Accenture Innovation ChallengeHabitat for Humanity International (HFHI)
Case Exhibits
Copyright copy 2017 Accenture All rights reserved 2
Disclaimer
The materials provided are for use in the Accenture Innovation Challenge only and shall not be duplicated used disclosed or distributedmdashin whole or in
partmdashfor any purpose other than for the Accenture Innovation Challenge The data subject to this restriction are contained in all sheets of this document
3
TA B L E O F C O N T E N T S
SECTION ONE
The Volunteer LandscapeThe Millennial Volunteer
SECTION TWO
Volunteering at HabitatEngagement Opportunity for Millennials
SECTION THREE
Marketing amp Brand Habitatrsquos Communications
4
SECTION ONE
The Volunteer Landscape
Copyright copy 2017 Accenture All rights reserved 5
The Volunteer LandscapeThe Millennial Generation Overview
bull Most racially diverse generation in US historybull Entry into careers and homeownership has been badly set by back the Great Recessionbull Embrace multiple modes of self-expression including social networking tattoos piercings
posting videos online bull Faith is more private they are the less overtly religious American ndash yet they pray as often as
their elders did in their youthbull Place parenthood marriage and helping other in need far above career and financial successbull Tend to live under their parents roof or have lsquoboomerangedrsquo back to their parentsrsquo home bull Believe that families have a responsibility to have an elderly parent come and live with them
The Millennial Generation
Resources about millennial volunteersbull The Millennial Impact Project
bull Pew Social Trends
bull Barronrsquos How Millennials are Changing the Face of Philanthropy
bull Millennials are actually more generous than anybody realizes
bull Volunteer Engagement 20
bull Generational Differences in Philanthropic Giving
Copyright copy 2017 Accenture All rights reserved 6
The Volunteer LandscapeHabitat Target Profiles
Successful Doers and Worldly Idealists ndash particularly younger generations ndash are most aligned with Habitatrsquos future work as the current generation of lsquocontent traditionalistrsquo donors matures
12
28
46
12
HFHI AudienceSUCCESSFUL
DOERSCONTENT
TRADITIONALISTSWORLDLYIDEALISTS
SOCIALINFLUENCERS
SHOWYSTRIVERS
bull Hands-onbull Hardworkingbull Believe people
need to work hard to help themselves
bull More likely to have advance degrees and higher incomes
bull Conservativebull Traditionalbull Faith is a driving
forcebull Skew older and
lower-income
bull Globally- awarebull Not religiously
drivenbull Younger students
OR older and retired
bull More likely to have advance degreeshigh incomes
bull Passionate and actively involved
bull Enthusiastic catalysts with in their social circles
bull Adventurousbull Skew younger
bull Believe people get what they deserve in life
bull Believe money is the best measure of success
bull Like to get credit
Showy Strivers Social InfluencersContent Traditionalists
Worldly IdealistsSuccessful Doers
Younger Worldly IdealistsSuccessful Doers
Social Influencers
Older Worldly IdealistsContent Traditionalists
LEAST ALIGNED WITH HABITAT
60-70 OF CURRENT DONORS
MOST ALIGNED WITH HABITAT
NEXT GENERATION OF DONORS
M i s s i o n A l i g n m e n t
D o n o r M a k e u p
Copyright copy 2017 Accenture All rights reserved 7
The Volunteer LandscapeMillennial Volunteer
Volunteerism rates among millennials are similar to older generations ndash millennials just volunteer in different ways
Millennials engage with causes to help other
people not institutions
Millennials are influenced by the
decisions and behaviors of their peers
Millennials treat their time money and
network as having equal value
Millennials can connect to a cause without
having to be on site
The responsibility lays with organizations to inspire and show Millennials how their support can make have a
tangible effect Organizations should be a conduit of causes
rather than the causes themselves
Millennials prefer to learn about volunteering
opportunities through their peers Social technology and self-organized groups are the beginning and higher levels of engagement can branch out of initial peer influence
Millennials consistently view both their network and their voice as two additional types
of assets they can offer a cause Aided by technology
an individual who donates hisor her voice may still give skills time and money
Millennials have notably grown in their desire for
imagery and video They use these media elements to
vicariously experience the need Visuals must focus on the story behind the cause
Causes Peers Assets Virtual
Source A Generation for Causes
Copyright copy 2017 Accenture All rights reserved 8
The Volunteer LandscapeBarriers to Volunteering
Four key barriers to volunteering can discourage millennials from assisting nonprofits
Cause lacks connection to individuals seeking
assistance
Lack of like-minded people involved in the
cause
Limited opportunities to enhance their expertise
Only long-term commitments or on-site
ways to get involved
A lack of focus on the content of the cause and not the organization can prevent
Millennials from feeling and experiencing the cause and
connecting to the individuals seeking assistance
Millennials rely on social media for connecting with their networks about their
participation in causes and view volunteer opportunities as a way to socially connect
with like-minded peers
Whether technical skills networking or leadership
