. Just note that it is copyright protected.

More articles on nonprofit branding here, including brand case studies of Legal Momentum (formerly NOW), and UNCF (the United Negro College Fund.

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Thanks for Your Help -- Nonprofit Tagline Survey Report Due July 2008

Update, February 26, 2008

It's in the bag.

Thanks to all of you who helped who participated in the tagline survey and helped spread the word.I'm thrilled with the depth and breadth of response (over 1,870 responses; with more than 1,100 taglines), and can't wait to parse it all.

Here's the plan:
I'm already combing over results and will release a free report including all taglines submitted in July.  Meanwhile, I'll keep you posted.

Best,
Nancy
_____________________________________________________________

Update --- February 21, 2008 Now more than 1,850 of your colleague nonprofit marketers have responded to to the nonprofit tagline survey, but I want to hear from you.

The more responses, the more valid the data, the bigger the first-ever nonprofit tagline directory, and the better the guidance I'll give to your org on shaping the most powerful tagline possible.

Please share your organization's tagline data and perspective today. The survey won't take you more than three minutes, max.

Remember, only those who respond to the survey will get the full report -- complete with best practices, tips and case studies -- at no charge.
_____________________________________

In today's competitive marketing environment, is your  nonprofit's tagline strong enough to get attention and provoke questions?

Does your organization's tagline complement your org's name, convey the unique value you deliver your community, and differentiate you from the competition? (Americorps' "Getting Things Done" is a great example of a tagline that works on all three fronts.)

Or is your org's tagline vague, ambiguous, over-reaching, too abstract or simply non-existent?

Your tagline is one of the most powerful marketing tools you have. That's why I'm making a special effort in 2008 to help nonprofits like yours craft better taglines.

Please help me launch this research project by taking less than 3 minutes of your time to complete this short survey: http://www.surveymonkey.com/s.aspx?sm=zjXNjEU9fh1wCcHCZelFYQ_3d_3d

In return for your valuable time, you'll get guidance on best practices and tips for improving your tagline when the Getting Attention Tagline Report is published in July.

I'd like to send you a copy of the report. If you're interested, please provide your email where requested.

Thanks much.

P.S. Read these articles to strengthen your tagline today:

1. Why Nonprofits Need Strong Taglines
2. Seven Dos and Don'ts for Strong Nonprofit Taglines

Missing out on the Getting Attention e-newsletter? Subscribe now for in-depth articles and case studies on nonprofit marketing.You'll get first access to research like this, plus other coverage to ensure marketing impact.

How The United Negro College Fund Is Revitalizing Its Brand (Case Study)

The United Negro College Fund (UNCF) has been on my mind lately, as the home of one of the world's most effective taglines (A mind is a terrible thing to waste.) And you know taglines are all I'm thinking about right now, as the Getting Attention Tagline Survey draws to a close.

So UNCF's announcement of its rebranding got my attention, particularly when I saw it covered in The New York Times. Of course, as a woman who does a lot of nonprofit branding, I was intrigued by the brand revision itself, but also by the unusual way UNCF introduced it. Here's how it played out:

The Challenge
UNCF, the country's largest private minority education assistance program recently re-focused on closing what President and CEO Dr. Michael Lomax calls, "the education attainment gap." ...
With this clearer direction in hand -- brought to life in its scholarships, advocacy for minority education and 39 historically-black members colleges -- UNCF realized it had to modernize its look and feel to engage the younger generations it needs to support it in the long run.

Learn about UNCF's solution, and see if you agree with Getting Attention's critique. You'll find the full case study here:
http://www.nancyschwartz.com/new_uncf_brand.html

P.S. You may also be interested in this branding case study on a much smaller organization:
How a Small Nonprofit Shaped a Clear, Memorable Brand -- Five Steps to Low-Budget Branding for Big Results

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Simply Powerful: American Liver Foundation's Tagline Featured in Org's Welcome Voicemail

I've been all tagline all the time lately, fueled by the flood of responses to the Getting Attention Nonprofit Tagline Survey. Over 1,370 folks have responded to date (still waiting to hear from you), sharing their experiences and taglines.

So I was astonished (positively) when I returned a call from long-time client Lenore Neier, VP of marketing at the American Liver Foundation (ALF). I was routed through ALF's main switchboard, and treated to this succinct and unusually informative welcome message:  Thanks for calling the American Liver Foundation, the nation's leading organization in the fight against liver disease and hepatitis.

