Making Marketing Messages That Matter

Tuesday, October 7, at 12 noon, U.S. Eastern time

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 transcript of the chat follows.

Peter Panepento (Moderator):
    Welcome to today's live discussion with marketing expert Nancy E. Schwartz.

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.

Today, she'll take your questions about tag lines — as well as on what strategies you can use to help market your charity more effectively.

Peter Panepento (Moderator):
    You are invited to share your charity's current or proposed tag lines for an instant critique. You can also submit more general questions. To do so, simply click on the "ask a question" link and type in your query.

Peter Panepento (Moderator):
    So let's get started. It should be a fun hour ...

Question from Fred Mischler, Oklahoma City University:
    I understand a tag to be part of a branding process which can be very important for an organization to become quickly or instantly recalled to a person's mind when the tag is seen or heard. Describe how such a tag aids a non-profit organization in achieving its mission and goals. Thank you.

Nancy E. Schwartz:
    Nonprofit organizations are operating in an increasingly competitive landscape -- more nonprofits, more marketing noise, less understanding of the particular value or impact each organization delivers, and fewer folks interested in civic society/giving, volunteering, participating etc.

A tagline is key to differentiating your organization in this very crowded environment. It should be quick to convey (make it 8 words or less), distinctive and memorable enough to be passed on virally.

Question from Robin Mohr, CA Child Care R&R Network:
    Our tag line is "Working to meet child care needs throughout California." 2010 will be our 30th anniversary, and we will run a new public awareness campaign, possibly using the theme "A new generation in child care".

Should our tag line and the campaign slogan be the same? Should we adjust one to more closely match the other?

Nancy E. Schwartz:
    Great question.

As long as there's a common theme (child care) shared by the tagline and slogan, you're fine.

As a matter of fact, it makes a lot of sense for organizations to develop an organizational tagline, plus a distinct (yet related) tagline/slogan for discrete campaigns and slogans.

Good work!

Question from Laguna Canyon Foundation:
    We are a 501(c)(3) nonprofit dedicated to preserving, protecting and enhancing southern California's second largest coastal canyons wilderness. That's our mission in a big mouthful. Our marketing slogan, KEEP IT WILD, usually runs under our name on t-shirts, signs and collateral. Recently we've been tinkering to make it more specific and active. Suggestions include: Laguna Canyon Foundation, Keeping Wilderness Wild and Laguna Canyon Foundation, Keep Wilderness Wild. What's better between call to action vs. descriptive phrase and vague vs. specific statements? Our board, of course, prefers to go with the status quo.

Nancy E. Schwartz:
    Gotta tell you that, offhand, I love "Keep It Wild." It rocks -- memorable, repeatable, emotional! A home run.

On the other hand, it could refer to a broad range of activities and you do have to use your tagline for all its worth, so perhaps it does need some specificity.

I vote for, "Keeping Wilderness Wild." But then, even as I read it, I wonder if keep is active enough. Perhaps a verb like Protect is clearer, and more dramatic -- "Protecting the Wild in Wilderness"

Let me know what you come up with!

Nancy E. Schwartz:
    Welcome, everyone. I'm so pleased to be here to answer your questions on putting taglines to work for your nonprofit. I've just published a free report on nonprofit taglines based on a survey of 1,900 orgs, so am totally ramped on the topic. Throw 'em at me! Best, nancy

Question from Angie, Large Non-profit:
    Our tagline is "Organizing Resources for Social Change and Economic Indepedance" but we seem to do better maketing individual programs (most without specific taglines) rather than the agency as a whole. How can we tie in the "big draws" of the cause-specific programs" to get the agency on the radar of the private donor?

Nancy E. Schwartz:
    Angie, you are facing a very common challenge.

Your organizational tagline is built around well-meaning language that is way too abstract. It's hard for anyone to grasp the value of "organizing resources" (sounds very removed), or even the realms in which you work (social change and economic independence) which are abstract and so long-term.

