15-Nov-09 1:00 PM CST

Five Steps to Writing a Killer Nonprofit Tagline

If you're asking "what's a tagline?", then you are in good company because the 2008 GettingAttention.Org survey showed that 72% of nonprofit organizations don't have a tagline or rate theirs as performing poorly. A powerful tagline does two things: It extends your organization's name and mission, while delivering a focused, memorable and repeatable message to your base. An effective tagline is one of your best marketing tools.

Do people understand your organization's mission just by reading its name? Or, does someone need to read your entire mission statement to figure it out? Or do they ever figure it out? I must admit I worked directly with an organization for a year before I could pinpoint exactly what they did! A tagline can inform people immediately, highlighting your organization in eight words or less when done correctly (and I know we've all seen bad taglines!).

Here is a quick five step process for writing great taglines:

Step 1: Start by noticing ads on signs as you're driving. Those advertisers have to get your attention fast and induce you to remember their product or service.

Step 2: Look and listen to other ads in newspaper, magazines, and commercials. Think about what caught your attention and caused you to remember their product or company. Guess what? There will be several ads where you have no idea what they're selling! It's because the tagline, if any, does not match the product or company.

Step 3: Write down everything you can think of that relates to your organization. Your mission statement is a good starting point. And you'd better have a mission statement!

Step 4: Jot down the top 20 concepts that are central to your organization. Slice that list down to 10 of the most critical things you wish to say. Now eliminate those that are repetitive or are not necessary to your organization's true purpose. Your list of words or phrases should now be down to 4 central elements at the most.

Step 5: Based on your final core group, start brainstorming phrases. Go with the flow and don't censor yourself. You can rewrite these later. When you're ready to edit, keep the potential taglines short and sweet. Don't use big, flowery words either.

Using two of the 2008 Nonprofit Tagline Award Winners, which would you remember best?:

"Help Kids Go to Court and Advocate for Them" OR "Stand Up for a Child" (Court Appointed Special Advocate Association of Southwest Missouri)

"Helping Make Sure that You Can Breathe Well" OR "Improving Life, One Breath at a Time" (American Lung Association).

In both cases, the second choice is the more effective tagline because they are less than eight words, written using active verbs, and most importantly, reflective of the organization's mission. Now get out there and write your tagline!

Rachel Unell, CEO of GrantGopher.com invites you to visit the website to learn more about available grants, grant research and grant writing for nonprofits. Or feel free to view the latest free weekly newsletter listing several new available grants!

Article Source: http://EzineArticles.com/?expert=Rachel_Unell