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Concepts for Habitat For Humanity: Marketing Plan
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Transcript
Concepts for CFI HFH Marketing Plan
Marketing Committee:
Dylan Fisher, Board Member
Jerry Leonard, Affiliate Director
Objective
Objective
Identify best practices that Habitat for Humanity can use to reach and engage potential supporters in Clark and Floyd Counties.
To Do So We Focused On:
Three Focuses
- Finding new donors and volunteers
- Maintaining donor and volunteer relationships
- Increasing brand awareness
Monthly Luncheon/Dinner House Party
Monthly Events
- 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 at build sites during the summer (neighborhood BBQ/ block party/ build day)
Why Monthly Gatherings?
Why?
- Documented research indicated that that a there is common link between successful non-profits and regularly scheduled events (monthly).
- These events are not elegant, but rather simple gatherings with snacks provided, that allow opportunity for donors to feel a part of the organization.
Changing Advertisement Strategies
Online Ads
How?
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
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
*** Costs shown on this schedule may be outdated.
Managed Website Page
Website
How?
- Create a more engaging website.
- https://evansvillehabitat.org/
- http://www.habitatcfi.org/
- Promote local page above international affiliate page.
- Have visual stimulation through the use of pictures, videos, slideshows, etc.
How To Make an Interactive Website
- Create an interactive section: Build-A-Home
- Walk through steps of making a home
- Includes personal stories on the recipients for the houses
- Integrate donation options within our website. (Currently redirect to outside platform).
- Page displaying donation package options for both individuals and firms,
- Online outlet for individuals and companies to make donations
- Include a variety of displays: Slideshows, videos, pictures, etc. Transition away from stock imagery and filler content. Utilize local and authentic content from our events and builds.
Acts for Donor Appreciation
Donor Thanks
How?
- 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
Outside Funds
How?
- 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
- Government Partners
- City of New Albany, Town of Clarksville, City of Charlestown, City of Jeffersonville
- Others?
- Caesar's Foundation of Floyd County
- Mission
- Application process
- New Markets Tax Credit Program
- Must be certified as CDEs by the CDFI Fund
- cdfifund.gov has all the available information to apply
- American Rescue Plan - Affordable Housing Eligibility
- Local governmental agencies
- State of Indiana
Attending Local Events
What?
Local Events
- Board members & employees should attend several community events each month in:
- New Albany
- Clarskville,
- Charlestown
- 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 Clark & Floyd Counties
- Indiana University Southeast
- Ivy Tech Community College
- Specialty/Trade Schools
- Getting in contact with organizations on college campuses
Increasing Budget and Outsourcing
Who?
Budget
- Current budget does not provide capacity for necessary changes and new marketing model.
- Jerry and Dylan have been meeting with possible 3rd party consultants to administer the development and implementation of a more specific strategic marketing plan.
Interested Firms
- Quilted Media
- New Albany, Indiana
- The Marketing Co.
- New Albany, Indiana
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