Individual Donor Strategic Plan

Individual Donor Strategic Plan
Bradley Public Relations, Fall 2013

Tanner Pearson, Lorie Garnett, Samantha Gilbert, Kylie Drew, Stacey Harkey, Garret Pierce

Table of Contents
Executive Summary 3 Background Research 4 Millennials Public Profile Explanation 18 Explanation of Public Profiles 21 Campaign Publics 22 Summary Bullet-points of Background Research 25 Situation Analysis 27 Core Problem 28 Goal 28 Objectives 28 Messages Young Millennials 29 Old Millennials 33 Potential Millennials donors 37 Strategies and Tactics Young Millennials 31 Old Millennials 35 Potential Millennials donors 39 Calendar (inserted pages) 41 Evaluation 42 Campaign Tactics Social Media Plan 43 Editorial Calendars 49 Gingerbread House Kit Sale Event 52 Mini-house Building Competition 55 Mail Chimp and Email Drafts 56 Business Partnership plan 60

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Executive Summary
Habitat for Humanity Utah County is a non-profit organization and is referred to as a 501(c)3. It has built over 53 homes in the last 22 years. These homes have provided a safe place to live for 88 adults and 163 children. The organization has been well-received by the community and holds a mostly positive reputation in it, but it is concerned its ability to increase the number of homes built each year will be difficult to achieve without increased donations from “individual” donors. Individual donors are those who give regularly, but are not family foundations or corporations. Because of myths about Habitat for Humanity being an organization that “hands out” houses, people in Utah are hesitant to support their cause. Also, a recent survey said 50 percent of people in Utah County are not aware a Utah County chapter of Habitat for Humanity even exists. This fact, combined with misconceptions, contributes to the missed opportunity of receiving donations from individual community members and families. We think people are likely to believe negative rumors about Habitat because they are simply unaware of the true goals of Habitat for Humanity Utah County. Raising awareness will increase positive attitudes and reduce the prevalence of false myths which will in turn increase donations and volunteer retention. Habitat wants to initiate, as consistent individual donors, a new type of public; millennials, or people ages 18-35. We believe the best way to do that is through increasing interaction with millennials on social media platforms, at events and through email communication. By communicating with millennials through social media platforms, events and email, we think they will be more prone to interact with Habitat, visit the website, give repeat donations or volunteer time and share experiences with peers. This, in turn, will increase engagement among new millennial donors, which will ultimately lead to increased monetary donations. By implementing specific communications strategies and tactics for each of these publics, we will be able to promote the true mission of Habitat for Humanity of Utah County, change attitudes and behaviors and inspire them to donate.

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Background Research
The following background research is comprised of secondary research. The research includes findings from the Spring 2013 Research and Analysis class as well as from many online channels and sources. We believe the details included will provide vital insights to create a successful strategic campaign for Habitat for Humanity’s audiences of individual donors.

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Background Research
External Environment
Trends in Online Giving

comparison to only 46 percent growth on Facebook. Although Twitter’s growth rate was much larger, organizations continue to have a greater social media presence on Facebook, which remains the most popular social media platform.
graph 1: Profitability of Direct Social media fund-raising

In research done by blackbaud.com, there is an overall trend of increased online giving with a 11 percent increase in 2012. It accounts for approximately eight percent of all donations within a year and while that number is climbing, this means that 92 percent of all fund-raising still comes from offline channels. Larger organizations receive the least amount of donations from online giving because people have more trouble “connecting” with the cause. Online giving will be effective when people feel they are donating to an “individual” instead of “the masses.”

(Direct social media fund-raising still produces low profitability)

Despite the persistent growth of activity on According to Nonprofit Quarterly, in 2012, fund-raising from email mailers accounted for one third of all online fund-raising, however, email response rates are decreasing every year--down 21 percent in 2012 for fund-raising messages and down eight percent for advocacy messages. When it comes to channels of online communication, Twitter and Facebook both saw increases, but Twitter highly outperformed Facebook in 2012. Nonprofits in 2012 saw Twitter growth of 264 percent in 2013 in
Season Giving

social media, e-mail lists still deliver the largest base of supporters for organizations. The report estimates that nonprofits average 149 Facebook fans and 53 Twitter followers for every 1,000 e-mail subscribers.

According to research from the Center on Philanthropy, the average person makes 24 percent of their annual donations between Thanksgiving and New Year’s, while Network for Good reported the average donation amount is much higher during the Holiday

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Background Research
External Environment
Season: in December 2010, the average gift was $142 versus an average of $91 for the year previous. Blackbaud reported 20 percent of giving happens in December. The next most popular months are September (8.8 percent), April (8.6 percent), October (7.7 percent) and March (7.7 percent).
Online donor types

expenditures must be weighted according to a strategy that maximizes those who are giving now.” The study also found that 18-24 year olds give equally through the mail and online. They are more likely to donate on a regular basis if they agree with the values of the organization, if the organization is transparent, and if their friends and family encourage them to support. An increasing amount of millennials are willing to donate monthly. A study done by Eleventy Marketing Group found that 52 percent of millennials said they would be interested in monthly giving and in 2012 63 percent actually gave a financial gift to a non-profit organization. They are more likely to give to organizations that are transparent and back genuine causes.

The study “Heart of the Donor, Insights into Donor Motivation and Behavior for the 21st Century,” done by Russ Reid in 2010, shows that the “most valuable” (those who give the greatest amount most often) are seniors and baby boomers, those aged 70 years old or older. This group’s primary channels of giving are through the mail. They give three times more than those in the 18-24 age group (millennials), even when the numbers of donors are comparable. “Does that mean nonprofits should turn a blind eye to the younger segments?”  Lisa McIntyre, Russ Reid Senior Vice President, Strategy Development asked.  “Of course not.  Their value will likely increase as they age.  But fund-raising

graph 3: Graph of loyalty among donors types on online and mail followings

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Background Research
External Environment
Another finding in this study suggests that donors want, more than anything else, value for their money. They are more likely to support an organization that spends more on fund-raising and brings in more money to help the cause, than an organization that spends little on fund-raising but raises less money. Twenty-eight percent would opt for efficiency over effectiveness.
Wealth

themselves as being on a relatively low social rung were consistently more generous with limited goods than upper-class participants were. However, when both groups were exposed to a sympathy-eliciting video on child poverty, the compassion of the wealthier group began to rise, and the groups’ willingness to help others became almost identical. This may suggest that exposure to need drives generous behavior. Therefore, the isolation of wealthy Americans from those in need could be a cause of their relative stinginess. This view is supported by a recent study by The Chronicle of Philanthropy, in which researchers analyzed giving habits across all American ZIP codes. Consistent with previous studies, they found that less affluent ZIP codes gave relatively more. The researchers also found differences in behavior among wealthy households, depending on the type of neighborhood they lived in. Wealthy people who lived in homogeneously affluent areas—areas where more than 40 percent of households earned at least $200,000 a year— were less generous than comparably wealthy people who lived in more socioeconomically diverse surroundings. It seems that insulation from people in need may dampen the charitable impulse.

Research performed on the correlation of wealth with an increase in unethical behavior showed wealth affects not only how much money is given but to whom it is given. The poor tend to give to religious organizations and social-service charities, while the wealthy prefer to support colleges and universities, arts organizations, and museums. In 2012, not one of the top 50 individual charitable gifts went to a social-service organization or to a charity that principally serves the poor and the dispossessed. More large gifts went to elite prep schools than to any of our nation’s largest social-service organizations, including United Way, the Salvation Army, and Feeding America. In a series of controlled experiments done by Paul Piff, a psychologist at UC Berkeley, lower-income people and people who identified

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Background Research
The Industry
According to the Nonprofit Quarterly, total contributions for the US, as of August 2012, is $135.8 billion with a median contribution of $2,564. Donating patterns for the United States as a whole can be seen on the graph as follows:
graph 3: Donating patterns in the U.S.

Another social cause that receives large sums of money are universities or prestigious museums. People feel connected to these universities in particular, grow up, make money, and then want a building named after them. “The American Red Cross,” “United Way” and “Salvation Army” were among the top 5 organizations in 2011 who receive the largest donations throughout the world.

(Graphical representation of most-giving states in U.S. key on bottom left shows color meanings)

Microgiving.com found that most people donate at the beginning of the

According to the National Philanthropic Trust, and a study done by the University of Indiana, individual and family philanthropy giving patterns vary from year to year but have had a steady increase recently. Eightyeight percent of households give to charity each year.
Giving Trends

week (Monday, Tuesday and Wednesday), and more often during the weekdays than on the weekends.

