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

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Explanation of Public Profiles 21 Campaign Publics 22 Summary Bullet-points of Background Research

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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

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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 Face-

In research done by blackbaud.com, there

book. Although Twitter’s growth rate was much

is an overall trend of increased online giv-

larger, organizations continue to have a greater

ing with a 11 percent increase in 2012. It

social media presence on Facebook, which re-

accounts for approximately eight percent of

mains the most popular social media platform.

all donations within a year and

graph 1: Profitability of Direct Social media fund-raising

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,

social media, e-mail lists still deliver the larg-

fund-raising from email mailers account-

est base of supporters for organizations. The

ed for one third of all online fund-raising,

report estimates that nonprofits average 149

however, email response rates are decreasing

Facebook fans and 53 Twitter followers for

every year--down 21 percent in 2012 for

every 1,000 e-mail subscribers.

fund-raising messages and down eight percent for advocacy messages.

Season Giving

According to research from the Center on When it comes to channels of online com-

Philanthropy, the average person makes 24

munication, Twitter and Facebook both saw

percent of their annual donations between

increases, but Twitter highly outperformed

Thanksgiving and New Year’s, while Network

Facebook in 2012. Nonprofits in 2012 saw

for Good reported the average donation

Twitter growth of 264 percent in 2013 in

amount is much higher during the Holiday

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Background Research External Environment Season: in December 2010, the average gift

expenditures must be weighted according to a

was $142 versus an average of $91 for the year

strategy that maximizes those who are giving

previous.

now.”

Blackbaud reported 20 percent of giving happens in December. The next most pop-

The study also found that 18-24 year olds give

ular months are September (8.8 percent),

equally through the mail and online. They

April (8.6 percent), October (7.7 percent) and

are more likely to donate on a regular basis

March (7.7 percent).

if they agree with the values of the organization, if the organization is transparent, and

Online donor types

if their friends and family encourage them

The study “Heart of the Donor, Insights into

to support. An increasing amount of millen-

Donor Motivation and Behavior for the 21st

nials are willing to donate monthly. A study

Century,” done by Russ Reid in 2010, shows

done by Eleventy Marketing Group found

that the “most valuable” (those who give the

that 52 percent of millennials said they would

greatest amount most often) are seniors and

be interested in monthly giving and in 2012

baby boomers, those aged 70 years old or

63 percent actually gave a financial gift to a

older. This group’s primary channels of giving

non-profit organization. They are more likely

are through the mail. They give three times

to give to organizations that are transparent

more than those in the 18-24 age group (mil-

and back genuine causes.

lennials), 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

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

Background Research External Environment Another finding in this study suggests that

themselves as being on a relatively low social

donors want, more than anything else, value

rung were consistently more generous with

for their money. They are more likely to

limited goods than upper-class participants

support an organization that spends more

were. However, when both groups were ex-

on fund-raising and brings in more money

posed to a sympathy-eliciting video on child

to help the cause, than an organization that

poverty, the compassion of the wealthier

spends little on fund-raising but raises less

group began to rise, and the groups’ willing-

money. Twenty-eight percent would opt for

ness to help others became almost identical.

efficiency over effectiveness.

This may suggest that exposure to need drives generous behavior. Therefore, the isolation of

Wealth

wealthy Americans from those in need could

Research performed on the correlation of

be a cause of their relative stinginess.

wealth with an increase in unethical behavior showed wealth affects not only how much

This view is supported by a recent study by

money is given but to whom it is given. The

The Chronicle of Philanthropy, in which

poor tend to give to religious organizations

researchers analyzed giving habits across all

and social-service charities, while the wealthy

American ZIP codes. Consistent with previ-

prefer to support colleges and universities,

ous studies, they found that less affluent ZIP

arts organizations, and museums. In 2012,

codes gave relatively more. The researchers

not one of the top 50 individual charitable

also found differences in behavior among

gifts went to a social-service organization or

wealthy households, depending on the type

to a charity that principally serves the poor

of neighborhood they lived in. Wealthy

and the dispossessed. More large gifts went to

people who lived in homogeneously affluent

elite prep schools than to any of our nation’s

areas—areas where more than 40 percent of

largest social-service organizations, including

households earned at least $200,000 a year—

United Way, the Salvation Army, and Feeding

were less generous than comparably wealthy

America.

people who lived in more socioeconomically diverse surroundings. It seems that insulation

In a series of controlled experiments done by

from people in need may dampen the chari-

Paul Piff, a psychologist at UC Berkeley, low-

table impulse.

er-income people and people who identified

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Background Research The Industry According to the Nonprofit Quarterly, total

Another social cause that receives large sums

contributions for the US, as of August 2012,

of money are universities or prestigious mu-

is $135.8 billion with a median contribution

seums. People feel connected to these uni-

of $2,564. Donating patterns for the United

versities in particular, grow up, make money,

States as a whole can be seen on the graph as

and then want a building named after them.

follows: “The American Red

graph 3: Donating patterns in the U.S.

