Marc Sirkin's Mindnumbing Thoughts

Fair warning: I'm one of the many judges of this year's program! The Getting Attention Nonprofit Tagline Awards Program (a.k.a. The Taggies ) just opened its fourth awards cycle with the addition of an Advocacy Campaign Tagline category. Nonprofits and libraries everywhere are invited to enter their organizational tagline in the program, plus any tagline they’ve created to advance programs, fundraising campaigns, advocacy campaigns and/or special events. The 2,700 taglines entered in the 2010 Awards were a bounty of skillful messages and this year’s entries are expected to be equally powerful. “A relevant tagline does double-duty—working to extend an organization’s name and mission, while delivering a memorable and motivating message to the people whose help it needs,” says awards program organizer Nancy E. Schwartz. “But our recent Nonprofit Messages Survey showed just 29% of organizations have a tagline that connects and spurs action. “The biennial Awards program is...

Watch this. It is good. Really good.

I read the recent Wired Magazine article on A/B testing websites and like many of you, I wondered to myself if it was actually possible to embrace this sort of design philosophy. After talking with my team , we've redoubled our efforts to design core Key Performance Indicators ("KPIs") in an attempt to actually start using A/B testing as a regular process for updating our site navigation, design choices and whatever else we want to change. It's a disorienting thing, removing subjectivity from the design process. My background as a designer makes me one of those people who can look at a screen and make grand proclamations about where things should be and what they should say. It's something I'm determined to stop doing. I will be honest, it is hard to stop. Either way, we've devised a series of "top level" KPIs designed to measure overall site effectiveness - and we've limited it to 5 measurements. Yes, of course we'll design second...