Cancer and illness organization receive a lot of money because people are personally affected by it. Usually someone will donate because they have a friend or a family member with this disease. 8

Background Research
The Industry
graph 4: Where and why people donate time and money

(Trends in giving, depicted in top 5 sequences)

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Background Research
The Industry
Listed below are 16 reasons why people donate from Socialearth.org: 1. Pivotal involvement – Everyone wants to think that their contribution was necessary and sufficient for the success of a fund-raising campaign. 2. Being asked - It’s very simple, but people need to know that they’re personally invited to contribute. 3. Guilt - People start to feel bad if they’re in a position to help but don’t act on opportunities. 4. Compassion - Seeing campaigns that need support can trigger an emotional response, especially if the donor feels attached to the recipients of a particular campaign. 5. Transparency - Donors are more likely to give if they know exactly where their money is going and how much of it will get passed along to the cause. 6. Urgency – When time is running out, individuals feel more pressure to give. 7. Recognition - Having a good deed made public can have an impact on how people view the donor in a positive way. 8. Simplicity - Campaigns that have clear and straightforward goals are easier to understand and support. 9. Euphoria - Making a difference makes a supporter feel good because they know they did something worthwhile. 10. Upbringing - People who were raised in charitable families are more inclined to follow the family footsteps when it comes to giving. 11. Time of the year - Holidays and the end of the year before tax season are times when donors are motivated to contribute. 12. Guaranteed success - Knowing that a goal will definitely be reached eliminates uncertainty and makes it easier to contribute. 13. Campaigns in the news (Japan, Haiti) Hearing about a specific fund-raising campaign whenever a TV or radio is turned on, a newspaper is opened, or a website is loaded keeps the cause in the minds of potential donors. 14. Peer pressure – People are compelled to be a part of what their friends are involved in. 15. Celebrity endorsement – By contributing to campaigns that are championed by celebrities, donors feel like they’re more connected to their favorite stars because they’re supporting what they care about. 16. Ability to influence others - A contribution from one person can result in untold contributions from their network.

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Background Research
Habitat for Humanity Utah County
Habitat for Humanity of Utah County does not receive funding from Habitat for Humanity International. In fact, each affiliate of Habitat International pays a yearly sum of money to headquarters; about ten percent of annual funds. It is also common to have affiliates financially support each other. This allocation of funds is an important part of the Habitat business model, and affiliates have been dismissed in the past because they did not pay.
Local Operations Building

Houses can take 8 - 24 months to complete. They estimate the cost of these homes to be about $185,000 per home in their strategic plan. The 2012 financial record shows four homes were transferred during the year to new owners and a total cost of these homes was reported as $800,000. Given these numbers, if total annual giving increases by about $200,000 then the number of homes transferred can increase from four to five. Between its official affiliation in 1991 and the report in 2010, the Utah County Habitat had completed construction (or renovation) of 41 homes - benefitting 68 adults and 139 children (as of 2010). That number has increased since then to 53 homes, 88 adults and 163 children.
Funding to Habitat for Humanity

According to the 2012 Habitat for Humanity audit report, the Supplemental Schedule of Functional Expenses, the salary paid to the fund-raising person was $48,000 and they had a $25,000 fund-raising program budget to work with. The total expense for support services (general management and fund-raising activities) was about $225,000 in 2012.

(be-

sides donors) The most recent business plan adopted by the

According to the 2009 strategic plan, an anticipated $650,000 was required for annual salaries/benefits/operations expenses, which includes salaries of builders. The total salaries paid to builders in 2012 were $350,000 and total salaries and benefits paid was about $468,000 for the year. This gives a pretty good estimate of the operating costs as salaries and homes transferred were their largest cost.

Habitat Utah County board of directors in 2009 lists the following as expected sources of revenue: 21%  Government, 20%  ReStore, 16%  Individuals, 15%  Corporations/ Businesses, 13%  Foundations/Grants 6%  Mortgage Payments, 4%  Other Sources, 2%  Events/Misc. Activities    2%  Gifts in Kind, 1%  Churches.

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Background Research
Habitat Utah County Corporate Donors
The Habitat Utah County website publicly identifies the 15 percent portion coming from corporations/business as “community partners.” The website states: Consistent financial support is provided by: Adobe Software, Ally Bank, Ashton Family Foundation, Bank of American Fork, Cascade Shadows Nursery, Central Bank, Community Action, Eccles Foundation, Far West Bank, Federal Home Loan Bank, Gardner & Associates, Hunter-Douglas, Kennecott, Nestlé, Orem Owlz, Ray & Tye Noorda Foundation, Raymond James, Symantec, UCCU, Utah Association of Realtors, Vivint, Wells Fargo Bank, Whirlpool and Zion’s Bank.

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Background Research
Habitat Utah County Promotions
FAM Club Events

Habitat for Humanity Utah County attempted a monthly donation club called the FAM Club, which was started in 2010. This did not resonate with targeted individual donor publics of millennials, current donors and prospective donors. The promotion is that 20,000 people in Utah who donate $5 a month will make it possible to build 12 homes a year as compared to the current number of 4-5 homes a year. It did not generate the financial support from individual donors as was hoped. About 40 people signed up at the beginning, but only a few are still signed up.
Social Media

Habiat holds several events throughout the year. The following list comprises these events. Volunteer and Community Recognition Dinner – February Fundraising Breakfast – March/April Blitz Build – April/May National Women Build – first week in May ULCER Bike Ride – August Annual Day of Prayer – September It’s a Wrap, gift wrapping– December

Facebook and Twitter have been used to promote success stories and volunteer experiences as well as announce events.

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Background Research
Competition
Utah County is an area that has many charities and non-profit groups attempting to get residents to donate. A Child’s Hope Foundation, American Leadership Academy, C.S. Lewis Academy and Community Action Services and Food Bank are just a few foundations in Utah County vying for donations and volunteers. These organizations and others like them are the biggest threat to Habitat for Humanity when it comes to fund-raising and obtaining other help.

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Background Research
Emailing
Email Frequency

an increase in emails, there was a decrease in the unsubscribe rate. According to data released last year from MailChimp and HubSpot, organizations that send emails only once per month have a 78 percent higher unsubscribe rate than those that send 12 a month. The unsubscribe rate drops significantly when the email frequency is increased to anywhere between one and six times per month and rises with an increase of time between emails (for example, sending them quarterly).

According to the 2011 Nonprofit Communications Trends Report, nonprofits send emails with the following frequencies: Monthly – 43 percent Every Other Week – 17 percent Quarterly – 16 percent Weekly – 12 percent While most research showed the majority of companies send newsletters once a month, we did find research that showed that vwith

graph 5: The frequency of nonprofits’ newsletters and through what channel

(2012 Nonprofit Communications Trends Report)

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Background Research
Emailing
Email Content

The following list is a conglomerate of research in how to keep newsletter email content relevant: 1. Segment your audience and messages 2. Send emails on same day of every month 3. Send emails (not newsletters) at time of significant event(s) during a month, 4. Keep newsletters short but keep continuity of topics covered 5. Make newsletters “user friendly” and easy to read 6. Send between 8-10 a.m. or 3-4 p.m. (getresponse.com) 7. Use tracking device, i.e. MailChimp

More infrequent emails will hurt chances to grow an email list. Irrelevant information also hurts chances. According to ClickZ, 72 percent of consumers state that they have “deleted email from a marketer that wasn’t relevant to me,” 69 percent of consumers state that they have “deleted email from a marketer because I get too much email from them,” 66 percent of consumers state that they have “unsubscribed from email that I had opted into, because it wasn’t relevant.”

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Background Research
SWOT Analysis
The following chart shows in bullet-point form a summarized analysis of our research. The strengths and weaknesses of Habitat are what we feel constitute Habitat’s advantages and disadvantages in reaching the campaign goal. Opportunities are what Habitat can overcome or acheive and threats are what may prohibit a successful campaign outcome. Strengths • Strong community ties; grassroots • Loyal volunteers in community • Consistent business/gov supporters • Already have social media presence established (Facebook, Twitter) • Goal organizational goals, objectives and mission statement Weaknesses • Divided affiliates • Lack of funding • Ineffective fundraisers have not worked in the past • High LDS population and culture of giving money to church organizations • Attitudes are difficult to change • Culture of LDS members already giving money to charitable cause (church) Threats Opportunities • Millennial publics are indifferent to • Can improve online content and indonating teractions to be more effective in foster• Attitudes of potential donors difficult ing donations. Research shows it is low. to change • High ratio of millennial-aged people • Many other NPOs that compete for to total Utah county population: 15.8 funds percent from 18 to 24, 28 percent from 25 to 44 • Dispel myths about HHUC and change perception of its programs • Increase the number of homes built every year by increasing individual donations