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

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

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

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

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

did something worthwhile.

think that their contribution was necessary

10. Upbringing - People who were raised in

and sufficient for the success of a fund-raising

charitable families are more inclined to follow

campaign.

the family footsteps when it comes to giving.

2. Being asked - It’s very simple, but people

11. Time of the year - Holidays and the end

need to know that they’re personally invited

of the year before tax season are times when

to contribute.

donors are motivated to contribute.

3. Guilt - People start to feel bad if they’re in

12. Guaranteed success - Knowing that a goal

a position to help but don’t act on opportuni-

will definitely be reached eliminates uncer-

ties.

tainty and makes it easier to contribute.

4. Compassion - Seeing campaigns that need

13. Campaigns in the news (Japan, Haiti) -

support can trigger an emotional response,

Hearing about a specific fund-raising cam-

especially if the donor feels attached to the

paign whenever a TV or radio is turned on,

recipients of a particular campaign.

a newspaper is opened, or a website is loaded

5. Transparency - Donors are more likely to

keeps the cause in the minds of potential

give if they know exactly where their money

donors.

is going and how much of it will get passed

14. Peer pressure – People are compelled to be

along to the cause.

a part of what their friends are involved in.

6. Urgency – When time is running out, indi-

15. Celebrity endorsement – By contributing

viduals feel more pressure to give.

to campaigns that are championed by celebri-

7. Recognition - Having a good deed made

ties, donors feel like they’re more connected

public can have an impact on how people

to their favorite stars because they’re support-

view the donor in a positive way.

ing what they care about.

8. Simplicity - Campaigns that have clear and

16. Ability to influence others - A contribution

straightforward goals are easier to understand

from one person can result in untold contri-

and support.

butions from their network.

9. Euphoria - Making a difference makes a supporter feel good because they know they

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Background Research Habitat for Humanity Utah County Habitat for Humanity of Utah County does

Building

not receive funding from Habitat for Hu-

Houses can take 8 - 24 months to complete.

manity International. In fact, each affiliate

They estimate the cost of these homes to be

of Habitat International pays a yearly sum of

about $185,000 per home in their strategic

money to headquarters; about ten percent

plan. The 2012 financial record shows four

of annual funds. It is also common to have

homes were transferred during the year to

affiliates financially support each other. This

new owners and a total cost of these homes

allocation of funds is an important part of the

was reported as $800,000. Given these num-

Habitat business model, and affiliates have

bers, if total annual giving increases by about

been dismissed in the past because they did

$200,000 then the number of homes trans-

not pay.

ferred can increase from four to five. Between its official affiliation in 1991 and the report in

Local Operations

2010, the Utah County Habitat had complet-

According to the 2012 Habitat for Humanity

ed construction (or renovation) of 41 homes

audit report, the Supplemental Schedule of

- benefitting 68 adults and 139 children (as of

Functional Expenses, the salary paid to the

2010). That number has increased since then

fund-raising person was $48,000 and they

to 53 homes, 88 adults and 163 children.

had a $25,000 fund-raising program budget to work with. The total expense for support

Funding to Habitat for Humanity

services (general management and fund-rais-

sides donors)

(be-

ing activities) was about $225,000 in 2012. The most recent business plan adopted by the According to the 2009 strategic plan, an

Habitat Utah County board of directors in

anticipated $650,000 was required for annual

2009 lists the following as expected sources of

salaries/benefits/operations expenses, which

revenue:

includes salaries of builders. The total sala-

21%  Government, 20%  ReStore,

ries paid to builders in 2012 were $350,000

16%  Individuals, 15%  Corporations/

and total salaries and benefits paid was about

Businesses, 13%  Foundations/Grants

$468,000 for the year. This gives a pretty good

6%  Mortgage Payments, 4%  Other

estimate of the operating costs as salaries and

Sources, 2%  Events/Misc. Activities   

homes transferred were their largest cost.

2%  Gifts in Kind, 1%  Churches.

