So what took NPR so long to use its airwaves for its own marketing purposes? The network has long been announcing taglines of its supporter foundations, as described in this 2009 article from L.A. Philanthropy Watch. Maybe NPR finally wised up and realized its own listeners could use some reminders of what it's all about, too.
And that's a lesson that a number of nonprofits could probably learn. Even your most devoted supporters may be a little vague on the details of what your group does. Some have a pretty good idea, but have ceased to be inspired by it. And then there are the new supporters, who are still getting a sense of your group's identity and personality.
So, finding ways to get your group's message across (most likely without the benefit of airwaves) can be crucial. To this day, I sometimes go to nonprofit websites where the home page doesn't even make clear what the group does, much less why or how. To this end, a "tagline" can be helpful.
For advice on developing a good one, see Nancy Schwartz's recent blog post: "How to Create a Tagline that Connects and Motivates."