Branding

This year I wanted to 1) motivate nonprofit communicators to reflect so they'll increase the impact of their work this year and 2) share the core lessons learned with their peers. Thus the "most valuable marketing lessons learned in 2010" survey was born.

Nonprofit organizations of all sizes have a valuable opportunity to strengthen their messaging with the just-launched Nonprofit Tagline Database.

We have to embrace that a brand is a living mechanism. Thinking of a brand as simply a part of the marketing domain limits our view of its power.

We'd like to introduce SOFII to those of our readers who don't know about it and share some of the fundraising efforts that have made it into the site's Best of the Best Showcase.

This year, for this first time, voters of the 2010 Getting Attention Nonprofit Tagline Awards selected program, fundraising and special event tagline award winners, in addition to the strongest organizational taglines. The addition of these three new tagline types gave more organizations a chance to showcase their best efforts to engage their target audiences.

The 17 winners were selected from 70 finalists identified by our expert panel of judges. The finalists were drawn from 2,700 nonprofit taglines entered in the 2010 program.

View the full list of winners here.

The right tagline can keep in you in donors' minds. Check out the 2010 Getting Attention Nonprofit Tagline Award Winners to see examples of some powerful fundraising slogans.

The Partnership for a Drug-Free America announced today that it is changing its name to The Partnership at Drugfree.org.  The new name reflects the nonprofit’s commitment to serving and supporting parents and families. The change further reflects how the organization has grown since its founding in 1986 as a prevention-focused, anti-drug advertising campaign to a reliable partner and online community for parents and families seeking guidance and support on teen drug and alcohol use.

I'm proposing that the inimitable Ms. White also is a teacher with valuable lessons for fundraisers and other folks involved in branding and communications for nonprofits. Betty has perfected the delicate art of remaining true to her brand while at the same time expanding it into every possible nook and cranny.

Start your donor relationships off right with prompt, polite thank-you notes, and start lighting the fire for your end-of-year appeals today.

Wildlife Trust, a non-profit international conservation organization dedicated to protecting wildlife and safeguarding human and animal health, announced that the organization will be re-branded with a new name and tagline: EcoHealth Alliance, "Local Conservation, Global Health." The organization also launched its new website at http://www.ecohealthalliance.org today, and re-branding efforts will extend to hiring new scientists, developing additional programs, and forming new alliance partners.