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Background Research Habitat Utah County Corporate Donors The Habitat Utah County website publicly

Foundation, Far West Bank, Federal

identifies the 15 percent portion coming from

Home Loan Bank, Gardner & Associ-

corporations/business as “community part-

ates, Hunter-Douglas, Kennecott, Nestlé,

ners.” The website states:

Orem Owlz, Ray & Tye Noorda Founda-

Consistent financial support is provided

tion, Raymond James, Symantec, UCCU,

by: Adobe Software, Ally Bank, Ashton

Utah Association of Realtors, Vivint,

Family Foundation, Bank of American

Wells Fargo Bank, Whirlpool and Zion’s

Fork, Cascade Shadows Nursery, Cen-

Bank.

tral Bank, Community Action, Eccles

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Background Research Habitat Utah County Promotions FAM Club

Events

Habitat for Humanity Utah County attempt-

Habiat holds several events throughout

ed a monthly donation club called the FAM

the year. The following list comprises these

Club, which was started in 2010. This did not

events.

resonate with targeted individual donor pub-

Volunteer and Community Recognition

lics of millennials, current donors and pro-

Dinner – February

spective donors. The promotion is that 20,000

Fundraising Breakfast – March/April

people in Utah who donate $5 a month will

Blitz Build – April/May

make it possible to build 12 homes a year

National Women Build – first week in

as compared to the current number of 4-5

May

homes a year. It did not generate the finan-

ULCER Bike Ride – August

cial support from individual donors as was

Annual Day of Prayer – September

hoped. About 40 people signed up at the

It’s a Wrap, gift wrapping– December

beginning, but only a few are still signed up. Social Media

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 chari-

tions in Utah County vying for donations and

ties and non-profit groups attempting to get

volunteers. These organizations and others

residents to donate. A Child’s Hope Foun-

like them are the biggest threat to Habitat for

dation, American Leadership Academy, C.S.

Humanity when it comes to fund-raising and

Lewis Academy and Community Action Ser-

obtaining other help.

vices and Food Bank are just a few founda-

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Background Research Emailing Email Frequency

an increase in emails, there was a decrease

According to the 2011 Nonprofit Communi-

in the unsubscribe rate. According to data

cations Trends Report, nonprofits send emails

released last year from MailChimp and

with the following frequencies:

HubSpot, organizations that send emails only

Monthly – 43 percent

once per month have a 78 percent higher

Every Other Week – 17 percent

unsubscribe rate than those that send 12 a

Quarterly – 16 percent

month. The unsubscribe rate drops signifi-

Weekly – 12 percent

cantly when the email frequency is increased to anywhere between one and six times per

While most research showed the majority of

month and rises with an increase of time

companies send newsletters once a month,

between emails (for example, sending them

we did find research that showed that vwith

quarterly).

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 re-

More infrequent emails will hurt chances to

search in how to keep newsletter email con-

grow an email list. Irrelevant information

tent relevant:

also hurts chances. According to ClickZ, 72

1. Segment your audience and messages

percent of consumers state that they have

2. Send emails on same day of every

“deleted email from a marketer that wasn’t

month

relevant to me,” 69 percent of consumers state

3. Send emails (not newsletters) at time

that they have “deleted email from a marketer

of significant event(s) during a month,

because I get too much email from them,”

4. Keep newsletters short but keep conti-

66 percent of consumers state that they have

nuity of topics covered

“unsubscribed from email that I had opted

5. Make newsletters “user friendly” and

into, because it wasn’t relevant.”

easy to read 6. Send between 8-10 a.m. or 3-4 p.m. (getresponse.com) 7. Use tracking device, i.e. MailChimp

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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

The following is taken from The Millennial

a thank you should match the importance

Impact Report, and describes “assurance of

of the gift to the donor and organization.

impact:”

Alternate gifts can be given, even so far as a

When asked what would most motivate

thank-you visit, phone call, or a note from

them to give, 54 percent of survey respon-

the CEO or board chair

dents (Millennial Impact Report) said they would respond once they understood how

Certain attempts to attract donors with

their gift would make a difference. Thus

physical benefits or rewards are typically

young people want to understand the spe-

not beneficial to a nonprofit’s long-term

cific impact their gift will have; research also

strategy. Tangible rewards, although some-

indicates that a major pet peeve for millen-

times profitable, do not build donor loyalty.

nials is when they don’t know where their

Research has found that donors will move

money is going.

on to different nonprofit as soon as a reward

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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How young people discover charities

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

becoming Democrats as they grow older.

