Advice You - Business

Your Nonprofit's Name Alone Isn't Enough

You've got to explain in a few words what your nonprofit does, and why it's valuable. That's the job of the tagline.

Man

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

y organizations expect their names to broadcast what it is they do. Trouble is, it just doesn't happen that way very often. One reason why is that many nonprofit names sound alike.

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

Another is that audiences frequently confuse the work of organizations focused on the same issues – think Human Rights Watch and Amnesty International.

Where Your Tagline

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

Fits In

The tagline is one of the four vital components of your branding portfolio, along with your nonprofit's logo, overall graphic look and feel, and positioning state

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

ent. Take a look at my article "4 Steps to Creating a Strong Nonprofit Brand" for more info.

Remember that the tagline should be such a natural outgrowth of your organization's po

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

itioning statement (the one or two sentences you'd use to reply to someone asking what the organization does) so that the two are inextricably linked. A great tagline differentiate

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

s you from your competitors while expressing your organization's personality and adding consistency to your marketing and communications.

The bonus? Your tagline will help to alig

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

internal understanding of your organization's direction and goals.

But beware communicators. The absence of a tagline – or the use of an ineffective one – will put your nonprofit

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

at a competitive disadvantage in funding, building your staff and volunteer base, and increasing use of your programs and products.

Some Great Nonprofit Examples

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

Here are a couple of high-impact nonprofit taglines:

"Change Your Life for Good" – City University of New York

This tagline promises that you'l

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

transform your life, and luck, through enrolling at CUNY. Who wouldn't want to know more?

"Finding the ways that work"– Environmental Defense

Environmental Defen

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

se's name couldn't be any clearer. So they crafted a tagline that conveys what's unique about how they do it – innovation and persistence.

Taglines that

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

Don't Work

You can also learn a lot from taglines that fall flat:

"Defending Human Rights Worldwide" – Human Rights Watch

Don't waste your tagline text

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

repeating what's in your name (figuratively or literally, as in this example). Unfortunately, this tagline tells us nothing more than the name does. Remember...your tagline is a

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

errible thing to waste.

Six Keys to a Powerful Tagline

Examine other organizations' (especially your competitors') taglines to see what makes them work.

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

hen apply that learning to the creation of your tagline.

Your tagline must be simple, concise, clear, understandable and convey your marketing message.

Make sure yo

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

ur tagline can be understood by a multi-cultural or international audience, if you have one. Cultural differences are critical here.

Include words or phrases that connect w

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

th your logo, if possible. Example: Own a piece of the rock for Prudential Insurance, which has a rock logo.

Use active verbs. As always, they'll engage your audiences.

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

Hold your course. Once you create a tagline, stick with it. Don't change it just because you're tired of it. Some of the most well known taglines have been used for years.

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

Click here to read the article: http://www.nancyschwartz.com/strong_nonprofit_brand.html

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

No matter how you earn a living, one occupational skill you would do well to cultivate is the knack for getting along with the boss; that dispenser of raises and promotions is probably the key person in your working life.

I've been telling people this for several years. Why is it that we often focus on the task – solving a problem – much more that on the process?

You only have a few seconds to capture your potential client's or customer's attention. If your headline doesn't sizzle, your Web site visitor will move on and never return. Use these five formats to write compelling headlines.

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Advice You - Why Nonprofits Need Strong Taglines

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