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10/02/08
Marketing Messages That Matter
Filed under: PROGRAM DESIGN
Posted by: Jon @ 1:33 pm

Nancy E. Schwartz is a marketing and communications consultant in New York and the author of “The Nonprofit Tagline Report”, a report that spotlights some of the nonprofit world’s best tag lines and highlights ways in which organizations can use tag lines in their marketing. Ms. Schwartz is also the author of Getting Attention, a blog that provides information about marketing and communications for nonprofit leaders.

A great program title and a tagline is also critical to a grant proposal’s success. What is a great name for a program? No one knows, really. Some compare it with what a Supreme Court Justice said about obscenity, you’ll know it when you see it. I think it’s slightly different with a great program name, you’ll know it when you feel it. What I mean by “feel” is that a great program name just clicks. Fits perfectly. Inspires. Seems so simple, so easy. Personally, I get goosebumps when I hear a great program name or a title—that’s my gauge. I also get jealous. If it’s someone else’s great program name I hear or read, I mutter to myself, “Why didn’t I think of that?”

While a great program name can’t be defined because it is so subjective, there are common characteristics of great program names to consider. These are explained, along with a process to come up with a great name and tagline, in my new book RIGHT BEFORE YOU WRITE: The Groundbreaking Planning Process Used To Win More Than $385 Million In Competitive Grant Awards. Go to www.SandyPointInk.com or click on the link to the left.

Ms. Schwartz recently studied the tag lines of more than 1,900 organizations to identify some of the nonprofit world’s most effective messages. As part of her research, Ms. Schwartz found that seven in 10 nonprofit groups rate their tag lines as poor — or do not have tag lines at all. So what makes a winning tag line? Why are they important? And how do you create a tag line that makes others remember what you stand for? Ms. Schwartz will answer these questions — and many more on Tuesday, October 7, at 12 noon, U.S. Eastern time in an on-line discussion sponsored by the Chronicle Of Philanthrophy. This event will also be archived for later listening.
http://philanthropy.com/live/2008/10/marketing_messages/chat.php3