The following paragraphs are a synthesis of research done on millennials by the Spring 2013

Young adults in this generation have lower

research class for Feed the World Foundation.

than average wealth because they are still es-

In research performed by Dr. Mark Callis-

tablishing themselves and starting to make

ter’s research class in the Spring of 2013,

money. They are interested in supporting

millennials are described as “… impatient,

nonprofits, possibly through donations,

experimental learners, digital natives,

but some are skeptical towards donating

multi-taskers, and gamers who love the

because they think they need the money

flat, networked world and expect nomadic

for themselves. They are usually saving for

connectivity, 24/7.”

major life events like weddings or trips.

Also known as Generation Y, the Millennial

After millennials have graduated and at-

Generation includes anyone born from the

tained steady jobs they are more willing to

early 1980s to the early 2000s. Millennials

consider donating consistently. Until then

are currently in school or starting careers.

they try to find other ways to donate like

This public is characterized by high expecta-

taking things to Goodwill or volunteering

tions, less need to conform and a preference

their time. Some would rather give time,

of learning through doing. They expect

creativity and ideas than money. Through

things as instantly as they want them and

engaging this way they feel they are part

have no tolerance for delay.

of the cause and will likely be involved for longer.

Known for not reading directions, they like to keep flexible schedules and expect other

Social causes are an interest; this public

people/ institutions to give them flexibility

chooses brands for image and appreciates

as well. This flexibility is due to the fact that

brands that are attached to causes. They like

they are always looking to take advantage

charities that offer positive acknowledge-

of better options. They embrace technology

ment, live through example, and speak for

more than any other public and communi-

themselves. Once they latch on to a specific

cate mostly mobily through instant mes-

charitable organization, they are hard to

saging and social media. Large amounts are

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

and are motivated because “it’s the right

that have the same views because personal

thing to do.”

identity is related to donation preferences. They give more randomly, quickly and emo-

They need transparency and want to know

tionally than previous generations.

exactly what kind of impact their donation will have, sometimes they almost even want

The millennials in Utah County are re-

to choose whose life they are making a dif-

ligiously connected and accustomed to char-

ference in. Recognition of donation is highly

itable behavior. Most already pay tithing to a

valued by this public.

church, giving is part of their lives and they are motivated by altruism. They want to

Another thing that motivates this public is

help and believe in a cause. Their charitable

social standards. If they have friends that

giving is not limited to formal organizations;

volunteer regularly, their volunteering habits

they draw connections between charity and

will be strongly influenced. They are moti-

everyday kindness. A recent study reported

vated to gain new skills and become more

that 42 percent of young Americans give

appealing to colleges and employers.

to “whatever inspires them at the moment”

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Background Research Explanation of Public Profiles There are four millennial publics deter-

conviction of money going to a good cause

mined by the Spring 2013 research for Feed

and trustworthy organization. Want to

the World: The Spiritual Givers, the Not-Yet

donate once their financial situation has

Theres, the Young professionals/Consistent

cleared up. Think that charities should live

Givers and the ‘Uber’ Givers.

by example, and that the charity should speak for itself. Most of this public are col-

The following describes each group specifically,

lege students, age 18-24.

but for this strategic plan, we have combined The Spiritual Givers with the Not-yet-Theres,

The Young professionals/Consistent Givers

and the Young professionals/Consistent Givers

Graduated and have a steady job, now

with the ‘Uber’ Givers. We feel their self-in-

willing to consider donating. They donate

terests and channels of communication are

because it is the right thing to do. They do

similar enough to effectively reach both groups

not need reminders, select a few dedicated

by focusing on them as one.

organizations to donate to. Latch on to these organizations and are harder to persuade

The Spiritual Givers

to a new one. Optimistic and open to social

Still establishing themselves, often have just

causes and Brand effect. Align their pas-

started to make money. They are wary of so-

sions and concerns with certain charities

liciting. They desire a positive acknowledge-

that have the same views. Age 31-35.

ment for giving, and research their charities carefully. They choose brands for the cause

The ‘Uber’ Givers

represented and the brand images. They like

Religiously connected; accustomed to

social causes. Age 25-30.

charitable behavior. Tithing to a church, tax deduction benefits, gifting is part of their

Not-yet-Theres

lives. They are a part of the workforce and

They lack finance, think they need the

want to understand the total impact of a

financing themselves, focus on major life

brand’s social status and sustainability. They

events instead of donating (weddings, trips).

don’t ignore business standards. Age 30-35.

