I work for a non-profit (Microfinance Centre) that is a network supporting microfinance (financial services for poor and excluded) in transition countries. We came together with a tagline “Bridging the Market Gap” to reflect the work we do to extend financial services to those that are left behind by the market. However, we would also like somehow to reflect that we are a network organization so we do it in partnerships together with other organizations active in this field. The alternatives we have come up with are: “Together Bridging the Market Gap”, “Bridging the Market Gap Together”, or Microfinance Centre – a Partner for Bridging the Market Gap” I would appreciate your feedback on this tagline as well as any other ideas you may advice. Thank you!

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My confusion is who is referred to with the word “together” – the reader and your organization or your organization and someone else. I understand your intention, but it creates ambiguity.

Why do you want to convey the network aspect in the tagline? Does it help strengthen the benefit you’re providing or is it something politically motivated?

Who is the tagline intended for? Businesses looking for micro finance, other lenders, or donors?

As a business owner, I wouldn’t understand “Market Gap”. I would understand needing money. So a tagline like, “Connecting You With Small Business Lenders” would be more useful.

As a lender, I would think that “A Small Business Investment Cooperative” would be clearer.

As a donor, “Helping Small Businesses Succeed” would be on-target.