The 2009 Non Profit Tagline Report

Im a couple of days late with this, but the Non Profit Tagline Report is worth it. This report really is an incredible brainstorming tool for your organisation and ther report is designed to help you shape effective taglines.

“A powerful tagline is a must for any nonprofit intent on delivering its message in our overcrowded world of 24/7 content,” says  the fantastic Nancy E. Schwartz, president of Nancy Schwartz & Company and publisher at,  the nonprofit marketing and communications resource website that produces the annual report and awards competition (you really should sign up to the site here)

A 2008 survey of nonprofits showed that 7 in 10 nonprofits rated their tagline as poor or didn’t use one at all. Schwartz says the majority of nonprofits not using a tagline indicated that they had not thought about it or couldn’t come up with a good one.

The 2009 Getting Attention Nonprofit Tagline Report  really does give you everything you need to start a tagline development process. Things like:

  • 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 marketing brainstorming.

“A nonprofit organization’s tagline is, next to its name, the marketing message most frequently heard, and the easiest and most effective way to convey its brand. A strong tagline complements an organization’s name to convey its unique value or impact with personality, passion and commitment. Nonprofits that fail to make the most of their taglines are basically throwing that opportunity away,” says Nancy.

I agree with Nancy when she says that taglines are a key tool in building strong nonprofit brands, which are more important than ever in these times of increased competition. “Nonprofits can develop a tagline at the organization, program or campaign levels to freshen up their messaging, emphasize their commitment and/or revive tired positioning,” she says.


2 thoughts on “The 2009 Non Profit Tagline Report

  1. Conor,

    I agree that a tagline is important for branding your non-profit. I have found four key things are necessary for a great tagline:

    1. It has to tie into the overall message and mission of the organization
    2. It has to be emotional and tie into core human values
    3. It has to be memorable
    4. You need to promote it… don’t create a tagline and then hide it from the world.


  2. Pingback: Jet hits birds then forced to turn back to Missouri : Trip By Air

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