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Taglines under-used by nonprofits

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Despite evidence that taglines can bring in donors and breathe life into tired marketing strategies, seven in 10 nonprofits don’t have easy-to-remember taglines that clearly express their values, a new report says.

“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,” Nancy Schwartz, communications consultant and author of the report, says in a statement.

Human-services organizations lead the pack, with more than seven in 10 using taglines, while environmental organizations are in last place, with only three in 10 using them, the report says.

The most successful nonprofit taglines relate to an organization’s name without repeating it, are easy to remember and specific to the organization, contain verbs and are composed of eight words or less, the report says.

An effective tagline generally relates to one of four aspects of the organization — core values or spirit, impact or value, strategic approach or focus of work.

The survey included responses from 1,900 nonprofits.

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