Learn How to Get Attention for Your Cause

October 07, 2008

Learn How to Get Attention for Your Cause

As competition for attention grows, charities need to do more than have a great mission to win attention from donors and other supporters. Experts say they also need to put more effort into marketing their ideas and causes.

As a start, Nancy E. Schwartz, a marketing consultant in New York, suggests that charities develop a catchy slogan to capture their work – and cement an image in the public’s mind. For instance, the American Lung Association uses the tag line “Improving Life, One Breath at a Time.”

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 — during a live discussion at noon Eastern time today.

As part of the free discussion, participants are invited to share their tag lines with Ms. Schwartz and receive feedback on the effectiveness of those tag lines.

— Peter Panepento

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