experience 46 of millennials sight lsquoexpertisersquo as the top motivator for getting
involved in a cause
The majority of Millennial volunteers and donors seem
to enter a cause by first completing smaller actions or
sporadic work rather than making a long-term
commitment
Causes Peers Assets Virtual
Source A Generation for Causes
Copyright copy 2017 Accenture All rights reserved 9
The Volunteer LandscapeVolunteer Value Proposition for Millennials
While millennials and earlier generations give differently they both want to have a positive impact on the world
MILLENNIALS BOOMERSSHARED
Value self-expression a balanced lifestyle meaningful work resiliency positive reinforcement and social responsibility
Eager to drive change around the world
Create thechange they want to see in the world
Value optimism teamwork work ethic personal gratification and success
Embrace a consensual collegial leadership style team work and in-person meetings
Motivations
More likely to support international causes childrenrsquos charities and human rights
Want to connect with people
More likely to support local social services and give to help to the poor help themselves
Causes
Crowdfunding and mobile giving appeals more to millennials
With a connection will give a high levels
Donate through the workplace or at the motivation of supervisors and colleagues
Channels
Source Generational Differences in Philanthropic Giving
10
SECTION TWO
Volunteering at Habitat
Copyright copy 2017 Accenture All rights reserved 11
The Volunteer Experience
Click on the Images to view the videos
Copyright copy 2017 Accenture All rights reserved 12
Habitat Youth Programs
There are multiple entry points for millennial volunteers to connect with Habitat for Humanity
bull Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
bull Over 500 high school and college campus chapters are student organized and student lead groups providing the opportunity for millennials to connect socially learn amp develop skills and make a difference in their communities
bull Collegiate Challenge and Learn amp Build Experience are alternative spring-break programs that give the opportunity for young people
bull The annual Young Leaders Conference offers millennials leadership and skills training peer networking and opportunities to innovate around their engagement with Habitat
bull While AmeriCorps is open to any American over 18 65 of Habitat AmeriCorps members are between the ages of 18-26 Many young adults take advantage of the opportunity for gap year service or the first significant professional responsibilityafter college
bull Habitat Young Professional groups participate and creates a space for transformational leadership and professional development that millennials are looking for
ldquoBeing a part of this experience was the best decision I have made during my 4 years of university I
wish I had volunteered every year of my degree I made friendships
that will last a lifetime and I helped to improve the life of
another human being which is the most rewarding experience I
have ever hadrdquo
ldquoHabitat for Humanity has made an impact on my life by making me aware of the
substandard housing present in almost every community across the nation Everyone should work with Habitat at some point during their life It doesnt matter if you
dont know how to use a hammer saw or nail guns you can make a difference in
peoples lives by simply being on site and offering support and being willing to learnrdquo
ldquoI feel like I not only learned a ton about a new community and the people that live in it but I also
learned many things about myself Working with everyone made me realize what it is that I want to do for part of my future
but it also gave me a stronger sense of who I amrdquo
Copyright copy 2017 Accenture All rights reserved 13
Volunteering at HabitatYouth Volunteer Activities
Habitat has a number of volunteer opportunities both in America and abroad
Activity Name Activity Description
Campus Chapters
Each campus chapter is a student-led student-initiated organization on a high school or college campus that partners with the local Habitat for Humanity to fulfill the four functions of a campus chapter (direct service fundraising advocating educating) Campus chapters set the foundation for Habitatrsquos work related to the school
Habitat Young Professionals
Habitat Young Professionals supports affiliatesrsquo local service while engaging young professionals as leaders volunteers advocates educators and donors Directly serve with homeowners and Habitat for Humanity International to help accomplish Habitatrsquos mission
Collegiate ChallengeFor more than 25 years Habitat has provided alternative school break volunteer opportunities to high school and college students
Act Speak Build WeekAct Speak Build Week (April 2 - 8 2017) goes beyond the build site as volunteers advocate for decent affordable shelter by engaging elected officials and their community to help shape policy in a way that supports people in need of affordable housing
Young Leaders ConferenceYoung Leaders Retreat This retreat will offer an in-depth leadership development training available for a limited number of college campus chapter members Habitat Young Professional members advisers and affiliate staff
Copyright copy 2017 Accenture All rights reserved 14
Volunteering at HabitatOther Volunteer Activities
Habitat has a number of other volunteer opportunities both in America and abroad
Activity Name Activity Description
