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Managing Editor

Get What You Give

By Joe Boland

About Joe

Joe loves the 5 F's: food, fun, friends, football and fundraising

Joe has been with FundRaising Success since 2008, first as the magazine's copy editor, then senior editor and now managing editor. Prior to joining the magazine, he was a sportswriter for Montgomery Newspapers, covering high school and community sports in suburban Philadelphia. He is a graduate of Penn State University in University Park, Pa. Contact him via e-mail at jboland@napco.com or on Twitter at @JoeBolandFRS.

 

Pay It Forward

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The Fastest Way to Turn Off Your Major Donor Prospect
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There is one important thing you can do to ruin your chances with a major donor. It's when you are...



ProSpeak

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The opinions, thoughts and feelings of our prospects, supporters and donors exist whether we seek them or not; 100 percent...



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As a major gifts fundraising professional, you need people in your life to help guide you personally and professionally. I'm...



Outside Counsel

Willis Turner
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I'm a firm believer that empathy has the potential to solve more problems than war and peace put together. From...



Bedrocks & Beacons

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Be a worthy cause, and be a group that people want to be associated with — from your mission to...



Navigating Off the Napkin

Angie Moore
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Two years ago I decided to launch my blog. I never promised it would be pretty, but I did promise...



Hump Day Hullabaloo

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Hump Day Hullaballoo: Sometimes It's Hell in the Hallway
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This week, as I transition into my new position as interim executive director at Save the Chimps, we're talking about...



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Margaret Battistelli
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Here's your chance to chime in and help us paint a picture of trends and best practices across all aspects...



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Nick Allen
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Got an idea for an app that could connect a charity or nonprofit with its supporters and beneficiaries in an...



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Recent discussions focus on a myriad of topics, but in the past two months, the recurring targeted topics seem to...



Bag 'Em and Tag(line) 'Em

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Today, I came across an article announcing the 2010 Getting Attention Nonprofit Tagline Award Winners, the annual endeavor Getting Attention! blogger Nancy Schwartz — also president of Nancy Schwartz & Co. — undertakes to highlight the best taglines in the fundraising sector.

The list of winners includes such gems as "Instruments of Mass Percussion" by Drums Not Guns, "Our Vision Does Not Require Sight" by Volunteer Blind Industries, "Your Mouth Can Say A Lot About You" by Massachusetts Dental Society and "Where good books are brewing" by Coffee House Press.

Having a catchy tagline that everyone who hears your name thinks of is such an undeniably incredible branding technique. Just consider how often it's used in the for-profit world. Visa is everywhere you want to be. If "you're hungry, why wait? Grab a Snickers." And every time I heard the slogan "by Mennen," I can't help but think of the "Seinfeld" episode where George leaves his hat behind at a woman's apartment to score a second date, because "You know the way I work, I'm like a commercial jingle. First it's a little irritating, then you hear it a few times, you hum it in the shower, by the third date it's 'By Mennen!'" — aka Co-Stanza!

Those taglines get stuck in your head. You hum them and say them and sing along to them. Before you know it, you're thinking about Snickers or Visa or Mennen more than you would have ever thought. The same goes for the United Way and its "Live United" tagline, "Relay for Life," for the American Cancer Society's Relay for Life event, and the "LIVESTRONG" tagline for the Lance Armstrong Foundation. Having a great tagline can put your organization in the forefront of donors' minds. Of course, a bad one can cause confusion and muddle the message, so be careful when forming the words you want associated with your cause.

I urge you to check out the 2010 Getting Attention Nonprofit Tagline Award Winners and see if they can spark an idea for your organization. If you come up with the right one, before you know it you'll be scoring that second date — err, donation — in no time.

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