Award-Winning Nonprofit Taglines

Last year, the nonprofit marketing consultancy Getting Attention selected the annual winners of the Nonprofit Tagline Awards. One thing that stands out when reading the twelve winning taglines, chosen by votes from more than 3,000 nonprofit professionals, is that all of them focus on appealing to a specific target audience. If your communications are not based on solid research about your target audience, then figuring out what appeals to that audience should be your first step. Effective communications must be audience-specific.

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Here are the twelve winning taglines, organized by nonprofit sector:

• Arts & Culture / NYC Theatre Spaces: Where Actors Find Their Space
• Civic Benefit / CASA of Southwest Missouri: Stand Up for a Child
• Education / East Stroudsburg University of Pennsylvania: Stay Close… Go Far
• Environment & Animals / LandChoices: Helping Preserve the Places You Cherish
• Grantmaking / The Greater Cincinnati Foundation: Make the most of your giving
• Health & Sciences / American Lung Association: Improving Life, One Breath at a Time
• Human Services / Jewish Family & Children’s Service of Sarasota–Manatee: When You Can’t Do It Alone
• International, Foreign Affairs & National Security / U.S. Fund for UNICEF: Whatever it takes to save a child
• Jobs & Workforce Development / Building Future Builders: All Building Starts With a Foundation
• Religion & Spiritual Development / Memphis Theological Seminary: Grounded in tradition… Open to the Spirit
• Other / EngAGE: The Art of Active Aging
• Other / Oregon Center for Public Policy: Because facts matter

What are your favorite taglines among animal-related nonprofit organizations? One of mine is the Food Empowerment Project’s tagline: “Because your food choices can change the world.” It works well in part because it is bold (i.e., visionary) while also personalizing that vision by connecting decisions about one’s personal diet to improving the state of the world (disclosure: I am on the advisory board of the Food Empowerment Project).

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