Communicating the uniqueness of your volunteer program is an important part of connecting with new volunteers and retaining the ones you have. That’s why more and more attention is being paid to how organizations are branding their volunteer program.
While logos and colors — the visuals of your program brand — are really important, it’s also critical that messaging, taglines, and other components all come together to do the heavy lifting of communicating what volunteering for your organization is about and how it’s different from volunteering with other organizations.
All this is background on why taglines — the short, snappy, and often creative phrases that accompany logos — are super important. At VolunteerMatch, for example, our overall organization tagline is “Where volunteering begins.” It shows up all over the place, but particularly under the logo on our home page. And we can’t think of a better message about what we stand for or what our value proposition is to our community.
Show Off Your Great Taglines
How about your organization? If you’re fortunate to have a great tagline for your volunteer program, Getting Attention, the blog from marketing and communications consultant Nancy Schwartz, wants to help you share it with the wider nonprofit community.
The Getting Attention Nonprofit Tagline Award (a.k.a. The Taggies), hopes to raise awareness about the power of these petite messages to shape perception and stimulate support for your overall organization. Any nonprofit or foundation can enter. As Nancy writes:
A strong tagline does double-duty—working to extend your organization’s name and mission, while delivering a focused, memorable and repeatable message to your base. It’s one of your most basic, and effective, marketing tools, but a recent GettingAttention.org survey showed that 72% of nonprofit organizations don’t have a tagline or rate theirs as performing poorly. This program is designed to help close that gap.
We’re especially excited to share this because this year, for the first time, you can also submit your organization’s volunteer program (or your fundraising campaign, special event or other taglines), in addition to your organizational tagline. So enter here now.
All entrants will receive a free copy of the fully-updated 2010 Nonprofit Tagline Report in late 2010. It’s the only complete guide to building your organizational, program, fundraising or special event brand in 8 words or less—filled with how-tos, don’t-dos and models.
Please take 3 minutes now to enter your nonprofit’s taglines today while it’s on your mind. The deadline for entering is July 28.