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Habitat For Humanity: Marketing Plan
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Transcript
Habitat for Humanity: Marketing Plan
Marketing Team:
Elizabeth Murphy, Rachel Aldridge, Madison Dickson, Corley Cole,
Idania Carranza, Katelyn Roso,
& Leslie Garcia
Objective
Objective
Identify best practices that Habitat for Humanity can use to reach and engage potential donors in Lewisville and Flower Mound.
To Do So We Focused On:
Three Focuses
- Finding new donors
- Maintaining donor relationships
- Increasing brand awareness
Monthly Luncheon/Dinner Party
Topic 1
- Invite current donors, and encourage them to bring friends/family
- Board members and staff members present
- Informative & interactive meeting
- Discuss progress, goals, and appreciation
- Host in ReStore to build foot traffic and awareness
Why Monthly Luncheon/Dinner Party?
Why?
- From our field research, it was discovered that a common link between successful non-profits were their monthly events.
- These events are not elegant, but rather simple gatherings with snacks provided, that allow opportunity for donors to feel a part of the organization.
Re-Vamp Advertisement Strategies
Topic 2
In order to reach new donor audiences, it is vital that Habitat adapts to the new frontier of advertisement, Online Applications.
Reaching audiences ages 20-35 requires a different approach in comparison to audiences ages 35-60.
Costs and Considerations
Music Applications:
- Spotify: Advertisements can start at $250.
- Pandora:
- Visual - $5-7 per one thousand people
- Audio - $8-$12
- SoundCloud ($)
Entertainment Applications:
- YouTube: $10 per day for local campaigns, current offer of $100 free credit when you spend $25 on video ads.
- Facebook: Set your own budget by using the ad manager tool.
- Instagram: Set your own budget, like Facebook
- Twitter: The average cost for a Promoted tweet is around $1.35 per engagement
- Denton, FlowerMound, and Lewisville DMV's
Re-Vamp Website Page
Topic 3
- Create a more engaging website
- Have visual stimulation through the use of pictures, videos, slideshows, etc.
- Fill in white space on website
How To Make an Interactive Website
- Page dedicated to building Client-Relationship
- Page displaying donation package options for both individuals and firms,
- Online outlet for individuals and companies to make donations
- Create an interactive section: Build-A-Home
- Walk through steps of making a home
- Includes personal stories on the recipients for the houses
- Include a variety of displays: Slideshows, videos, pictures, etc.
Acts for Donor Appreciation
Topic 4
- Donors are individuals who wish to feel they are making an impact
- Habitat needs to be transparent in communication channels
- Habitat can build donor relationships by spending more time on making the donor feel special.
Transparency to Donors
- Monthly Top Donor Newspaper pertaining information of upcoming events, recipients status, goals and aspirations of the non-profit, personal stories of those impacted.
- Send hand-written Thank-You letters frequently to Donors
- "Carpenter Club" Donation of set amount for every home built
- "Wall Raising" celebration for every finished home to celebrate the donors who made it possible.
Increasing Funds Using Outside Sources
Topic 5
- Focus on gaining more than just private donors.
- Expand donor target audience to include government programs & funding from other organizations.
Government & Non-Profit Funding Programs
- New Markets Tax Credit Program
- Must be certified as CDEs by the CDFI Fund
- Application timeline
- Opening Date is January 2019
- Deadline April 2019
- Announcement date Septemeber 2019
- cdfifund.gov has all the available information to apply
- Serve Denton
- Mission must cater to helping people become self-sufficient
- Directly contact Serve Denton on website forum
- Cloud 9 Charities (Flower Mound)
- Must serve local, Denton County families
- Directly request donation on website forum
Attending Local Events
Topic 6
- Board members & employees should attend several community events each month in:
- Denton
- Flower Mound
- Lewisville
- Collaborate with other non-profits to build brand awareness within the community
Local Events to Attend
- Chamber of Commerce events
- Non-profit organization events
- Farmer’s markets
- Art exhibits
- Volunteer fairs
- High school/University events
- High schools located in neighboring cities
- Community Colleges
- Universities
- Specialty/Trade Schools
- Getting in contact with organizations on college campuses
- UNT/TWU Honors programs, volunteer organizations, etc.
Sources
References
- Elizabeth Johnston (Collin County Habitat for Humanity Development and Marketing Major)
- April Timko (Knoxville, Tennessee Habitat for Humanity Director of Marketing and Communications)
- Tina Corbett (Christian Community Action)
- Kim Cloud (Cloud 9 Charities)
- Amy Ferdinando (Children’s Advocacy Center)
- Brooke Hawkins (Serve Denton)
- Marci Pritts (Untied Way of Denton)
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