It works best to put imagery/content that conveys your org's impact or value -- how does your work change the life of an individual. Make it accessible, and memorable, and avoid jargon at all costs.

Start the revision process by taking the essence (impact is a great place to start) of the cause-specific programs, ID the common themes and convey them in a single, brief organizational tagline that is all about your org's value in the fields in which you work!

Comment from Amanda Robertson, Rotary International:
    Will a transcript of this discussion be available online after the discussion ends?

Peter Panepento (Moderator):
    Hi Amanda: We will make a full transcript of this discussion available at http://philanthropy.com/live shortly after it ends.

We also have links to free transcripts of all of our previous discussions at that same address.

For those who are new to this forum, we play host to these discussions every Tuesday at noon Eastern time. They are always free -- and the transcripts are always available after they are over.

I hope you enjoy them.

Question from Keith Oberg, Bikes for the World:
    Our mid Atlantic region non-profit gathers donations of used bicycles and donates them in large numbers overseas for affordable transport to work, school, and health care. Given our modest size and absence of a marketing budget, an effective tag line is very important for us. Currently we use: "Put your old bike to good use! Donate it to Bikes for the World! We feel that it is effective given its rhythm, its simplicity, and its directness--characteristics we feel important for a program that is new and different. And having the name--which says what we are about--facilitates a web search. Would you agree? Your observations?

Nancy E. Schwartz:
    Hi Keith,

What fantastic (and much needed work) your organization is doing! Let's make your tagline as meaningful as your impact.

Your tagline reasoning (e.g. search engines) makes sense, and I do like the directness of your tagline. I don't recommend repeating your org name in the tagline however; it's wasted real estate (particularly since the tagline is used with an org name 99% of the time).

I think you can definitely shorten the tagline and make it sing a bit more, so folks remember it. Memorability is critical for two reasons: Its a prereq for your base being able to spread the word, and it ensures they'll recognize Bikes for the World whenever you're reaching out to them.

Focus on the changes that a donated bike makes for a recipient on a developing country. That's the impact (and far more intriguing that "good use,)" then connect that to the donation solictation.

Something like, "Your old bike....a job. " Will think on possibilities.

Question from Peter Panepento, moderator:
    This question came in via Twitter. It comes from the WILD Foundation in Boulder, Colo.: Thx for the tag line critique offer - how's "A Voice for Wilderness"? or "working for wilderness wildlife and people"?

Nancy E. Schwartz:
    Here's my 2cents: --A voice for wilderness is too generic. What are you doing with that voice? Are you the only voice(if so, this tagline works fine?

--I like the specificity of the second tagline, but suggest you make a clearer connection between the wildlife and people (who will be living in/enjoying the wilderness) and the wilderness, and replace working with something like protecting. Protecting wilderness for wildlife and people (crude first attempt,but that's the idea).

Best of luck. You're going in the right direction!

Question from Jennifer Klopp, Helen Keller International:
    My organization is involved in examining our key messages, including our tag line, and we've come to the conclusion that we should conduct focus groups and/or quantitative research (through an on-line survey) to ensure that our messages/tag line resonates with our target audiences. Do you agree? and do you have any suggestions about getting this research done pro bono?

Nancy E. Schwartz:
    Hi Jennifer. You've asked one of the most frequent questions I hear -- what is the importance of audience research, and how much is it going to cost us.

Yes, audience research is critical to developing an effective brand -- including your tagline. So you're on the right track. You see without knowing what your base and others perceive/need/want, you're driving blind. When you source this data, the critical intersection of where HKI is (your programs and impact) and what your audiences wants, comes to light. And its this intersection that should be the focus on your branding, including the tagline.

Audience research is critical, but it doesn't have to be expensive. That being said, it is labor intensive so is seldom offered pro bono. Perhaps you can get funding or sponsorship for this critical piece.