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Background Research
Public Profiles: Millennials (age 18-35)
Assurances of Impact

and the recognition received. The form of a thank you should match the importance of the gift to the donor and organization. Alternate gifts can be given, even so far as a thank-you visit, phone call, or a note from the CEO or board chair Certain attempts to attract donors with physical benefits or rewards are typically not beneficial to a nonprofit’s long-term strategy. Tangible rewards, although sometimes profitable, do not build donor loyalty. Research has found that donors will move on to different nonprofit as soon as a reward
How young people discover charities

The following is taken from The Millennial Impact Report, and describes “assurance of impact:”
When asked what would most motivate them to give, 54 percent of survey respondents (Millennial Impact Report) said they would respond once they understood how their gift would make a difference. Thus young people want to understand the specific impact their gift will have; research also indicates that a major pet peeve for millennials is when they don’t know where their money is going. In addition to providing donors with specific, upfront knowledge of how their gift will make an impact, nonprofits create lasting relationships with people by following up with donors to show them the specific effects of their gift. Individuals who feel they were asked for money too often, were not given sufficient choice on how much to donate, and who believe they did not receive adequate recognition are significantly more likely to lapse than those who are more comfortable with the fundraising approach used

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Background Research
Public Profiles: Millennials (age 18-35)
Explanation

becoming Democrats as they grow older. Young adults in this generation have lower than average wealth because they are still establishing themselves and starting to make money. They are interested in supporting nonprofits, possibly through donations, but some are skeptical towards donating because they think they need the money for themselves. They are usually saving for major life events like weddings or trips. After millennials have graduated and attained steady jobs they are more willing to consider donating consistently. Until then they try to find other ways to donate like taking things to Goodwill or volunteering their time. Some would rather give time, creativity and ideas than money. Through engaging this way they feel they are part of the cause and will likely be involved for longer.

The following paragraphs are a synthesis of research done on millennials by the Spring 2013 research class for Feed the World Foundation.
In research performed by Dr. Mark Callister’s research class in the Spring of 2013, millennials are described as “… impatient, experimental learners, digital natives, multi-taskers, and gamers who love the flat, networked world and expect nomadic connectivity, 24/7.” Also known as Generation Y, the Millennial Generation includes anyone born from the early 1980s to the early 2000s. Millennials are currently in school or starting careers. This public is characterized by high expectations, less need to conform and a preference of learning through doing. They expect things as instantly as they want them and have no tolerance for delay. Known for not reading directions, they like to keep flexible schedules and expect other people/ institutions to give them flexibility as well. This flexibility is due to the fact that they are always looking to take advantage of better options. They embrace technology more than any other public and communicate mostly mobily through instant messaging and social media. Large amounts are Social causes are an interest; this public chooses brands for image and appreciates brands that are attached to causes. They like charities that offer positive acknowledgement, live through example, and speak for themselves. Once they latch on to a specific charitable organization, they are hard to convince to donate to a new one. They align

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Background Research
Public Profiles: Millennials (age 18-35)
their passions and concerns with charities that have the same views because personal identity is related to donation preferences. They give more randomly, quickly and emotionally than previous generations. The millennials in Utah County are religiously connected and accustomed to charitable behavior. Most already pay tithing to a church, giving is part of their lives and they are motivated by altruism. They want to help and believe in a cause. Their charitable giving is not limited to formal organizations; they draw connections between charity and everyday kindness. A recent study reported that 42 percent of young Americans give to “whatever inspires them at the moment” Another thing that motivates this public is social standards. If they have friends that volunteer regularly, their volunteering habits will be strongly influenced. They are motivated to gain new skills and become more appealing to colleges and employers. They need transparency and want to know exactly what kind of impact their donation will have, sometimes they almost even want to choose whose life they are making a difference in. Recognition of donation is highly valued by this public. and are motivated because “it’s the right thing to do.”

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Background Research
Explanation of Public Profiles
There are four millennial publics determined by the Spring 2013 research for Feed the World: The Spiritual Givers, the Not-Yet Theres, the Young professionals/Consistent Givers and the ‘Uber’ Givers. The following describes each group specifically, but for this strategic plan, we have combined The Spiritual Givers with the Not-yet-Theres, and the Young professionals/Consistent Givers with the ‘Uber’ Givers. We feel their self-interests and channels of communication are similar enough to effectively reach both groups by focusing on them as one.
The Spiritual Givers Still establishing themselves, often have just started to make money. They are wary of soliciting. They desire a positive acknowledgement for giving, and research their charities carefully. They choose brands for the cause represented and the brand images. They like social causes. Age 25-30. Not-yet-Theres They lack finance, think they need the financing themselves, focus on major life events instead of donating (weddings, trips). Skeptical towards donating. Usually find other ways to donate: clothing or books to Goodwill or Salvation Army. Need most The ‘Uber’ Givers Religiously connected; accustomed to charitable behavior. Tithing to a church, tax deduction benefits, gifting is part of their lives. They are a part of the workforce and want to understand the total impact of a brand’s social status and sustainability. They don’t ignore business standards. Age 30-35. The Young professionals/Consistent Givers Graduated and have a steady job, now willing to consider donating. They donate because it is the right thing to do. They do not need reminders, select a few dedicated organizations to donate to. Latch on to these organizations and are harder to persuade to a new one. Optimistic and open to social causes and Brand effect. Align their passions and concerns with certain charities that have the same views. Age 31-35. conviction of money going to a good cause and trustworthy organization. Want to donate once their financial situation has cleared up. Think that charities should live by example, and that the charity should speak for itself. Most of this public are college students, age 18-24.

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Background Research
Campaign Public 1: Young Millennials
For our campaign, we are using three millennial groups; young millennials, older millennials and potential millennial donors.
Young Millennials

young millennials’ minds. They appreciate short pitches that contain pertinent information for them to base donation decisions on (because they are used to short communication on social media) and are drawn to emotional messages. Channels of communication are first social media, second email, third texting and fourth an organization’s website. Influentials include Habitat’s families and volunteers whose stories are shared, peers (including those who share positive experiences online) and affected parties of the organization’s social cause. Because young millennials have a low monthly income, they are not very likely to donate on a monthly basis. However, they have prior experience with Habitat and will be more apt to volunteer or donate again. For this plan, the goal is to receive a repeat or initial donation in order to establish a positive relationship for the future. They will help us accomplish objectives 1-4.

College-aged; 18-25. Use social media often, are influenced by people their age and in certain circumstances. They have volunteered or donated to Habitat in the past. They are not as worried about the use of their money as older millennials but want to be assured they are supporting a cause that makes a difference in society at large. They are not as worried about immediate community as they are concerned about going out into the world and making a difference. However, they do like feeling a part of a community of fellow peers. Incentives are important to young millennials and they desire instant gratification for their “altruistic” actions. They see incentives as part of the direct result of donating funds--it will solidify a long-term positive perception of the organization in

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Background Research
Campaign Public 2: Older Millennials
result of them. They are a part of the workOlder Millennials

force and want to understand the total impact of a brand’s social status and sustainability. Their channels of communication are first email, second an organization’s website and social media and third, the telephone, if they give out their information. Influentials include Habitat, Habitat families whose stories are shared, their peers and leaders of corporations or the community.

College grads and young professionals; 26-35. They have had previous experience with Habitat. They are more worried about how their donations are used than Young Millennials and will donate if they trust the cause and see it as worth-while for the community. If it changes the community they live in, they are more likely to donate. Emotional ties to a cause are important to Older Millennials, but they donate most often because “it’s the right thing to do.” They are not looking for an immediate return on investment of their donation but trust the organization to use their money well--to send it to those in need and not be recycled back into the organization itself. Incentives are seen as added bonuses to their altruistic actions, not necessarily the direct

They have a more steady income than Young Millennials because they are young professionals, most often with young families. The goal in this plan is to get repeat donations and initiate them to be monthly donors. This public will help us accomplish all our objectives, especially 4 and 5.

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Background Research
Campaign Public 3: Potential Millennial donors
Potential Millennial donors

include their peers who share positive experiences online and Habitat families whose stories are shared. For this plan, the goal is to receive initial donations in order to establish a positive relationship for the future. They will help us accomplish all our objectives.

This public consists of Young and Older Millennials who have not volunteered, donated or are familar with Habitat. They need to be made aware of its mission and be convinced to participate. Channels of communication are the same for their respective age-groups. Influentials

70 year-old+

We also found through our research that people over the age of 70 donate most consistently out of any donating group. Although this campaign does not focus on them, they should be considered as a viable resource of monetary donations in the future.

