Tagline Contest

Mass. Bar Foundation Tagline

by eparry

Contest received 308 entries and the contest holder has awarded a winner.

congratulations to contest winner: Zerro7ID

Name of Contest

Describe your company and organization and target audience

Through its grantmaking and charitable activities, the Massachusetts Bar Foundation (MBF) works to increase access to justice for all in Massachusetts. The MBF provides grants across the commonwealth to legal services organizations serving clients in children, elder, health, family, housing, immigration, and employment law issues. The Foundation's primary grantmaking initiatives are the IOLTA Grants Program (supporting direct civil legal services and improvements to the administration of justice) and the MBF Legal Intern Fellowship Program (awarding stipends to law students interning with legal non-profits.) In addition, the MBF on occasion awards Special Project Grants for initiatives that expand access to justice or promote an understanding of the law. The MBF has three main audiences: donors/fellows, grantees, and prospective donors. The Donors/fellows are essential to MBF’s philanthropic and grantmaking process because they support the MBF financially, often serve as volunteers or Trustees, collaborate to review grant applications, and help to raise additional funds. Grantees are nonprofits who use MBF funds to perform critical work, either providing civil legal services or improving the administration of justice in the state. Prospective donors are made up mostly of lawyers and judges, though any Massachusetts resident is welcome to support the Foundation. Prospective donors are motivated altruistically to increase access to justice, but also may be interested in the collegial networking opportunities and visibility inherent in membership. With engagement from all of these audiences, MBF and its stakeholders create lasting positive change for the state and its justice system.

What do you need written

The MBF is looking for a more contemporary tagline that better conveys its impact and engages its audiences. The existing descriptive tagline is “Keeping the promise of justice since 1964.”

What is important

The new tagline should align with MBF’s positioning statement and reflect MBF’s brand personality traits in its tone/phrasing, featured below. The tagline does not have to remain descriptive and should overall speak more to MBF’s impact and better involve its stakeholders. Positioning Statement: To fellows/donors, grantees, and prospective donors that seek to enhance equality in the legal system and improve the administration of justice, the MBF is a trusted philanthropic community that increases access to justice through an accomplished heritage of grantmaking and collaboration in Massachusetts. Brand Personality

Traits:
Collaborative, engaging, thoughtful, inclusive, committed.

What do you not want

•There is no need to retain the year in the tagline since MBF’s history can be conveyed through other phrasing or through the logo/its color scheme.

•Numbers used in place of words (e.g., 4 instead of for).

•A tagline that does not align with the MBF’s positioning statement or personality traits.

•A tagline that actively excludes any of MBF’s audiences.

Briefly describe your contest

As an organization with 57 years of history, the Massachusetts Bar Foundation (MBF) is looking to refresh its tagline to better involve its audiences