There's a lot you can do in-house to get to know your audiences (and its good to have this relationships for ongoing input): ==> Implement an email survey to target audiences on how they perceive HKI vs. other orgs, the language they'd use to describe it (I usually ask for that in one sentence), and the adjective that best describes its impact. ==> Based on these responses, hold a focus group (and you can put together one yourselves, even online if necessary) to drill down on key open issues. ==> From there, draft key messages and seek feedback on the top options from the survey group.

Question from Youth Service Bureau:
    We'd like to change both our organization's name, the Youth Service Bureau, and our tag line, "helping kids in crisis". Any advice?

Nancy E. Schwartz:
    A name change definitely necessitates a new tagline, since the two usually play in tandem.

Your primary considerations are:

1) What the current name doesn't do for your org;
2) What is the unique value your org provides to youth in your area of service, and what is the ultimate impact of that work;
3) How your audiences perceive your org, and what competitive and colleague orgs are doing (and how they describe themselves).

Once you pinpoint those three elements, you'll have the blueprint for a strong organizational brand -- clear, distinctive and memorable.

Use key elements in the name (and specific is important, Youth Service Bureau is quite generic), and complement the name (which may be more descriptive) with a tagline focusing on the value of your orgs work/the difference you make.

Question from Jen, not for profit retirement community:
    About to begin a capital campaign and looking for insight on marketing theme which will engage constituents.

Nancy E. Schwartz:
    Jen, I think the current financial crisis offers some good meat for your theme.

But first, think through what's different about your community? What are you providing to residents that's different/better/more of a contribution to the broader community? How is your approach enriching lives, even as external uncertainties grow by the day?

That should be the theme -- underscored by "needed more than ever in today's uncertain world."

Question from Fred Mischler, small university:
    Not sure if this is *the* tag line as conceived by the marketing department: our website has "where you are a name, not a number" on the front page.

Nancy E. Schwartz:
    Not a bad concept (personal attention, etc.) but a bit general. What difference does that personal attention make for a student? That should be the focus of the tagline.

Question from Jeannette Archer-Simons, CFRE, Consultant:
    Many nonprofits are affiliated with a larger organization which may limit marketing strategies because of a national or regional brand. Any thoughts on creating a tag line that targets a project or campaign and how it relates to the overall brand?

Nancy E. Schwartz:
    Great question, Jeannette!

Many nonprofits are part of a larger national organization and so use the national's tagline.

Program, project or campaign taglines are a great complement to that org tagline, but should complement, rather than fight with it.

In general, what are the brand guidelines from national that your client/org needs to follow? Of course you need to heed those in the tagline as well.

It's great if there's a way to use one of the same words in both taglines. If that's not happening organically, don't cannibalize the project/program/campaign tagline to do so.

As always, taglines for an org or a project/campaign must represent what your organization is promising, long term.

Question from Jennifer, BOD, tiny nonprofit:
    I find it hard to move my fellow board members board of directors to be more marketing oriented. For example, we do not have a tagline, merely a description of what we are...boring, boring, boring.

Any advice you can give me to sell the idea of using a tagline?

Thanks.

Nancy E. Schwartz:
    Here's the deal, Jennifer, whether your board colleagues know it or not:

--People are tired, distracted and overwhelmed by messages
--In the midst of this hard-to-penetrate environment, there are more nonprofits and more complex issues than ever, fighting for a prospect's attention. At the same time, there's less interest in becoming involved (as a volunteer or board member, or giving).
--So, while description may have worked (although I doubt it) in the past, it won't now. It'll just slide on by.
--Instead, short, pithy and punchy is the way to differentiate your organization from the competition (and don't be afraid to use that work), ensure audiences understand the unique contribution the org is making to the community it serves and can easily pass the word. That's what a powerful tagline is all about.

Question from Hsien Hong Lin, Taiwanese, Kent State University:
    Question: Does a nonprofit’s tag line have a copy right or pattern right to belong to this nonprofit and the others don’t allow to use the same tag line in the public? In other words, does a tag line have any legal right to avoid the other persons or organization from using this tag line?

Nancy E. Schwartz:
    Great question, but I don't have the answer offhand. I believe that a tagline must be trademarked to be legally protected.

