Question

Topic: Taglines/Names

Tagline Needed Jewelry Company Donates To Charity

Posted by Anonymous on 10/7/2009 at 10:15 PM ET 250 Points
We are a small start-up company selling fashion jewelry and part of the proceeds go to charity- to help children with serious illnesses and pediatric cancer research.
We have a trendy shop girl feel on our website thejewelsforlife.com and we sell very affordable jewelry for all ages and styles. We want the tag line to incorporate that fact that proceeds are donated to the Noah's Gifts Foundation. In addition, we are looking for a tagline for the Foundation. Our mission is to help families who have children with serious illnesses (ie: cancer, AIDS, Muscular Dystrophy etc) and to contribute to ped. cancer research. We help the families financially (mortgage, utilities, food, medical), make meals for families, sit with the child in the hospital so the parent can go home for a break, do errands, help find resources..basically ease the burden so the family can concentrate on helping their child get well and keeping the family intact.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 10/8/2009 at 2:33 PM Accepted
    The problem is that not everyone will know what Noah's Gifts Foundation is/does, nor is that a primary reason for people to shop at your store. You already have a badge indicating your sponsorship - I'd encourage you NOT to tie your tagline to this fine organization, but rather make it more obvious what you're selling (and to whom) first. The more you sell, the more you can donate. (and perhaps that last phrase can be an appropriate tagline: "The More You Buy, The More We Donate").
  • Posted on 10/8/2009 at 6:11 PM Accepted
    I agree with the direction Jay is pointing. If you can get people to purchase your products because they want them, because they see value in your offering, and because you treat them right, you'll sell more stuff, make more money, and ultimately be better able to support your cause.

    Like it or not, there is considerable evidence that a merchant's good intentions and deeds are NOT the main reason people buy from them. They buy because the merchant's offering satisfies a need they have (or perceive they have). The attitude is, "I'll support the causes that are important to me when I'm ready. I don't need to buy something I don't want in order to help someone else's pet charity."

    I certainly wish you success, as the cause you have selected sounds like a wonderful and much needed one.
  • Posted on 10/8/2009 at 8:44 PM Author
    Thank you Jay and Michael for reminding me of this perspective. From the comments I have had thus far with customers, I am confident that they are buying the jewelry because it on trend, good quality, unique and very affordable. The icing on the cake is that money gets donated to kids with cancer, but I completely agree with you that what is driving their purchase is because they fall in love with the jewelry. I do like the concept of "the more you buy, the more we donate."

    In thinking of a tag line please keep in mind that I am trying to keep all avenues open and don't want to be tied in to only selling jewelry. Right now, I do sell other gift items, most of which are not only beautiful but also meaningful. I am not sure which direction my business will go in the future, so I was trying not to pin myself in a "jewelry corner". What do you think about a tag line about the product and then a separate statement expressing where part of the proceeds go? I welcome and appreciate any ideas for tag lines and statements you can share with me. Thanks again!
  • Posted on 10/11/2009 at 9:05 PM Author
    Hi again,
    I am wondering if anyone has any more input to help me find a tag line for The Jewels for Life and the Noah's Gifts Foundation as outlined above. If you need further clarification, please do not hesitate to ask.
    Thank you!!
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