East Bay Coalition for the Homeless - Roger Williams University

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