Skeptical towards donating. Usually find other ways to donate: clothing or books to Goodwill or Salvation Army. Need most

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Background Research Campaign Public 1: Young Millennials For our campaign, we are using three millen-

young millennials’ minds. They appreciate

nial groups; young millennials, older millen-

short pitches that contain pertinent infor-

nials and potential millennial donors.

mation for them to base donation decisions on (because they are used to short commu-

Young Millennials

nication on social media) and are drawn to

College-aged; 18-25. Use social media often,

emotional messages.

are influenced by people their age and in certain circumstances. They have volunteered or

Channels of communication are first social

donated to Habitat in the past. They are not

media, second email, third texting and fourth

as worried about the use of their money as

an organization’s website. Influentials in-

older millennials but want to be assured they

clude Habitat’s families and volunteers whose

are supporting a cause that makes a difference

stories are shared, peers (including those who

in society at large. They are not as worried

share positive experiences online) and affect-

about immediate community as they are

ed parties of the organization’s social cause.

concerned about going out into the world and making a difference. However, they do like

Because young millennials have a low month-

feeling a part of a community of fellow peers.

ly income, they are not very likely to donate

Incentives are important to young millennials

on a monthly basis. However, they have prior

and they desire instant gratification for their

experience with Habitat and will be more apt

“altruistic” actions.

to volunteer or donate again. For this plan, the goal is to receive a repeat or initial dona-

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They see incentives as part of the direct result

tion in order to establish a positive relation-

of donating funds--it will solidify a long-term

ship for the future. They will help us accom-

positive perception of the organization in

plish objectives 1-4.

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

College grads and young professionals; 26-35.

of a brand’s social status and sustainability.

They have had previous experience with Hab-

Their channels of communication are first

itat. They are more worried about how their

email, second an organization’s website and

donations are used than Young Millennials

social media and third, the telephone, if they

and will donate if they trust the cause and

give out their information.

see it as worth-while for the community. If it changes the community they live in, they are

Influentials include Habitat, Habitat fami-

more likely to donate.

lies whose stories are shared, their peers and leaders of corporations or the community.

Emotional ties to a cause are important to Older Millennials, but they donate most

They have a more steady income than Young

often because “it’s the right thing to do.” They

Millennials because they are young profes-

are not looking for an immediate return on

sionals, most often with young families. The

investment of their donation but trust the

goal in this plan is to get repeat donations

organization to use their money well--to send

and initiate them to be monthly donors. This

it to those in need and not be recycled back

public will help us accomplish all our objec-

into the organization itself.

tives, especially 4 and 5.

Incentives are seen as added bonuses to their altruistic actions, not necessarily the direct

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

include their peers who share positive expe-

This public consists of Young and Older Mil-

riences online and Habitat families whose

lennials who have not volunteered, donated

stories are shared.

or are familar with Habitat. They need to be made aware of its mission and be convinced

For this plan, the goal is to receive initial

to participate.

donations in order to establish a positive relationship for the future. They will help us

Channels of communication are the same

accomplish all our objectives.

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:

To motivate young millennials to donate through events and signage.

Tactics:

• 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:

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

Tactics:

• 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

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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)

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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

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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

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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:

Influence and inform millennials through university clubs.

Tactics:

• 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)

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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.

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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.

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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:

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

Tactics:

• 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.

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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.

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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

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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

Week 2

January

Habitat’s plan for the year

Monthly giveaway

February

Community Recognition Dinner

Monthly giveaway

March April

Monthly giveaway

Week 3

Week 4

UVU Indoor 5k

Monthly giveaway

Fundraising breakfast

Blitz Build

Spring cleaning posts

House-building events on UVU/ BYU campuses

National Volunteer Week

May

National Women Build Week

Monthly giveaway

June

How to get involved in summer volunteering

Monthly giveaway

July

Monthly giveaway

Tour-de-Habitat Bike Ride

August

ULCER Bike Ride

Monthly giveaway

Septeber

Annual Day of Prayer

Monthly giveaway

Obctober

World Habitat Day, October 7

Monthly giveaway

Halloween

Monthly giveaway

Thanksgiving

Novemer December

Monthly giveaway

Gingerbread house kit event

Best Christmas light contests

Christmas

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

Introduce family on Facebook in “family highlight”

During build

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

After builds

invite people to ribbon-cutting, video footage of first reaction to house on Facebook, time-lapse video on Facebook

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

Tuesday

Wednesday

Thursday Friday

Facebook

Home maintenance/ ReStore

Family Highlight Interesting with call to donate facts about Habitat, inspirational quotes about mission

Volunteer Highlight

Build Moment of the Week (free day)

Twitter

Home Maintenance/ ReStore

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

Build day progress photo/ tweets

Build Moment of the Week (free day)

Volunteer highlight

Notes

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

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

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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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