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Summary of Background Research
Trends in online giving

• Less than 10 percent of all charitable funding in U.S. happens online • 20 percent of giving happens in December. Other active months are September (8.8 percent), April (8.6 percent), October (7.7 percent), March (7.7 percent) • 54 percent of nonprofits use social media for fund-raising • Wealthy and unwealthy people give more when they have an emotional connection to a cause--does not have to be personal, but emotional • Foundations and corporations typically account for more than three-quarters of charitable giving (not online) each year • Online givers are not loyal. Use multiple channels of communication • People donate more often on Monday, Tuesday and Wednesday
Social Cause Giving Trends

• The 70 year-old and older public’s primary channels of giving are through the mail. • The 70 year-old and older donors give three times more than those in the 18-24 age group, even when the numbers of donors are comparable. • 18-24 year olds give equally through the mail and online. • In 2012, fund-raising from email mailers accounted for one third of online fund-raising. However, email response rates are decreasing every year • Nonprofits in 2012 saw Twitter growth of 264 percent in followers in 2013 in comparison to only 46 percent growth on Facebook. Although Twitter’s growth rate was much larger, organizations continue to have a greater social media presence on Facebook • Despite growth of activity on social media, e-mail lists still deliver the largest base of supporters for organizations. Nonprofits average 149 Facebook fans and 53 Twitter followers for every 1,000 e-mail subscribers
Millennial Giving Trends

• In 2012 40 percent gave $1.00 - $50.00 and 23 percent gave between $51.00 - $100.00 • It’s important to engage this generation through inspiration, monthly giving, transparency and peer-to-peer engagement. • 83 percent of millennials made a financial gift to an organization in 2012

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Summary of Background Research
• Millennials prefer to give through websites, in person, or on their smart phones • 70 percent of Millennials are willing to raise money on behalf of a nonprofit they care about • 45 percent are not afraid to ask family and friends for money when they feel strongly about a cause
Season giving

• Network for Good reported that the average donation amount is much higher during the Holiday Season: in December 2010, the average gift was $142 versus an average of $91 for the year • More than 30 percent of annual giving via Network for Good’s donation processing system is during December • Women of the Baby Boom and older generations give 89 percent more than their male counterparts, Women’s Philanthropy Institute research shows • The average person makes 24 percent of their annual donations between Thanksgiving and New Year’s, according to research from the Center on Philanthropy
Emails

• Frequency of newsletter emails by Non-profits: Monthly – 43 percent, Every Other Week – 17 percent, Quarterly – 16 percent, Weekly – 12 percent • 72 percent of consumers state that they have “deleted email from a marketer that wasn’t relevant” • An increase in emails creates a decrease in unsubscribe rate • Unsubscribe rate increases with increase in time between newsletter emails
Habitat Utah County statistics

• Four homes were transferred during the year to new owners and a total cost of these homes was reported as $800,000. Given these numbers, if total annual giving increases by about $200,000 then the number of homes transferred can increase from four to five • Habitat of Utah County operates on $225,000 in expenditures not directly related to home-building (secondary services including fund-raising)

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Situation Analysis
Habitat for Humanity Utah County is a non-profit organization “dedicated to eliminating poverty housing and homeless in Utah County by building and renovating houses” for people in need. The organization has been successful and seeks to increase the number of houses they build, thus increasing the number of families they assist. In order to accomplish this, Habitat for Humanity Utah County must improve their communication methods with individual donor publics (like millennials 18-35 years-old). There is large population of millennials in Utah County, and they, as a financial resource, have not yet been “tapped” into to the fullest capacity. Habitat is not struggling for volunteer help but financial, so including them in Habitat’s donor base will improve the county’s understanding of what Habitat for Humanity is and aid the organization in achieving its goal of building more homes for those in need. If Habitat for Humanity fails to improve communication with its key publics, it will miss the opportunity to increase financial capacity and help more families in Utah County. There are numerous other charity groups in the area competing for the same monetary resources. Many potential difficulties may arise while pursuing this opportunity including the indifference to donating to Habitat by the millennial public, dispelling myths about Habitat for Humanity and the culture of LDS members of already-consistent giving practices to the LDS church organization. Attitudes are difficult to change, but in overcoming external threats, Habitat will see an increase in donations.

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Core Problem
Habitat for Humanity Utah County wants to garner more financial donations from individuals, and dispel myths about the organization, especially among millennials.

Goal
To increase awareness among and donations from millennials.

Objectives
1. Increase number of Facebook likes from 319 (on November 1, 2013) to 500 by May 31, 2014, then to 800 by December 31, 2014. 2. Increase the number of Twitter followers from 1433 (on November 1, 2013) to 1550 by May 31, 2014, then to 1800 on December 31, 2014. 2a. At least 50 percent of new followers will be individuals (code them as individuals or businesses/organizations based on their twitter handle or profile). 3. Increase the number of “direct” individual donors (non-government employees) from 101 in 2013 to 300 in 2014, by December 31, 2014. 3a. Increase number of first-time donors from 50 percent of individual donors (52) to 60 percent (180) in 2014. 4. Increase number of first-time donors in the first half of the year from 47 in 2013 to 100 in 2014, by May 31, 2014. Collect $10,000 from them (an increase from $6064 in 2013). 4a. Gain repeat donations from at least 65 percent of first-time donors during the year. 5. Enroll at least 75 millennials committed to monthly donations in 2014, with at least 75 percent retention through the end of the year.

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Young Millennials
Messages
Primary Message:

Your donations give poverty-stricken children a home to grow up in and

a future to believe in.
Secondary Messages:

• “Habitat gave me a chance to go to school, and have a place to come home to, that really is a home.” Timmy, 10. • Children affected by homelessness or poverty in housing are most likely to have physical, psychological, and emotional trauma or damage as well as many increased health risks. • Money donated to Habitat for Humanity is first used to cover costs of building homes for families, and then funds are used to cover overhead costs. • In the last 22 years, more than 160 children and 85 adults have been helped in Utah County to have a good home.
Primary Message: When you volunteer to build a home for Habitat for Humanity you can

learn valuable skills for your future.
Secondary Messages:

• If you do not know how to paint, build, sand, cut wood, or other house-building skills, Habiat will teach you • Sign up for a build day at volunteerup.com and searching “Utah County, HFH” under “Organizations” • volunteers must be at least 16 years old • groups of 15 are allowed for each service project build day • to schedule a group, call LeAnn Hillam: (801) 344-8527 • revitalization projects may be able to accommodate up to 50 volunteers • Service and building skills you learn from Habitat can be presented on a resume or in other professional fields in the future

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Young Millennials
Messages
Primary Message:

Thank you for your donation of time and money. It will help families

break the poverty cycle by allowing them to own an affordable home.
Secondary Messages:

• There was a 38 percent increase in children living below the poverty line from 2000 to 2011. • Money donated to Habitat for Humanity is first used to cover costs of building homes for families, and then funds are used to cover overhead costs. • Families that were once on the street, or living in less than appropriate housing, are now living in steady homes, paying mortgages, maintaining jobs, and attaining education to become aiding members in society. • In the last 22 years more than 25 families have been put into homes that they pay the mortgage for. • Families aided by Habitat have a variety of steady, consistent jobs, and children affected are finishing high school, and attending college or trade schools to achieve secondary education and break the poverty cycle in their family.

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Young Millennials
Strategies and Tactics
Strategy 1: Tactics:

To motivate young millennials to donate through events and signage.

• Execute house-building competition on UVU and BYU campuses. • Promote hashtag #MyHabitat and follow @HabitatUC during event by signage • Booths on BYU and UVU campuses where students make announcements about the events and promote social media following • Poster for event hung on UVU and BYU campuses • Digital copy of poster posted on Facebook • Take footage for short Facebook video • Execute gingerbread house kit sales and donations event. • Promote hashtag #homefortheholidays • Take footage for short feature video on Facebook • Promote hashtag #homefortheholidays during “It’s A Wrap” event • Promote hashtag #BlitzBuild and #MyHabitat on Twitter and Instagram • Contact the BYUSA President and UVU Student President and ask them to develop branches of habitat leadership groups in the form of clubs on campus. Promote through signage and social media
Strategy 2:

To motivate Young Millennials after volunteering to donate through personal

communication.
Tactics:

• Bring contact list to building days to collect contact information. Ask for preferred contact median • Send a follow-up email (Email 1) within a week of volunteering with “thank you” and a call to action to donate or volunteer again. • Send 1-page newsletter monthly to all volunteers (Email 2) with a new way to get invloved each time; i.e the ReStore, how to become a Site Host or Crew Leader, open volunteer positions, donation opportunities, FAM Club, and other ways to get involved. • Send end-of-year email (Email 3) with annual report of what Habitat for Humanity accomplished because of their volunteers, with call to action to donate and volunteer in the new year (January 15)

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Young Millennials
Strategies and Tactics
Strategy 3:

Motivate young millennials to encourage peers to donate or volunteer, through

social media.
Tactics:

• Send an email with each video release; Three Phases of Humanity and Kid’s Talk with call to action to like and share on Facebook • Have a raffle for those that donate. Every donor gets his or her name in a raffle, winner gets Habitat for Humanity SWAG. Promote the raffle on social media accounts • Post Kid’s Talk video on Facebook before fundraising event. • Post Three Phases of Humanity video on Facebook before Blitz Build • Ask followers “share” and “like” all videos and promotions • Post and share facts about the people that Habitat for Humanity has helped. • Post facts about poverty and homelessness in the community and the country and how millennials can reduce those numbers.
Strategy 4: Tactics:

To raise money off impulse buy through partnering with community businesses.

