End Your Messaging Woes with the Nonprofit Tagline Database

How’s your tagline?  Is your messaging the best it can be?  Does it cement your nonprofit firmly in the hearts, minds, schedules and wallets of your audiences?

Our friend Nancy Schwartz of the Getting Attention blog and e-newsletter won’t be satisfied until every nonprofit answers “yes” to these questions.  Last week she took a giant leap towards her goal by releasing the Nonprofit Tagline Database.

Effective taglines and messaging are important to communicate the goals of your program to your volunteers.  If they feel connected to the message, they’ll stay connected to the program.

Below are examples of nonprofits in the database who have branded their missions or their programs with volunteer-focused taglines:

Nonprofit Tagline Database

What is the Nonprofit Tagline Database?
The database is a new resource for nonprofits to help us craft and hone our messaging, and contains over 4,800 real-life tagline examples.  The content comes from submissions to the annual Getting Attention Nonprofit Tagline Awards, the winners of which were announced in October.  Launched along with the Database is the 2011 Nonprofit Tagline Report, a guide for making messaging work.

How Should We Use the Nonprofit Tagline Database?
I’ve spent some time exploring the Database and it’s an impressive collection of taglines.  Nonprofits can use it to get ideas for employing specific words or phrases in our messaging and for comparing our ideas to taglines of similar organizations.

There are two ways to approach the Database.  You can browse by type of tagline (organizational, program, fundraising, or special event), by the winners of the Tagline Awards, and by categories such as Arts & Culture, Civic Benefit, and Health & Sciences.  If you have more of an idea of what you’re looking for, you can create customizable searches with keywords,.

One useful feature is the ability to download the lists you’re perusing to your computer as Excel or Word documents.  This makes the Database a great tool for nonprofits that are conducting longer-term branding projects.

A note of caution: be careful not to get sucked in by the thousands of witty taglines, or you’ll suddenly look up from your desk four hours later, head into a meeting, and begin spouting the tagline from that nonprofit that works with homeless kittens.  Believe me, it’s a real risk.

Click here to gain free access to the Nonprofit Tagline Database and the 2011 Nonprofit Tagline Report.