Nonprofit groups need to do more than simply have a great mission to capture attention from donors and other supporters. They also must step up their efforts to market their ideas and causes.

One way to grab your supporters' attention is through tag lines, imaginative slogans that cement an image in the public's mind. What are some of the nonprofit world's most effective tag lines? Why is it important to have a compelling tag line? How do you create one that makes others remember what your organization stands for?

Read the transcript of our discussion with Nancy E. Schwartz, a marketing expert, who answered those questions and others about effective communications, as well as discussed her newly published report on nonprofit tag lines.

Click on the window below to view the replay of this archived discussion.