• See Campaign Tactics: Business Partnership plan on p. 60 for details • Send “thank you” letter • Promotional poster in businesses’ window • Promotional posts on Facebook and Twitter

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Older Millennials
Messages
Primary Message:

Children are more likely to go on to college and be a good addition to

the work force if they grow up in a house.
Secondary Messages:

• Habitat Utah County helps families with children build an average of four homes a year • Habitat Utah County requires that family heads have a steady source of income and are able to make house payments • Habitat for Humanity has built over 350,000 houses worldwide providing 1.75 million people with homes • A stable home-life affects the well-being of children. • Families apply, qualify and are accepted according to their needs as well as their ability to repay the loan
Primary Message:

Your monthly donations help working families pull themselves out of

poverty housing and into the community where they can contribute to the economy.
Secondary Messages:

• Families pay monthly house payments. Monthly payments go directly into a fund to build more houses . This means small donations from you go further than just one family. • In Utah over 100,000 children live in poverty; one out of ten. • Over 61,000 people in Utah County live in Poverty • Asset poverty, (citizens with very little assets), reduces the amount of money put into our economy and damages a household’s ability to save • Habitat for Humanity has placed 1.75 million people in homes around the world • Occupants are required to pay a mortgage until a designated amount is paid off. Habitat of Utah County requires families have a steady source of income and are able to make monthly house payments • More habitable homes means increased public housing stock

33

Older Millennials
Messages
Primary Message:

Habitat is constantly building homes and needs your support year round.

Secondary Messages:

• Families pay monthly house payments. Monthly payments go directly into a fund to build more houses . This means small donations from you go further than just one family. • More habitable homes means increased public housing stock • Habitat for Humanity of Utah County does not receive funding from Habitat for Humanity International. • A full time employee paid minimum wage makes less than $20,000 a year in Utah, not enough to buy a house • Houses can take 8 - 24 months to complete. They estimate the cost of these homes to be about $185,000 per home • In Utah over 100,000 children live in poverty; one out of ten. • Over 61,000 people in Utah County live in Poverty • Habitat Utah County has built 53 homes, helping 88 adults and 163 children.
Primary Message:

Your donation of time and money helps Habitat to complete its mission

to better the Utah County community and change lives.
Secondary Messages:

• Another opportunity to volunteer your time this year is at the annual Blitz Build during National Volunteer Week • Sign up for a build day at volunteerup.com and searching “Utah County, HFH” under “Organizations” • volunteers must be at least 16 years old • groups of 15 are allowed for each service project build day • to schedule a group, call LeAnn Hillam: (801) 344-8527 • revitalization projects may be able to accommodate up to 50 volunteers • Habitat Utah County has built 53 homes in 22 years helping 88 adults and 163 children. • Four houses were built in 2012, providing affordable housing for • Habitat Utah County’s mission statement is “seeking to put God’s love into action, Habitat for Humanity Utah County brings people together to build homes, communities and hope.”

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Older Millennials
Strategies and Tactics
Strategy 1:

Create awareness of Habitat for Humanity and provide information about how to

volunteer through media outlets.
Tactics:

• Find a popular Utah County “mommy blogger” to sponsor a build and write a post about Habiat. They will have the opportunity to decorate one of the rooms in the house. They can get their followers involved by asking for their opinion on the design and giving them information on how to donate money. • Share youtube videos in media pitches • Share youtube videos with bloggers • Pitch media with fundraising opportunities, particularly student newspapers at UVU and BYU.
Strategy 2:

Generate funds from Older Millennials through community involvement in

fundraising and events.
Tactics:

• Ask for dollar donations at Ace Hardware and named restaurants on page 53 • Send “thank you” letter • Promotional poster in businesses’ window • Align with a local LDS stake to raise money during an annual December fundraiser. Reach out to stake presidents and see if they are looking for a Christmas giving opportunity the entire stake can get involved in. • Execute house-building competition on UVU and BYU campuses. • Promote hashtag #MyHabitat and follow @HabitatUC during event by signage • Have booths on both campuses where students make announcements about the events and promote social media following • Poster for event hung on UVU and BYU campuses, digital copy of poster posted on Facebook • Take footage for short Facebook video • Execute gingerbread house kit sales and donations event. • Take footage for short feature video on Facebook

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Older Millennials
Strategies and Tactics
Strategy 3:

Raise awareness among Older Millennials and encourage them to invite peers to

participate through personal communication.
Tactics:

• Share video on social media platforms, monthly newsletters, and personal website • Personal email from City Mayors (depending on donor’s location). These will consist of Primary and Secondary messages and a call to action to invite friends and family to the Blitz Build day or Fundraising Breakfast event • Send a follow-up email (Email 1) within a week of volunteering with “thank you” and a call to action to donate or volunteer again, and to bring peers the next time • Send 1-page newsletter monthly to all volunteers (Email 2) with a new way to get invloved each time; i.e the ReStore, how to become a Site Host or Crew Leader, open volunteer positions, donation opportunities, FAM Club, and other ways to get involved. • Send end-of-year email (Email 3) with annual report of what Habitat for Humanity accomplished because of their volunteers, with call to action to donate and volunteer in the new year (January 15)

36

Potential Millennial Donors
Messages
Primary Message:

Young: Donating a few dollars to Habitat gives poverty-stricken children a home to grow up and a future to believe in. Older: A monthly donation gives poverty-stricken children a home to grow up and a future to believe in.
Secondary Messages:

• “Habitat gave me a chance to go to school, and have a place to come home to, that really is a home.” Timmy, 10. • Children affected by homelessness or poverty in housing are most likely to have physical, psychological, and emotional trauma or damage as well as many increased health risks. • Money donated to Habitat for Humanity is first used to cover costs of building homes for families, and then funds are used to cover overhead costs. • In the last twenty years, more than 160 children and 80 adults have been helped in Utah County to have a good home.
Primary Message:

Your donations will help families break the poverty cycle by allowing

them to own an affordable home.
Secondary Messages:

• There was a 38 percent increase in children living below the poverty line from 2000 to 2011. • In Utah, over 100,000 children live in poverty, that’s one in ten children • Over 61,000 people in Utah County live in poverty. • Habitat for Humanity has placed 1.75 million people in homes around the world. • Money donated to Habitat for Humanity is first used to cover costs of building homes for families, and then funds are used to cover overhead costs. • In the last ten years, more than 25 families have been put into homes that they pay the mortgage for. • Habitat homes cost approximately $185,000 to build • Donate a few dollars to families in need at www.habitatuc.org/donate

37

Potential Millennial Donors
Messages
Primary Message: When you volunteer to build a home for Habitat for Humanity you can

learn valuable skills for your future.
Secondary Messages:

• If you do not know how to paint, build, sand, cut wood or other house building skills Habitat of Humanity will teach you. • Sign up for a build day at volunteerup.com and searching “Utah County, HFH” under “Organizations” • Volunteers must be at least 16 years old • Groups of 15 are allowed for each service project build day • To schedule a group service project, call LeAnn Hillam: (801) 344-8527 • Revitalization projects may be able to accommodate up to 50 volunteers • When you volunteer with Habitat, you can learn how to paint build, sand, cut wood, and other valuable skills that can help you in your future • Service and building skills you learn from Habitat can be presented on a resume or in other professional fields in the future
Primary Message:

Young: Your donations help working families pull themselves out of poverty housing and into the community where they can contribute to the economy. Older: Your monthly donations help working families pull themselves out of poverty housing and into the community where they can contribute to the economy.
Secondary Messages:

• Monthly donations go directly into a fund to build more houses. This means small donations from you go further than helping just one family. • In Utah, over 100,000 children live in poverty, that is one in ten children. • Asset poverty, (citizens with very little assets), reduces the amount of money put into our economy and damages a household’s ability to save. • Habitat for Humanity has placed 1.75 million people in homes around the world. • Occupants are required to pay a mortgage until a designated amount is paid off. Habitat of Utah County requires families have a steady source of income to make these payments. More habitable homes means increased public housing stock.