You'll find more insight here: http://www.intelproplaw.com/ip_forum/index.php?topic=1306.0

Question from Elise, One Heartland:
    Our slogan is pretty generic - "One World. One Hope. One Heartland." Our organization serves children, youth and families living with HIV/AIDS. Should the slogan be specific to the cause?

Nancy E. Schwartz:
    Yes, use your tagline for all its worth. Remember, you want folks to be able to remember it, connect it to your org, and spread the word.

Question from Monica Montgomery, Green Tree School:
    Hi Nancy, Green Tree School is a special need and autism education institution that also provides support and counseling services for children and their families, we just celebrated a 50th anniversary with little fanfare. Our current tagline is "Where Success Begins" I dont feel its descriptive enough. How can we capitalize on the big buzz around Autism & Special needs education and let our school stand out from the pack?

thanks

Nancy E. Schwartz:
    Hi Monica, What does Green Tree provide for its students, that is unique? Not just services/programs, but how does attending Green Tree improve the lives of children with autism and special needs.

That should be the focus of your tagline.

Peter Panepento (Moderator):
    We're about halfway through today's discussion. To get your marketing question to Ms. Schwartz before the hour is over, please click on the "ask a question" link on this page and fire away.

Question from Stephanie Waxman:
    How important is a memorable and meaningful logo? Should the name of the organization and tagline be part of the logo? Should the logo stand on its own without the organization's name?

Nancy E. Schwartz:
    Hi Stephanie, A logo is important, since there's as much visual noise out there as there is content wise.

In most cases, unless you use a logotype (where the logo is composed of a type treatment of the org's name and, in some cases, the tagline), the logo should be designed to be used in as many different contexts as possible.

That being said, in most cases, logos are used with the org name (less frequently with the tagline). In many cases, the logo block would just be too clunky if it included all three elements (logo, name, tagline), and be useful in too few instances.

Question from Michelle Lawson, The Movement Center:
    We're a small nonprofit meditation and yoga center based in Portland, Or, and are looking to expand our presence in the Northwest and beyond. Our new tag line is : The Power of Spirit through the Practice of Yoga.

We'll be expanding our offerings to include programs in health and wellness, and what we're calling authentic leadership, in addition to our hatha yoga and kundalini meditation tracks. Should we have a separate tag line for each subset of programs?

Nancy E. Schwartz:
    Michelle, Once you feel that the center's brand, as conveyed by the tagline, is understood by your audiences, and has in fact been absorbed by them, then sure, go ahead and create taglines (as sub-brands) for your main program tracks. If possible, relate these taglines to the org tagline.

Question from Amanda Robertson, Rotary International:
    We are in the process of naming an initiative that will implement water and sanitation projects in various parts of the world. Is it in our best interest to develop a name and tag line that do not require translation"? For instance, using "H2O" in place of "water", perhaps?

Nancy E. Schwartz:
    Amanda, great question. If you are branding the effort in a country/region-specific way, that should be the approach you take with the tagline (so something effectively translatable is key).

If not, and you want to feature language most broadly understood then yes, use H20. Frankly, its a nice change from just words.

Question from John Frost, Give Kids The World:
    Hello. Thank you for having this session and offering to give feedback on Taglines. I'd love to have some idea of how our tagline will be perceived by those who are just hearing about us for the first time or have only some familiarity. In addition to helping clarify what we do, the goal is to help establish that Give Kids The World has a physical place (we're a cost-free resort for children who battle life-threatening illnesses and who wish to visit Disney, SeaWorld, Universal or one of Central Florida's other attractions). "Give Kids The World: Where Happiness Inspires Hope"

Nancy E. Schwartz:
    Hey John,

Great work you're doing! Thanks.

Anyway, I think when folks think resort and see "world" they're going to think disney world.

What's the name of your resort (or is it Give Kids the World?

I'd consider a name change, then create a tagline that adds specificity, and fun!