What's astounding is that more organizations don't incorporate their taglines into their main phone greetings, be they human or voicemail format. It's a simple, powerful, free opportunity to clearly define your organization to a captive audience. It's one of the the best nonprofit marketing tactics out there (assuming your tagline is dead on).

Call your organization's main number today, and listen carefully.

It's easy to make it better, today.

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Clear, Pithy Taglines Work -- Here's a Great Example from Share Our Strength

As a daily NPR listener, I'm always intrigued to hear how nonprofit organization sponsors use their 15 seconds of airtime to promote their causes, and to motivate action. And I've never heard a better (yes, a few have been equally good) than this one from Share Our Strength's Operation Frontline program heard last week on NPR:

• Helping families in need get better nutrition on a budget

Bingo! Here why this tagline works so well:

• Specific -- Tells listeners what's unique about SOS' contribution to the war on hunger -- better nutrition, on a budget -- for a specific audience (families in need)
• Articulates a Positive Impact -- Helping families
• Brief
• Clear
• Accessible to all.

Does your tagline (organizational or for a particular program) fit these criteria? If not, consider reworking it today. Few words have more power.

More tips on crafting a strong tagline here and here.

P.S. Here's my take on how the American Psychological Association can get more out of their 15 seconds on NPR.

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Your World. Your Chance to Make it Better.

That's the AmeriCorps tagline that caught my attention big time today, when it came to me as part of a friend's email signature (she's an AmeriCorps staff member). The recruitment tagline is strong -- short, sweet and memorable. Keep it in mind as a model.

Alas, I can't find this messaging anywhere on the AmeriCorps Web site. My recommendation to the communicators at AmeriCorps -- which targets both prospective volunteers and community-based organization hosts -- you've got something really strong here. Use this messaging broadly and consistently to raise awareness of what the Corps is, grab attention, build the AmeriCorps brand, and motivate inquires and, eventually, sign ups.

Read more here on how your nonprofit can benefit from the right email signature.

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Effective Online Training for U of M Brand Ambassadors Positions Campaign for Success

As the University of Minnesota tells it, its researchers (both students and faculty) are driven to discover. And that's what distinguishes U of M from other higher ed institutions. This $2 million, two-year branding initiative, dubbed "Driven to Discover," focuses on the University's path to  become one of the top three public research institutions in the world.

I really respond to this innovative campaign, that integrates signage, a monthly e-newsletter, Web presence, sidewalk clings (the signs plastered on sidewalks around campus featuring various "discoverers" in the U of M community), print and broadcast advertising, solicitation of questions that will be posed to researchers and more. One particularly innovative component is the University's new Web site for the media, designed to serve national radio, TV, print and Internet media outlets to access the latest research news, timely experts addressing current news topics, university guests and free news columns.

 "Ideally, the campaign will alert more Minnesotans about the importance of University research and how it affects their lives," said Linda Thrane, vice president for University relations. "We found that there is broad awareness of the University and broad support for the University, but it doesn't go very deep," Thrane said. "In particular, (people) don't understand the research that makes us different from other schools."

Student opinions vary. The student newspaper, The Minnesota Daily, reported in depth on the campaign, positioning Thrane's point of view vs. that of many students who find the branding expenditure hard to swallow.  Several student skeptics questioned spending the $ on branding, rather than on research itself, and some insist the campaign is designed simply to support a university re-org.

My take? I like the campaign's slant and strategy, finding it interesting and creative even though I have no connection to the U of M. Although I do find the "We are all search engines." headline a bit weird and very impersonal. It just doesn't work out of context.

But I predict that what's really going to make a difference in this campaign is the focus on training U of M's brand ambassadors to spread the word.  The University has done a great job here of outlining:

• What the campaign is all about
• What the rollout will look like (this site was launched before the campaign)
• How community members -- the site was promoted to U of M students, faculty and staff throughout this huge institution -- can help.

U of M does a great job with this site and has provided a turnkey communicator's toolkit (in print and online versions) to its brand ambassadors, along with downloadable supplements. These brand ambassadors are poised to carry "Driven to Discover" many more miles forward than the advertising budget alone. They're on their way already. U of M marketer Ann Aronson pointed me to this powerful e-promotion from Bob Elde, Dean of the College of Biological Sciences.