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Potential Millennial Donors
Strategies and Tactics
Strategy 1:

To motivate Potential Millennial donors to donate on Habitat’s website through

social media.
Tactics:

• Twitter and Instagram posts from young and older millennials during lunch hour of one build day each build week using hashtag #BuildALife • Twitter and Instagram posts from young millennials during “It’s a Wrap” event with hashtag #homefortheholidays • Twitter and Instagram posts from young millennials during the Blitz Build using hashtag #BlitzBuild • Tweet from Provo City Mayor about renovation happening on Provo City historic house with hashtag #Habitat and #BuildALife and @HabitatUC
Strategy 2:

To motivate Potential Millennial donors to donate on Habitat’s website through

opinion leaders.
Tactics:

• Find a popular Utah County “mommy blogger” to attend a build, mention Habitat in a post and give them the opportunity to decorate one of the rooms in the house. They can get their followers involved by asking for their opinion on the design and giving them information on how to donate money. • Tweet from Provo City Mayor about renovation happening on Provo City historic house with hashtag #Habitat and #BuildALife and @HabitatUC • Contact the BYUSA President and UVU Student President and ask them to develop branches of habitat leadership groups in the form of clubs on campus. Promote through signage and social media

39

Potential Millennial Donors
Strategies and Tactics
Strategy 3: To motivate Potential Millennial donors to donate and volunteer through events

and business partnership.
Tactics:

• Execute house-building competition and mini-house building event on UVU and BYU campuses. • Promote hashtag #MyHabitat and follow @HabitatUC during event by signage • Have booths on both campuses where students make announcements about the events and promote social media following • Poster for event hung on UVU and BYU campuses • Digital copy of poster posted on Facebook • Execute gingerbread house kit sales and donations event. • Take footage for short feature video on Facebook • See Business Partnership plan on p. 60 for details on getting impulese-buy donotations at local hardware stores and restaurants • Send “thank you” letter • Promotional poster in businesses’ window • Promotional posts on Facebook and Twitter • Promote hashtag #homefortheholidays during “It’s A Wrap” event • Promote hashtag #BlitzBuild on Twitter and Instagram
Strategy 4: Tactics:

Influence and inform millennials through university clubs.

• Recruit university students at BYU and UVU to begin clubs, where students can be reached to donate or volunteer • BYU and UVU club presidents can find members of the club to advocate for Habitat and inform other university students • Club members can influence and inform their peers on campus about Habitat • Club members can organize awareness campaigns and events on campus around Habitat campaigns and events • Collection jars on campuses run by clubs

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Calendar
(Inserted pages)

41

Evaluation of Objectives
Objective 1 Criteria: 500 Facebook likes by May 31, 2014 and 800 Facebook likes by December 31, 2014. Tool: Track number of additional Facebook likes at the end of each month until the end of the year. Objective 2 Criteria: Twitter followers to 1550 by May 31, 2014 and 1800 by December 31, 2014. Tool: Total additional Twitter followers quarterly in 2014, making sure we are on track to obtain 1800 by the end of the year. Objective 2a Criteria: Individuals make up at least 50 percent of new followers. Tool: Record Twitter followings as they occur, keep record of individual/business status Objective 3 Criteria: Number of individual “direct” donors in 2014 increased by 200 percent compared to 2013. Tool: Keep track of online donors and total first-timers from comparison of new and old email addresses at the end of each month. Have donors at events fill out a survey that identifies if they have donated to Habitat of Utah County before. Objective 3a Criteria: Increase percent of individual donors that are donating for the first time from 50 percent to 60 percent of all individual donors. Tool: Keep track of number of first time individual donors each quarter and compare it to the total number of individual donors. Objective 4 Criteria: Increase in first-time donors from 47 to 100 by May 31, 2014 and collect $10,000 from them. Tool: Total number of first time donors at the end of each month until May 2014, track how much they have donated as well. Objective 4a Criteria: Sixty-five percent of first-time donors obtained after January 1, 2014 will donate again during the same year. Tool: Track number of repeating, second-time donations made by previously first-time donors. Total at the end of every quarter. Objective 5 Criteria: Commit 75 millenials to monthly donations during 2014, with at least 75 percent retention through December 31, 2014. Tool: Tally committed monthly donors as they agree to commitment, total number at end of each quarter. Track number who opt-out quarterly as well.

42

Campaign Tactics
Social Media Plan
Introduction

This plan’s objective is to inspire Young and Older Millennials to continue to be involved in Habitat and to influence other millennials, who have not had any experience with Habitat, to get involved.

This social media strategy plan will focus on Facebook, Twitter, Instagram and the Blog.

Background Analysis

Currently, Habitat for Humanity’s social media presence includes multiple Facebook pages and a Twitter feed. The multiple pages are for different aspects of Habitat; FAM Club, regular page, friend’s page. They are not combined as to not lose followers in the process of consolidating. Habitat posts often on Facebook and Twitter but the posts are exactly the same and do not get a lot of attention from followers. Visits to the page happen most often between the hours of 11 a.m. and 4 p.m. The most active days are Tuesday, Wednesday and Thursday.
This Social Media Plan

This plan’s objective is to inspire young and old millennials to continue to be involved in Habitat and be an influence to millennials who have not had any experience with Habitat in the past to get involved. Habitat’s social media will target the self-interests of millennials who have already volunteered or donated to Habitat to increase their excitement about the organization. The content is what will peak interest. As they become more involved with Habitat for Humanity they will be more likely to donate money and share content with their peers. Facebook and Twitter can work hand-in-hand to strengthen the reputation of Habitat. The following strategies and tactics will enhance the relationship between Habitat and its publics through more interactive and engaging posts.

43

Campaign Tactics
Social Media Plan
The publics to be focused on in this plan are Young millennials and Older millennials. These are their profiles: Young Millennials • College aged, ages 18-25 years old • Care more that they are supporting a cause that makes a significant difference • They do like to feel like a community of fellow peers • Incentives are important to them, as a direct result of donating funds • Appreciate short, emotional pitches, with small bits of information • Channels of communication (in order): Social media, email, texting and organization’s website • Influentials include peers and affected parties of organization’s social cause. • Goal is to build positive relationship and donate after volunteering Old Millennials • College Grads and young professionals, 26-35 years old • Care more about how donations are used • More likely to donate If a cause changes the community they live in, donate because it’s the right thing to do • Incentives are seen as added bonuses to their altruistic actions • Part of workforce and want to understand impact of brand’s social status and sustainability • Channels of communication (in order): Email, social media, organization’s website, telephone • Influentials are their peers, affected parties of an organization’s cause and leaders of corporations or the community • More steady income than young millennials • Goal is to initiate them to be monthly donors

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Campaign Tactics
Social Media Plan
Strategies and Tactics

The following Strategy and Tactics are overarching themes for all social media platforms. Subsequent tactics are listed for Facebook, Twitter, Instagram and the Blog.
Strategy: Tactics:

Use social media to motivate Young and Older Millennials to donate and volunteer.

• Social Media Editorial Calendar used to plan and execute posts based on key messages • Key Messages: 1. Donate to Habitat to help your neighbors 2. Volunteer with Habitat to be a responsible community member 3. Habitat for Humanity is a reliable organization that puts donations to good use 4. Homes are not given out for free. Families build and pay for them Facebook Facebook will be used to reach both publics. Young millennials are more consistently on social media, but older millennials are active on it as well. They are exposed to high amounts of campaigns and various forms of content while on social media---posts must be concise, include an image and include a call to action. Use the hashtag #BuildALife when relates to post; use it sparingly. Facebook-specific Tactics: • Link Blog to Facebook when blog creates post • Wednesday and Friday posts will have a link to website to donate • Combine Facebook pages. The best way to do this is to invite all the “friends” on the friends page to Like the main Habitat page. This way, those who are truly interested in updates will Like it, numbers may drop, but it will consolidate to a more realistic number of engaged Facebook followers.

45

Campaign Tactics
Social Media Plan
Twitter Twitter is a great way to reach fast moving millennials with short snippets of information. Young millennials will be reached more easily through Twitter. It needs to be different than Facebook. Use the hashtag #BuildALife, #homefortheholidays and #MyHabitat to connect tweets, depending on subject of tweets as stated in tactics of main strategic plan. It is important to direct posts to someone or to an organization whenever possible (using the @ symbol), and to use the hashtag (the # symbol) to connect to other conversations to Habitat’s. Twitter-specific Tactics: • Link Blog to Twitter when blog has new post • “Live-tweet” significant building days through pictures a maximum of twice a month • Tweet a Monthly Giveaway post: a random donor who retweets donation tweet wins a prize • Possible hashtags for general use: #donate, #BuildALife, #home, #build, #service, #Habitat, #homeimprovement, #FaithinHumanity Instagram Instagram can be a great tool for Habitat because what Habitat does is so visual. Pictured can be put on Instagram during building days, at scheduled events, at ribbon-cutting and ground-breaking ceremonies, and many other venues. A couple tactics in the full strategic plan include posting “live-tweets” of builds. This can also include one or two photos on Instagram. Because images may be similar every, it is not necessary to post on Instagram every day. Use popular tags like #photooftheday and #Habitat and link to Facebook page. This will generate more interaction and followers.

