Celebrity charity websites the importance of taglines and hook statements
Celebrity Charity Websites:The Importance of Taglines & Hook Statements presented by MAD MARKETEER Marketing Fitness creating mean & lean organizations Katharine Coles Katharine@MadMarketeer.com 310-947-8511
The “Celebrity” PitfallNonprofits have to avoid the “looking poor” pitfall on which they erroneously believe that because they are a nonprofit, they must look “poor”. But looking poor oftentimes equates with being poorly run. Donors that value their money DON’T want to donate to a place where their dollars will be wasted.In a similar vein, celebrities/celebrity organizations may operate under the assumption that everyone knows who they are and what they do. Thus, achieving marketing fitness may take a different route.
USA Today Top Celebrity CharitiesHere are some of the celebrities, according to USA Today, that made the largest donations to charities.* John Belushi Jimmy Buffet Doris Day John Denver Arlo Guthrie Paul Newman Will Rogers * http://usatoday30.usatoday.com/life/2001-12-18-celebrity-donations-chart.htm
In their day they were celebrities….But TODAY, there’s a good chance that anyone under 30 may not likely to know who they are. Do you think that’s ok because your donors are over 30, so you don’t need to worry about the people under 30? Well, yes, you do…They are your donors of the future!
What does this have to do withMarketing Fitness?It’s all about BRANDING….You can never make the assumption that because you are a celebrity brand that: 1. Everyone knows who you are. (Even Oprah, when traveling cross country, encountered a hotel clerk that didn’t know who she was.) 2. That everyone will always know who you are. (Take a look at what happened when Jimmy Kimmel asked kids if they know who Elvis is: ttp://www.youtube.com/watch?v=GdHdel39Tvo)
What does this have to do withtaglines and hook statements?It’s all about first impressions and quickly communicating your BRAND!
You scan each magazine cover forapproximately 10-15 seconds!Here is what catches your eye: Brand Headings Sub-Headings DesignAnd so it is with websites!
But don’t take my word for it!Marketing ExperimentsBringing you solutions based on sound research.Want to learn more about our approach to taglines and hook statements? It based on the work of Marketing Experiments. Watch this: http://www.marketingexperiments.com/images /multifiles/articulate/webclinic-11-12- 08/player.html
An organization without atagline...looses an opportunity foranother touchpoint.
What do all these organizations do?Without a tagline attached to the name/logo,it is often difficult or impossible to know who they are or what they do (hint: these are all nonprofits).
What about these organizations?These taglines give you a quick clue that starts to create a “story” about these organizations … and starts to plant the BRAND in the visitor’s mind.
Let’s look at some real-life examples!Here is what you’ll see in each example:1. What you see now when you go to the homepage.2. How adding a tagline helps your understanding.3. How adding a hook statement helps you understand quickly what they do.We’ll also show you which celebrity founded the organization!
Remember….No one will ever donate or care about your organization unless they know who you are and what you do.You only have a few seconds to tell them…
Now imagine instead!Tagline- this would help tell their story:A working cattle ranch for kids with cancerHook Statement – this would help tell their story:Our ranch provides the great American cowboy experience – which instills a sense of achievement and price - to children suffering from cancer or serious blood disorders, as well as children who’ve lost brothers and sisters to Sudden Infant Death Syndrome.
Now imagine instead!Tagline- they got it right!:Health Care and Advocacy for America’s Most Vulnerable ChildrenHook Statement – this would help tell their story:We help to provide health care to the nations most medically underserved children through supporting a national network of pediatric programs in disadvantaged rural and urban communities. Thousands of children now have access to health care.
Now imagine instead!Tagline- A bit vague, so needs a hook statement to clarify:Today’s care. Tomorrow’s cure.Hook Statement – this would help tell their story:Through our Paralysis Resource Center we’ve been able to support and help thousands of individuals living with spinal cord injury. Through funding research and providing grants, we hope to improve the quality of life for all people living with paralysis.
Now imagine instead!Tagline- this would help tell their story:Global camps & programs serving seriously ill children(it’s ok to leave “founded by Paul Newman” ..it adds credibility)Hook Statement – they got it right!:“Imagine if kids with serious illnesses had the chance to, as Paul liked to say, “Kick back and raise a little hell.” A camp was born. And so was a global movement.
Now imagine instead!Tagline- this would help tell their story:Transforming the landscape in New York’s neglected neighborhoods and parksHook Statement – they got it right!:“ …dedicated to transforming open space in underserved communities to create a greener, more sustainable New York City…NYRP is also leading MillionTreesNYC – an initiative to plant and care for one million new trees throughout New York City’s five boroughs by 2017.”
Now imagine instead!Tagline- this would help tell their story:Committed to fight hearing impairment. Empowering disadvantaged youth with opportunity & education. (Most would probably assume the organization is about vision – not hearing - impairment!)Hook Statement – this would help tell their story:As a result of Ray Charles own challenges, we are committed to supporting educational and social program for disadvantaged youth, as well as focusing on the causes and cures for diseases and disabilities of the hearing impaired.
As a nonprofit, whether a celebrity isinvolved or not, the BRANDmessage needs to be crystal clear.The following are examples on how clarity helps with branding.
Now imagine instead!Tagline:We tell you the truth about energy disastersHook Statement:We tell you the real truth about the impact of energy disasters when corporations and government organizations won’t!
Now imagine instead!Tagline- they got it right!:They have a tagline that communicates what they do: “Making AIDS History”.Hook Statement – this would help tell their story:amfAR plays a catalytic role in accelerating the pace of HIV/AIDS research and achieving real breakthroughs.
Finally ….Here are some examples of sites that “get it”.Clear messaging.Quickly absorbed.Visitors more engaged.
This is great! Right away we know whothey serve and how they help. Well done! http://www.ihadcancer.com/