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.  Many 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 are indistinguishable from each other. 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 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 statement.  Remember that the tagline should be
such a natural outgrowth of your organization's positioning
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 differentiates you from
your competitors while expr