46

Campaign Tactics
Social Media Plan
The Blog The Blog should be used for feature stories of families, kids, volunteers, events and other general information, as it currently is. When content is posted on the Blog, it should also be posted on Facebook and Twitter.
Example Posts

Facebook 1. “Did you know that Habitat for Humanity homes have no adverse effect on neighborhood property values? In fact, Habitat houses have proven to increase property values and local government tax income. To find out more about the local Habitat affiliate and what they are doing to improve our community, look online at www.habitatuc.org.” COMMENTS: Great post. It is engaging material that really hits self-interests of knowing how Habitat affects the local community, etc. It is too long though and by actually stating the facts after “In fact…,” it eliminates the need to click the link. This could be rephrased to “Did you know Habitat for Humanity homes actually increase neighborhood property values? Find out how, www.habitatuc.org.” 2. Habitat is currently looking for local homeowners to serve as volunteer family mentors. Mentors help Habitat partner families navigate the home construction and home buying process. 1-2 hour per week commitment plus attendance at monthly meeting. For more information, contact Kena at (801) 344-8527  or [email protected]. COMMENTS: This post is very good information for Facebook. It could be shortened to be more easy to read at a glance, for example, “Mentors needed! If you’re a homeowner, then you’re qualified to help! Partner families need help in the buying and building process, just1-2 hrs/week. For more information, contact Kena at (801) 344-8527 or kena@ habitatuc.org.” Twitter 1. Gift Wrappers needed! Wrap gifts at the Provo Towne Centre over the holiday season and

47

Campaign Tactics
Social Media Plan
help Habitat provide a home for the holidays for a family in need in our community! Sign up at www.habitatuc.org/volunteer. COMMENTS: This is a good post about a service opportunity that many people would be interested in. The problem is that on Twitter it actually cuts off after “provide” and requires the reader to click through to another site to see the entire tweet. This is actually the case with all tweets. It is important to “play by the rules” of Twitter if it is a social media platform for Habitat, which means tweets should never exceed 140 characters. This could be rephrased this to say “Need some holiday spirit? Volunteer gift wrappers needed at Provo Towne Center! Click for more www.habitatuc.org/volunteer #service #BuildALife” 2. Did you know that Habitat for Humanity homes have no adverse effect on neighborhood property values? In (cont) http://tl.gd/n_1rrsb64 COMMENTS: This point is helpful in showing the benefit Habitat gives and helps to clear up any misconceptions and preconceived notions people may have about Habitat for Humanity. It is important to make sure the site links bring people to what they expect to read about. The post could be shortened to “Did you know #Habitat for Humanity homes actually increase neighborhood property values? Find out how at www.habitatuc.org #service #BuildALife” 3. Habitat for Humanity Utah County: http://youtu.be/GWjGLaUqyY0 via @youtube COMMENTS: Tweeting out videos is a good way to reach others who may not have seen it. But when tweeting it’s important to give them an idea of what the video is going to be about. It could be changed to “100 million people homeless? See what Habitat for Humanity Utah County is doing for them #BuildALife http://youtu.be/GWjGLaUqyY0”

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Campaign Tactics
2014 Editorial Calendar
This calendar is a year-long look at weekly post topics. It includes all planned events as well as few additioanl idea topics as examples. Build days (Wednesday-Staurday), are explained on the following page. Week 1 January February March April
Monthly giveaway Habitat’s plan for the year Community Recognition Dinner

Week 2
Monthly giveaway Monthly giveaway Monthly giveaway Blitz Build

Week 3
UVU Indoor 5k

Week 4

Fundraising breakfast Spring cleaning posts House-building events on UVU/ BYU campuses

National Volunteer Week

May June

National Women Build Week How to get involved in summer volunteering Monthly giveaway ULCER Bike Ride Annual Day of Prayer World Habitat Day, October 7

Monthly giveaway Monthly giveaway

July August Septeber Obctober Novemer December

Tour-de-Habitat Bike Ride Monthly giveaway Monthly giveaway Monthly giveaway Monthly giveaway Halloween Thanksgiving Best Christmas light contests Christmas

Monthly giveaway

Gingerbread house kit event That’s a Wrap! event

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Campaign Tactics
Weekday Editorial Calendar
Build Days: Every Wednesday-Saturday. These tactics coincide with the weekday calendar Topics.
Before build days During build Introduce family on Facebook in “family highlight” post progress photos, “Build Moment of the Week,” call for donations and room sponsors, all in conjunction with social media weekly post topics, volunteer highlight invite people to ribbon-cutting, video footage of first reaction to house on Facebook, time-lapse video on Facebook

After builds

This calendar is a list of weekday topics for social media platforms. These are proposed ideas that correlate to event days and tactics throughout the strategic plan. Monday Facebook
Home maintenance/ ReStore Home Maintenance/ ReStore

Tuesday

Wednesday

Thursday Friday
Volunteer Highlight Build Moment of the Week (free day) Build Moment of the Week (free day)

Notes

Family Highlight Interesting with call to donate facts about Habitat, inspirational quotes about mission Ask followers a Posts on pverty question about housing in their “habitat.” Use Utah County #MyHabitat and #habitat, with call to donate to impact a neighbor’s habitat

Twitter

Build day progress photo/ tweets

Search for #Habitat every day and like post. Re-tweet if applicable to UC and mission.

Volunteer highlight

Like and re-tweet Habitat National

Instagram Istagram topics do not need to be planned daily. However, build days shold include at least one photo
of volunteers, the family, the home, etc. Other topics could include events posters, daily activities of staff or photos at the ReStore.

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Campaign Tactics
Editorial Calendar, Additional Topics
This is a list of additional topic ideas to be used on blank weeks of the 2014 Editorial Calendar, or as posts for weekday topics. • Monthly giveaways: a random donor of the first 20 donors is chosen to win Habitat paraphernalia • Time-lapse video of builds • Spring cleaning ideas • Seasonal volunteer opportunities • Habitat Mythbusters, list a myth and “bust” it with facts or quotes • Quotes from helped family members • Post stories or pictures from Habitat National • Landscaping ideas and tips, invitation to landscaping classes • Post a funny pic and have followers caption it. Best caption wins a prize. Do that no more than once a month. • Have followers post the best childhood memories from their homes growing up. Post videos of the family’s introduction to their new house • Monthly giveaway: random donor of the first 100 of the month wins a prize. • For each house that is built, Facebook followers vote on which welcome mat Habitat will gift the family • Ask followers for childhood memories from their youth, especially of their childhood home

51

Campaign Tactics
Gingerbread House Kit Sale Event
Event Synopsis (Nov/Dec)

At the local mall kiosk, we want to sell gingerbread homes for $10 (dependent upon where gingerbread homes are purchased) with all proceeds going towards Habitat for Humanity. By buying a gingerbread house kit, local donors will be truly giving to children in need of a home and love. Families are encouraged to either “sponsor” a kit for a child in need, or purchase a kit for themselves; proceeds will go to Habitat either way. At the time of purchase, the donors will receive a seasonal “thank you note” that they can keep somewhere in their home as a reminder of the charitable deeds they contributed this Holiday season.
Possible Recipients of Kits

• Salt Lake County Girls Group Home & Boys Group Home • South Valley Sanctuary: provide safe shelter and supportive services to men, women and children who have been forced to leave their homes due to the violence perpetrated by a family member • Provo Women & Children’s shelter • The Road Home: The mission of The Road Home is to help people step out of homelessness and back into the community. • Intermountain Primary Children’s Hospital
Timeline and checklist

Six months in advance ☐ Talk to director about current budget ☐ Inquire about potential local sponsors for gingerbread house kits or kisosk costs ☐ Determine who will receive purchased kits and determine number of kits needed ☐ Decide which Gingerbread House kits to purchased, based on budget: • Create a Treat- Contact (905) 458-9666 about purchasing in bulk. ☐ Send chosen vendor Habitat brand packaging

