Know-How Exchange : Taglines/Names

The name of the non profit won't be included in the campaign name because they provide a wide range of services beyond this campaign. Currently they provide grants to existing children service providers around the state. The name is for public use. I wouldn't say that there is anything new about the campaign in regards to what it will do, but it is a rejuvenated effort to bolster funding. The funds are used by the providers in more ways than I can list...primarily under the general umbrella of providing legal services for children.

Understood...let me try to round it out. The target audience is essentially folks with disposable income who might be willing to help support a campaign to benefit children. So my guess is people more affluent, upper middle class and professional.
The campaign will have some written support material in the form of a brochure and other collateral. It may have a tv PSA. Most of the contact however will be one on one or in small groups. They will want them to write a check or perhaps consider an endowment. The people we are trying to reach may or may not know the parent organization, so the campaign, at least in the introductory stage, will need to stand on it's own in regards to initial contact with the market.

Hope this helps

A broad-based campaign name, unconnected to an established non-profit, with a vague benefit is unlikely to succeed for you. There are lots of organizations that say they benefit children. But which children? Where are they located? Don't other non-profits already serve them? Why should the donor care about these children? Why should they trust your organization to funnel the funds to the children (instead of to "overhead")?

A great name needs to clearly articulate some of these points, otherwise it'll be just "another" name, quickly forgotten, and missing the opportunity to really make a difference in children's lives.

Guys, this is a very established and credible statewide organization which has for years provided millions in grants to successful children service providers. They are simply embarking on a renewed campaign. They need a name for the new campaign. I joined here because I assumed this site might have a few ideas for a good name for the campaign. Instead I seem to be getting advice on the viability of the campaign and its's potential success. I have simply been reluctant to give the name of the parent organization because I didn't feel that was a requirement to get some ideas. I don't need marketing advice, although I appreciate the sentiment. I'm just looking to get a few clever ideas for the campaign name.