Question from Christine, small nonprofit:
    Can we develop the tagline inhouse, or do you recommend employing an outside firm or consultant? What have you found to be the best process for developing the tagline?

Nancy E. Schwartz:
    Christine, there are all ways to slice a pie. In other words, it all depends on your org's culture and budget.

It's hard to get the objectivity required for strong branding (including the tagline) when you're working totally in house. On the other hand, many orgs may not have the budget for outside help. If that's the case, there are ways to move forward.

One solution may be to partner with a small firm or individual consultant who specializes in nonprofit branding, and who is willing to chart the course but share the work with your team. I've done so with several clients over the years, to positive ends.

Question from Andrew, Fuller Craft Museum:
    Hi Nancy, thanks for your time here... I am a volunteer at a Museum of Contemporary Craft where we collect, exhibit and offer hands-on educational opportunities for people around contemporary craft--especially materiality that is tactile and familiar. In fact, we are trying to redefine what a museum experience is by offering limited opportunities for people to actually touch some of the objects on exhibit... so we are using the tagline "Let the art touch you" ... i am curious to know your opinion of our tagline... any suggestions as to how we could improve it / adjust it / reconsider it or does it make sense as described... looking forward to your thoughts.

Nancy E. Schwartz:
    Well, Andrew, the word "touch" is so weighted these days.

I like what the Museum is trying to do, and the tagline does convey it but maybe there's something else to focus on here. Ideas include:

--How does the ability to touch change the museum goers experience?
--Does any other art/crafts museum in your geo area other the same opportunity?
--How about the term "hands-on?"
--Is there a way to connect handmade with hands on?

Let me know what you come up with!

Question from Peter Panepento, moderator:
    Here's another Twitter-based tagline critique request. It comes from Mark Sadecki of the Carroll Center for the Blind: "How is 'Where people who have lost their sight, regain their lives.'

Nancy E. Schwartz:
    Like what you have here, Mark, and the tagline is as long as it should be.

Tell me this, though: How does the Center make the "regain" possible? The addition of that element will make the org's overall value even clearer.

Is there a verb you can feature as the first word which summarizes the experience/benefit of participating in Center programs?

Question from Kendra, Stephen Foster Productions, preforming arts small nonprofit:
    We are just getting started in Developmet, and there are campaigns that have been going for a long while. We want to shake it up quite a bit for our 50th year. What type of tag lines are preforming arts using and is it needed on all marketig material?

Nancy E. Schwartz:
    Kendra, performing arts org taglines tend to be a bit more DRAMATIC, so have fun.

After all, your audiences are seeking experience. A 50th is cause for celebration, but also for a clear definition of what SFP's programs offer audiences. Focus on that unique experience (ok, ok, I'll try not to use the word unique again).

Here's a great example from the Syracuse Opera, all about the experience: "Hear It, See It, Feel It"

Question from Joy, small nonprofit:
    Do you have suggestions for getting an organization's leaders to buy in to the need for core branding and creating a tagline?

Nancy E. Schwartz:
    Joy, you share a challenge with many other nonprofit marketers.

Best strategy is to pull some strong examples from organizations that compete for the same donors, prospects, etc. Put them in a single document, with a brief description of what makes each work. If possible, supplement your take with some data on their marketing and fundraising success (its likely you'll find a correlation).

Also, if you have peers in colleague orgs, ask them how using a tagline has benefited their organizations.

Question from Brightside:
    We have been working with a marketing/advertising agency to help us brand our image. We are a quasi-governmental agency. Our staff and overhead is paid by government, but all of our programs are funded by sponsors and donors.

We have a bit of an image problem. Our mission is to united people in clean and green activities to beautify the city and foster community pride.

We organize community cleanups and sponsor the volunteer groups with bags, gloves and t-shirts that participate.

We also give NatureScape grants to neighborhood associations, churches and other non-profits to help beautify the city. We also have Brightsites which are mini-botanical gardens planted in medians and public spaces.

