East Bay Coalition for the Homeless - Roger Williams University
East Bay Coalition for the Homeless - Roger Williams University
East Bay Coalition for the Homeless - Roger Williams University
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Tag Line:<br />
Opening doors, one day at a time<br />
A tag line needs to convey <strong>the</strong> organization’s mission<br />
and be meaningful to potential donors. Since it is<br />
“shorthand” <strong>for</strong> an organization, <strong>the</strong> tag line needs<br />
to help set <strong>the</strong> organization apart from o<strong>the</strong>rs that<br />
provide similar services.<br />
The search <strong>for</strong> a tag line was in<strong>for</strong>med by research<br />
that presented five possible narratives <strong>for</strong> conveying<br />
<strong>the</strong> EBCH story. A review of <strong>the</strong> narratives deemed<br />
to be <strong>the</strong> most effective yielded a number of potential<br />
tag lines (see <strong>the</strong> list on <strong>the</strong> right).<br />
Alternative Tag Lines<br />
Bridging hope with opportunity.<br />
<strong>Homeless</strong>ness does not discriminate;<br />
it can happen to anyone.<br />
<strong>Homeless</strong>ness. You never know.<br />
A hand-up not a hand-out.<br />
Because a family needs a home.<br />
In <strong>the</strong> end, <strong>the</strong> one at <strong>the</strong> top of <strong>the</strong> page was selected<br />
as best conveying <strong>the</strong> desired EBCH message.<br />
90% <br />
Message Effec*veness: % “Effec*ve” or “Very Effec*ve” <br />
80% <br />
70% <br />
60% <br />
50% <br />
Current Donors (14) <br />
Former Donors(15) <br />
Non-‐donors (54) <br />
40% <br />
30% <br />
20% <br />
Not Discriminate EBCH Programs <strong>Homeless</strong>ness <br />
Anyone <br />
EBCH Made <br />
Difference <br />
EBCH Needs <br />
Your Help <br />
For more specific research findings about messaging, see Appendices A & C <strong>for</strong> research results and Appendices A & D <strong>for</strong> <strong>the</strong> survey questions.<br />
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