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Campaign Tactics
Gingerbread House Kit Sale Event
Three months in advance ☐ Rent out mall kiosk • University Mall: (801) 224-0694 or email [email protected]. • Costs: From Nov. 1 to Jan 1, it costs $1500 to rent a kiosk. The rest of the year, a kiosk can cost $500 or less. • Provo Towne Center: (801) 852-2400. Call in October/November for pricing. • Riverwoods: (801) 802-8430 • Travers Mountain does not do kiosk sales Two months in advance ☐ Send email out to volunteers with a sign up list through Habitat’s local volunteer list ☐ Confirm with sponsors (if any) on purchase of kits ☐ Purchase kits ☐ Determine what other activities to have at kiosk (if any) and what materials are needed for them • i.e. Extra candy options for a small increase in price, in addition to candy in the kits Three weeks before event ☐ Determine what media to invite ☐ Prepare draft of media alert and press release ☐ Send email to volunteers with a sign up list Two weeks before ☐ Prepare final draft of press releases for local media ☐ Call local reporters and send out media alerts to local news ☐ Secure volunteers for shifts at the mall kiosk ☐ Send a Kiosk Instruction sheet to volunteers ☐ Advertise on Facebook, Twitter, and other social media channels One week before ☐ Finalize agenda of shifts and press coverage ☐ Verify/confirm details with the kiosk at the mall ☐ Send press release 53

Campaign Tactics
Gingerbread House Kit Sale Event
☐ Send email to volunteers with a sign up list ☐ Prepare extra materials; flyers, banner, print FAM club sign-up sheet, print Volunteer sign-up sheet, print Kiosk Instruction sheet Day of the Event ☐ Arrive early with extra materials ☐ Arrange kits and materials at booth ☐ Take pictures and post on social media ☐ Sell, sell, sell! After the event ☐ Habitat sends “Thank You” notes to volunteers and corporate sponsors ☐ Recipients (children, hospital, or families) sends “Thank You” notes to purchasing sponsors ☐ Send press release to local media on how the event went ☐ Bring Gingerbread houses to local children hospitals or group homes for children to enjoy at the Holiday season. December 23. ☐ Take pictures and post on social media

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Campaign Tactics
Mini-house Building Competition, UVU/BYU
Hold mini-house building competitions on UVU and BYU campuses, sponsored by Habitat or, if there is a student Habitat chapter on campus, then by the students. • The purpose of this event is to create awareness and buzz about Habitat to millennials who do not know what Habitat does. • It will involve student volunteers and coordination with student chapters • The competition will be timed. House can be built with legos, wooden blocks, or any other material able to be stacked. • Materials needed would be building materials, candy, two tables, a collection jar or box, a megaphone, a stopwatch and prizes for the winners. This will generate a lot of participants, so a large amount of prizes need to be available. • It is also important to think about how the event will be managed. If it becomes very popular, participants and on-lookers may want a tournament set up between winners. This could get out of hand, so do not allow this to happen. • Also, prizes must be alluring enough to create participation. because incentive is very important to Young Millennials. Another idea is to do this on a larger scale; to build a mini-house with walls and a roof, based on donation amounts. It will represent an actual percentage of a home being built for a current family. (April) • The goal of this tactic is to show millennials (the students) what Habitat can do and be inspired to participate. • This event would involve cooperation from the universities, and a dedicated team for a week. • This event would be a five day process to build a “mini home” on campus. On Monday there would be a foundation laid. Then on Tuesday, walls. Then on Wednesday, windows. Then on Thursday, a roof. Then on Friday, a Habitat information table would be out front of the house, accepting donations and handing out materials. The Habitat logo will be on the building site every day. The house pieces would need to be built previous to the event and put up overnight so students on campus are surprised the following day. • This does not need to be a real house! Just resembling one will be enough to convey our message. Materials can be used from the ReStore. A practice assembly will be necessary.

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Campaign Tactics
Emailing with Mail Chimp
One of the best methods to use in order to send newsletters by email is Mail Chimp. The first 2,500 emails are free to send and easily customizable. Mail Chimp emails are automatically adjusted for mobile phone users. Setting up a free account: 1. go to the URL http://mailchimp.com/ and sign up for free 2. Fill in the necessary information 3. Select create a campaign and follow the tabs through the creation process. 4. When finished make sure to send a test email to yourself before sending it out 5. You’re done! Concise and consistent emails serve as a strong way to not only inform volunteers and donors but to keep them involved with Habitat for Humanity. Long newsletters and emails are mentally tiring and a strain on readers. Focused bits of information will increase readership and, as a result, people involved.

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Campaign Tactics
Email 1 Draft
“Thank you” for volunteers (one week after they volunteer)

Thank you so much for coming to volunteer with Habitat for Humanity Utah County! All of the effort you put in will help a family to have a home! We love our volunteers and you are always welcome to come and volunteer again whenever we have open positions. In the meantime, check out other ways you can get involved with Habitat to help solve homelessness in Utah County! The ReStore Habitat for Humanity runs two ReStores in Utah County, one in Orem and one in Spanish Fork. We are always taking donations of any kind! Our ReStores are available to the public, so no matter what your project is, come and check out the ReStore for all of your needs! Donate new or gently-used household items such as sinks, doors, windows, flooring, paint and furniture. For a complete list and more information on how to help at the ReStore visit www.habitatuc.org/donate/restore      Like the ReStore on Facebook for the latest ReStore updates.

FAM Club Habitat for Humanity runs a FAM Club, which stands for Five Dollars A Month. Members of our FAM Club donate five dollars a month to aid in our mission to stop homelessness in Utah County. Being a part of the FAM Club also gives you special offers and promotions you can’t get anywhere else! Or, just donate when you want! For more information, visit www.habitatuc.org/donate Habitat for Humanity Utah County has a place for everyone, if you have any questions or comments, please reach out to us. We love our volunteers and we value your role in helping our mission become a reality! Thank you for your hard work and service!

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Campaign Tactics
Email 2 Template
Monthly Newsletter Email (one page)

These seasonal emails will be sent out once every month, on the same day at the end of the month. The main purpose is to connect with volunteers and donors by sharing Habitat for Humanity’s monthly progress. This is also a great chance to allow volunteers and donors to connect with Habitat for Humanity families on a personal, emotional level. Layout: Progress: This section includes a seasons greeting, a review of the quarterly progress (houses built, money raised, anything important accomplished) and ends with an expression of gratitude for the support. Goals: Layout goals, both financial and building. Highlight the need for more donations and volunteers. Also include how this will help certain families (the more specific the better). Make sure it is clear how audience can help and what the results of their work will be. Family Highlight: Have emotional stories about specific families that received homes or will receive homes. The more emotional the stories and quotes are the better. Upcoming: Include detailed descriptions and dates related to upcoming events. A positive, fun tone is important to persuade readers that this is actually something they might enjoy. Social Media: Include a very succinct social media plug; social media followers ensure an easy way to reach people.

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Campaign Tactics
Email 3 Template
Year-end Email (one page)

This email is sent out once a year and is a slightly more comprehensive version of the quarterly email. Instead of focusing on connecting with readers this email should serve as an informal report of the year and a “thank you” for their help. It should include quantifiable data and reports on projects past, present and future. Layout: Introduction: A brief message of gratitude and hope from Habitat for Humanity management Families Helped: How many families were helped and information about them (names, how their life has changed, maybe a quote of thanks from them). This should be very concise and can be in bullets. Houses Built: How many houses have been built and where (which cities in UT) Total Volunteers: Numbers about how many people volunteered and how many man hours they put into Habitat for Humanity Other: This can include any other types of quantifiable data you feel would be of interest to readers. This section can include cost of donated materials, money saved from labor etc. Current Projects: A short update on the process of current projects and how much more is left to finish them Future Projects/Goals: What are you planning on building and accomplishing in the next year? What is the projected need from volunteers and donors? Family Follow-ups: This can include a couple of brief good moments/highlights from Habitat for Humanity families. This news should be relevant to their new or future homes Conclusion: End with a heart-felt wrap up of the year. This is section that emotional involves the readers and makes them feel like they are part of a special community.

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Campaign Tactics
Business Partnership
The purpose of this tactic is to partner with local businesses that have high foot traffic or have high relevance to Habitat for Humanity, to ask for “impulse” donations at a cash register. The four businesses we contacted were JDawgs, Lowes, Home Depot and Ace Hardware. JDawgs was interested in partnering with a local business, and the owner’s email was given. The instructions given were to type up a proposal for him to review, then he would decide for if it was something he wanted to do and how they would do it. His email is [email protected] and his name is J. Ace Hardware’s are privately owned and operated. We spoke with the Ace on Orem Center St. They have done fundraising in the past, and Bill the Store Director would be in charge of coordinating it. Call 801-224-3620 and ask for Ace Hardware, and then ask for Bill the Store Director. He can proceed in discussing and coordinating a fundraising event. Lowes does not partner with other home building organizations because they have their own similar volunteer and donation programs. Home Depot never asks customers to donate money, and was not open to discussing fundraising opportunities. Experiment with JDawgs to measure the success of the tactic. If it generates a significant amount of funds, then continue the tactic and expand to other business like In-N-Out, BamBam’s and other restaurants millennials visit.

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