The advertising company came up with "Brightside: Donor-funded and volunteer-driven for a more beautiful Louisville"

This is a defining message, not a tag line. We want people to know that their tax dollars do not cover the expense of our programs and that volunteers are essential to our mission.

Its a mouthful. We need a catch tag line, but we also need to establish our image.

Nancy E. Schwartz:
    Hi Brightside, Interesting challenge here. I'm taking it that the image problem is that tax dollars fund some but not all of your work.

Going on that assumption, you do have a lot to convey but its probably too much to say in one tagline. Let's pinpoint communications goals as building donors/funding and recruiting volunteers (as well as retaining those you already have). Then you need to use key messages (probably not t-shirt material) to speak directly to those two key audiences.

Tagline wise, you have to be a bit more general -- talk about community members/people working together for a more beautiful Louisville. Follow up messages, in print, online and in conversation, should be about the "here's how."

Question from Kim K., Arts & Business Council of Greater Philadelphia:
    Two Forces. One Vision This has been our tagline for years. We love it, but the concern is that we, the Council, are not represented in it. We're looking to position ourselves as a go-to for both arts organizations and businesses to get involved with each other- (the third force, if you will). Any suggestions to how we can speak to both sides, while also recognizing our role? or is the tagline not necessarily the place for this? Thank you!

Nancy E. Schwartz:
    Kim, I think you've IDd an op to improve that tagline. Good work.

First of all, do your audiences understand that the Council represents both arts and business orgs? Your name does a good job of that for me. If so, no need to continue to feature that in your tagline. Taglines should evolve (although no more than every 5-10 years) as does your org and your communications goals.

So its time to better position the council as moving the city forward as this third force. So what exactly does the Council provide -- facilitation, partnerships, ideas, services? Focus on that, and the value behind those services, as the core of your tagline.

Are you advancing the quality of life in the city, fostering collaboration where there once was none, or?

Question from Helen Kantor, Urban Education Partnership:
    We have an unweildy name and our slogan is:

MAKING A POSITIVE DIFFERENCE IN AMERICA'S URBAN SCHOOLS.

The problem is inherently in the lack of snap and sparkle, and may also reflect the fact that our organization moves in several directions at once toward education reform. Suggestions?

Nancy E. Schwartz:
    You're right -- the tagline is way too generic, Helen. Are you wedded to your current name? If so, let's see how we can complement that with a stronger tagline:

We get the core elements from the tagline -- urban, education.

What is the end goal of the education reforms you're working on -- for students, teachers and the communities they live in? I'd move beyond the jargon "educational reform" to focus on that difference you're making in these people's life.

Talking about education reform is a dead end for many audiences; the concept is just too obtuse.

Question from Jeanine, Canine Companions for Independence:
    We are a nonprofit that trains assistance dogs for people with disabilities. Our tagline is "Exceptional Dogs for Exceptional People". But we also use "Help is a four-legged word" and "Life. Unleashed". Should we just have one tagline, and use any others as part of an ad campaign, or do you recommend multiple taglines?

Also - should we trademark them?

Nancy E. Schwartz:
    ONE tagline, Jeanine! And "Life. Unleashed." It's informational, active, and invites questions. "Help is a four-legged word," is too jokey (and so too easy to dismiss), and "Exceptional Dogs for Exceptional People" doesn't tell me as much about the impact the org's work.

I'm not a tagline trademark expert, but you'll get some protection via trademarking. More here:

http://www.intelproplaw.com/ip_forum/index.php?topic=1306.0

Question from Peggy Sturdevant:
    How often should a tag line for a 113-year-old university change?

Nancy E. Schwartz:
    Assuming that the university's focus, goals (and so communications goals) change, then I'd say change is appropriate every 5 to 10 years.

At the same time, it's important for an organization with such a heritage to convey continuity, but not at the cost of being perceived as stuck in the dark ages. :-)

Question from Jeannette Archer-Simons, CFRE, Consultant:
    Sometimes tag lines get stale. Is there a time frame for use of an effective tag line?