Alumni are obviously the missing link to date, but Aronson and colleagues are working closely with the U of M Alumni Association to tie the campaign into all of their initiatives. Seems like U of M has the universe covered.

Take a note from the U of M in training your colleagues and other stakeholders to carry your brand forward. These are your greatest fans and, when you provide them direction and support materials, they're likely be more effective marketers for your nonprofit than any print or online campaign.

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Why the Ad Council's Generous Nation Campaign Doesn't Inspire Generosity

My high school English teacher, Mrs. Hunter, despised double negatives. She insisted that anything nearing a double negative failed to communicate a writer's meaning, and annoyed the heck out of the reader by requiring her to struggle to find that meaning. And when Mrs. Hunter despised something -- in her most vocal, dramatic way -- you remembered it forever.

Nothing proves her right more than the Ad Council's new Generous Nation campaign, heralded by the "Don't almost give" tagline. Here's why:

• The campaign construct
• Almost giving happens when good thought and intentions don’t turn into actions.
• Don't almost give. Give.
• The problem
• Huh?
• Almost, in my book, nears "not" -- and so the double negative classification. What are they talking about?

However you classify it, I think this is just a weak campaign. The Ad Council is striving to engage donors and volunteers despite the lack of a current crisis. They are right on target on acknowledging the difficulty of keeping folks active during this down time in an unbelievably crisis-packed few years, and in wanting to engage novice donors and volunteers who were stirred by recent crises to pitch in. But there's got to be a more powerful way to do so.

When I see that message, "don't almost give" -- I don't even get it. It takes me several minutes, plus a review of the campaign website to place the phrase in a meaningful context. It's only when I spend several minutes to review a few of the campaign TV ads that I get it. And that's much far too much time and effort to expect from target audiences.

Frankly, I'm surprised. The Ad Council has a tremendous record of success in the impact it generates via its public-service oriented ad campaigns. And why not, since the folks who donate their creative skills to campaign development are the best and the brightest in the ad industry.

But they've missed the mark with this latest campaign. Television, print, radio and Internet ads launched this week. I'll be interested in seeing  what results.

But the Ad Council does triumph with some of the engaging features incorporated into the campaign website, including the voiceover that runs during a very effective black-and-white slideshow of opportunities to help. I'm moved by these photos, and the simple verbs than are projected on these images -- feed, prevent, help, support...  Maybe sometimes less is more?

Another effective component is that audiences can easily take action immediately, through the site, to:

• Get involved with charities that align with their interests
• Find local volunteering opportunities via zip code search
• Donate to more than one million charities.

Almost there, but not quite, Ad Council. Remember that your campaigns will have the greatest impact if they are concrete, clear and generate an immediate emotional reaction. Don't almost make it easy for your audiences. Make it easy.

I'm interested in hearing your thoughts on this campaign. Just make a comment below.

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One Bad Message Can Spoil the Campaign -- Teachers' Union Undermines Cause with Poor Message Choice

"After 14 Months, South Orange-Maplewood School Staff Are Still Working Without a Contract."

That's the giant-sized headline of the ad placed by the district teachers union in the local paper. Pretty good, right? In most cases, and there's no exception here in Maplewood, public sentiment is all for getting teachers back in school and under contract. So there's no better message to get out there than this one -- showing that the teachers' priority is the students, even if that means working without a contract.

"For the first time in our history, school staff are going back to school for the 2nd year with no resolution," reads the ad copy. Even better, the union reiterates this message in its new tagline, "No contract - still working - always caring."

Could the teachers be any more noble? Good move, South Orange-Maplewood Education Association. But then you lost me with your punchline: "Why can't the Board of Education settle the contract?"

Come now. We all now it takes two to tango, and two to settle a contract. Thr tagline made me pause, and doubt. And, while processing this jarring message, I realized that the association had lost  credibility in my eyes, seriously undermining the impact of its campaign.

Word to the wise -- make sure you have objective readers (not your spouse or colleagues) review messages before you release them. Nothing is more important than audience feedback, even at this late stage in the process.

Had the union deleted or revised its excessive claim, the ad would have motivated community support.  Every citizen would have respected the teachers. Instead, it has generated nothing but skepticism for this citizen.

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