Wired Causes

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Sparking creativity among nonprofit workers and more: Wednesday’s roundup

All four television networks this week are incorporating the themes of volunteering and service into the plot lines of many of their most popular shows.

To keep track of what’s happening — and to discuss how this effort is affecting the nonprofi…

SuzyQuzy, Flickr

Photo from today of me with my hosts at the Beautiful Foundation

I’m in Seoul, where I was fortunate enough to present to 300 nonprofits at a fundraising conference organized by the Seoul-based Beautiful Foundation.  The Beautiful Foundation, which bears the slogan, Beyonnd Charity Toward Change, is a nine-year-old public interest foundation here that grants $7 million annually.  Its flagship giving campaign, 1% Sharing, is well known to South Koreans and has inspired a growing philanthropic sector.  It urges people to give 1% of their money, time or talent to a good cause.  The foundation staff say their name comes from a Dorothy Parker quote: “To a charitable organization, money was sent with good will.  What is beautiful is not the words, but the will.”  (Personally, as a fundraiser, I like the Dorothy Parker quote, “The two most beautiful words in the English language are ‘cheque enclosed.’”).

Giving in Korea is beginning to take off as the country enjoys prosperity.  Two-thirds of South Koreans give money and a quarter volunteer, and the amount donated is increasing annually.

I wanted to highlight some of the foundation’s great fundraising work, which seeks to build on these trends.  Their Lego-like building block project had people collect coins in building blocks, which were then put together in the city to showcase charitable giving.  You can see some of the blocks behind us in our photo above.  And there is a great write-up of the project here.

Supporters bought colourful Lego block banks to collect their donations. These were purchased online or in bulk and given to business employees or school students. A leaflet explaining how people could take part was distributed with each block bank. The leaflet also had stories from various supporters who came from all walks of life. Over the event period, supporters collected their monies in the block bank; on 6 December 2008 they brought their block banks to a central location in Seoul to join in a group Lego-building activity. Those who lived outside the capital were able to send their block banks before this activity.

This year, they are creating a project that involves real leaves imprinted with the slogan that has a double meaning of roughly, “Hope does not fall,” and “hope can’t be defeated.”  Here are two leaves they left with me.

What they have done so well, particularly with the Lego project, is not only inspiring giving but making it participatory and visible.  This is so important in creating a sense that giving is growing and establishing a new social norm.  It is a great model for all of us to follow.

What can you do to make the act of giving more engaging? 

Hi from Korea, where I just presented at a conference of 300 Korean nonprofits.  More on Seoul and the Korean nonprofit sector later, but first I want to share the top nonprofit taglines according to Nancy Schwartz of Getting Attention, who sponsors an annual contest.  She believes a nonprofit’s tagline is “hands down the briefest, easiest and most effective way to communicate its identity and impact.” 

And the winners this year, as described by Nancy, are:

Arts & Culture:  Big Sky. Big Land. Big History.—Montana Historical Society

The Montana Historical Society takes its state’s most elemental and distinctive characteristics (Big Sky, Big Land) and deftly melds them with its mission in a way that generates excitement. The result is a tagline with punch and focus. And a big hit with voters.

Associations:  Building community deep in the hearts of Texans —TexasNonprofits

TexasNonprofits’ tagline tweaks the title of an iconic American popular song from the 1940s and brilliantly connects it to the spirit, passion and mission of the state’s citizenry. A great example of how word play works in a tagline.

Civic Benefit:  Holding Power Accountable —Common Cause

Common Cause’s tagline leaves no doubt about the organization’s mission, unique value and commitment. It’s definitive, with a powerful economy of words. An excellent example of the tagline clarifying the nonprofit’s focus, when the organization’s name alone doesn’t do so.

Education:  A Mind is a Terrible Thing to Waste®—UNCF -The United Negro College Fund

This 38-year-old tagline from UNCF still rings strong. It elegantly delivers its straight up, powerful message. When your tagline is the boiled-down essence of your argument for support, you’ve achieved tagline bliss. That’s why this one is a classic.

Environment & Animals:  Because the earth needs a good lawyer —Earthjustice

Earthjustice capitalizes on what people do understand—that a lawyer protects rights - and uses that framework to dramatically position its role and impact in the environmental movement. And it does so with humor. If your tagline makes people smile or light up, without stepping on your message, then you’ve made an emotional connection…Bravo.

Grantmaking:  If you want to be remembered, do something memorable.—The Cleveland Foundation

It’s a rare tagline that manages to recruit people to its cause both unabashedly and effectively. That’s exactly what The Cleveland Foundation pulls off here. Clear, concise, and…memorable! A model for any organization promoting philanthropy. 

Health & Sciences:  Finding a cure now…so our daughters won’t have to.©—PA Breast Cancer Coalition

The PA Breast Cancer Coalition’s tagline is both emphatic and poignant. It strikes a deep emotional chord, and conveys the focus and impact of its work without being overly sentimental. “Finding a cure,” a highly used phrase for health organizations, is bolstered here by the appeal to solve a problem now so future generations won’t suffer from it.

Human Services:  Filling pantries. Filling lives.—Houston Food Bank

With simple but effective use of word repetition, the Houston Food Bank clarifies its work and impact. It delivers on two distinct levels—the literal act of putting food on people’s shelves and the emotional payoff to donors and volunteers. An excellent example of a mission-driven tagline.
 
International, Foreign Affairs & National Security:  Send a Net. Save a Life.—Nothing But Nets

Short, punchy and laser-sharp, the Nothing But Nets tagline connects the action with the outcome. It’s inspirational in the simplicity of its message and its reason for existing. The kind of tagline nonprofits should model.

Jobs & Workforce Development and overall winner:  Nothing Stops A Bullet Like A Job —Homeboy Industries

Homeboy Industries’ tagline is a mini-masterpiece, telling a memorable story in just six words. It stops you in your tracks, makes you want to learn more and sticks with you afterward. That’s the kind of potent nonprofit messaging every organization desires.

Media:  Telling stories that make a difference —Barefoot Workshops

If your organization’s name is vague, it’s critical that your tagline be distinct. Barefoot Workshops’ tagline sums up the transformative power of stories to create change in people and their communities, so clarifying the organization’s focus. Saved by the tagline! 

Religion & Spiritual Development:  Open hearts. Open minds. Open doors.—The people of The United Methodist Church

The work of religious organizations often operates on several planes at once—a challenge for any organization and its messaging. Here, The United Methodist Church delivers a tagline trinity that supports its applied faith mission and is warm, enthusiastic and embracing.

Other:  A head for business. A heart for the world.—SIFE (Students In Free Enterprise)

If an organization’s identity contains within in it a distinct contrast between its key characteristics, that’s often good tagline material. Here, SIFE surprises with its crystal-clear tagline that conveys not only what’s unique about it but also capitalizes on the contrast between profit and compassion

For more on nonprofit taglines, check out Nancy’s blog.

Touting the nonprofit world’s top tag lines

A call to shift focus for international aid, plus more: Tuesday’s roundup

All four television networks this week are incorporating the themes of volunteering and service into the plot lines of many of their most popular shows.

To keep track of what’s happening — and to discuss how this effort is affecting the nonprofi…

This video is from a local site in Louisville, part of the Annie E. Casey Foundation’s “Making Connections” initiative Part of the Making Connections core approach uses (offline) social networks. You can read more in this series of five reports…