Nancy E. Schwartz:
    Impossible to generalize, Jeannette, but it should be usable for at least 5 years. UNCF's tagline, "A mind is a terrible thing to waste," remains powerful 43 years later.

Question from Janice Miller, Hadassah Southern California:
    We're part of a National Organization that was started in 1912 and funds hospitals and a college in Israel. In the US, we support women's health legislation and also fund programs for Jewish youth. That's alot of stuff! Some possible taglines - 'Support of Israel, Advocacy here for 100 years', 'Women Supporting health and education in Israel', 'Jewish & Israel Connections for Women'.

Nancy E. Schwartz:
    Wow, that is challenging, Janice. It's so common for organizations to be active in many different spaces, working towards diverse but related goals. But difficult to convey all that in a tagline.

So don't! Instead, try to ID the common theme of your work's impact -- are you solidifying life for the Jewish community worldwide, improving life in Israel, ensuring Jewish youth stay involved?

Even if your answer is "all of the above," there has to be a common theme. Health and well being? Productive lives?

Question from Lisa, public library in the Midwest:
    We are currently are in a fundraising campaign with the slogan "Writing a New Chapter". We are also in the process of planning for the opening of our third and final library project - a new main library for our city. Should we use the same slogan for the opening of the main library as we did for the fundraising campaign since we haven't met our fundraising goal?

Nancy E. Schwartz:
    Lisa, yes, if you feel the tagline has been successful in engaging donors and other library supporters, I'd keep using it. As a matter of fact, talk about extending its use in conversations and publicity around the opening to emphasize that fundraising goals were NOT met.

Question from Mary, small, nonprofit, art organization:
    Our organization is currently going through a name change process and has never used a tagline. I was wondering if taglines should be discussed/developed while trying to choose the new name or after it has been decided?

Nancy E. Schwartz:
    Mary, You're well positioned to develop a new tagline, as the same audience research (right, you're doing this) and strategy thinking you're implementing to select a new name can be put to work here. The tagline complements the name, so I would say get down to 2 or 3 name finalists, then come up with draft taglines to complement each choice. This set (name plus tagline) will give your a more realistic look at how these key branding elements work together.

Question from Diane, Pulmonary Hypertension Association, small nonprofit:
    Our organization works on the incurable disease pulmonary hypertension that is hypertension between the heart and lungs. We represent the entire community, from patients and caregivers to doctors and researchers. What do you think of "The Heart of the Pulmonary Hypertension Battle" or "Leading the Fight to End Pulmonary Hypertension?" Also, could we use the abreviation PH since the full name is in our organization name or should we spell it out?

Nancy E. Schwartz:
    Hi Diane, 1) Do not repeat Pulmonary Hypertension (duplicative, dull) but don't use PH either (I sure wouldn't know what it means), since in 99.9% of cases the org name and tagline will be used together.

2) I like that you're placing the association in the heart of the battle. But how about something that focuses on the endgame--pulmonary health? "Leading the Fight to Healthy Hearts" or the like?

Question from Susan Neyman, Elizabeth Richardson Center :
    The Elizabeth Richardson Center is a 45 year old organization that serves individuals with disabilities. Due to some recent name confusion (actually, infringement on our name) our board has decided to change the name to something more descriptive. Any thoughts on using taglines to infer that an organization is a "formerly known as" organization? Thoughts on rolling out a new brand?

Nancy E. Schwartz:
    "Formerly known as" won't be a tagline but should definitely be used with the new org name for a year or so. At that point, you can substitute this "reminder), with a true tagline.

Peter Panepento (Moderator):
    Our time is up. Thank you for taking the time to join us today. Thanks, also, to Nancy Schwartz, for taking the time to share her expertise. It was an engaging and entertaining discussion -- and I hope you learned something that will help your organization.

Stay connected to http://philanthropy.com/live for information about upcoming discussions and for links to transcripts of all of our previous chats. Have a great day.

Nancy E. Schwartz:
    Thanks for all your interest and your great questions. Best regards, Nancy