Women BuildWomen learn new construction skills needed to effectively contribute to Habitatrsquos mission and build or renovate houses at Women Build events Events can be led through Campus Chapters
Veterans BuildVeterans Build focuses on homebuilding and remodeling volunteering employment skills financial education and literacy programs and honoring men and women who served
Home PreservationHabitat offers home repair services to homeowners so they can continue to live in safe decent homes for years to come Some of our home repair work includes painting landscaping weatherization and minor repair services
Global VillageGlobal Village trips offer more than just the opportunity to swing a hammer but also to experience the country like a local with the locals Meet people from around the world with all different kinds of backgrounds races and religions
Habitat for Humanity AmeriCorps
Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
Faith PartnersVolunteering together provides a way for your faith groups to have fun together while pursuing a common goal You will be strengthening your community and empowering Habitat homeowners to build a better future for themselves
Copyright copy 2017 Accenture All rights reserved 15
Volunteering at HabitatAffiliate Profile
Habitat has over 1000 affiliate organizations located around the country that further Habitatrsquos mission in their local communities
bull Habitat has nearly 1400 affiliates that operate as separate organizations but fall under the Habitat for Humanity International umbrella
bull These affiliates engage their local communities on the important of safe affordable housingbull The complexity and size of each affiliate varies regionally but all work with headquarters to further Habitat mission
Who Are Habitat affiliates
Currently affiliates manage volunteer engagement in one of several ways
How do affiliates engage volunteers
A handful of affiliates see a leadershipgrowth opportunity in developing a stronger and more diverse volunteer base and use volunteer activities to build long-term relationships with Habitat supporters
Affiliates prioritize finding the qualified regular volunteers to get the work done which usually skews their volunteer base toward older (baby boomer) craftsmen with construction experience
Volunteer opportunities are reserved for corporate sponsors Affiliates do not have the bandwidth to provide robust volunteer coordination and cannot accommodate walk-on (non-corporate) participation
REVENUE MODEL LABOR MODEL VISIONARY MODEL
Copyright copy 2017 Accenture All rights reserved 16
Habitat Affiliate Profile
Habitat operates under a federated model meaning its affiliates are semi-autonomous and decentralized but benefit from interoperability and information-sharing under the HQ umbrella
Affiliate service areas range from small sections of urban areas to large county wide service areas in rural areas
These service areas are defined by the affiliate in coordination with Habitat for Humanity International
SERVICE COVERAGE
Affiliates have access to a wide range of support materials for general volunteer management on the Habitat
Intranet site These materials range from case studies to program guides Habitat International also provides
face to face training and webinars focused on volunteer management safety and specific program guidance
HFHI has recently launched a Volunteer Resource Center designed to assist affiliate with specific questions
build educational materials and expand our studies of volunteer impact
RESOURCES PROVIDED
FROM HFHI (HQ)
Communication with volunteers differs by program and by hosting entity Some of our volunteer programs have
robust pre event training while others have little or no pre or post communication This is a recognized area of
weakness in our current volunteer programming Eighty-three percent of affiliates use Facebook to recruit
volunteers
VOLUNTEER
COMMUNICATION
VOLUNTEER PRIORITIES There are three primary objectives in Habitatrsquos volunteer engagement effort
1 Volunteer labor ndash volunteers help to build and renovate homes and develop communities
2 Building supporters ndash volunteering hands-on with an affiliate helps people see the struggles of low
income families and get to know the mission of Habitat and how it creates impact in communities
Volunteering often leads people to take on a larger role with an affiliate either as a committed volunteer
donor or advocate
3 Capacity buildingskilled volunteerism ndash volunteers serve as the skilled leadership of the organization as
board and committee members and skilled volunteers in other areas These volunteers help scale impact
This also varies significantly by volunteer program Some affiliates track their volunteers closely using cutting
edge volunteer management programs while the majority use a manual sign-in sheet or excel process
Generally the percentage of regular volunteers at Habitat affiliates is low estimated below 25
VOLUNTEER DATA
MANAGEMENT
Copyright copy 2017 Accenture All rights reserved 17
Volunteering at HabitatMark Andrews Interview
Interview with Mark Andrews Vice President Volunteer and Institutional Engagement
In the attached interview Mark explains how HFHI has historically approached volunteer engagement and how
that approach needs to change in order to build lasting partnerships with younger demographics
Mark began his Habitat career in 1993 managing new country programs in Sri Lanka and India He has served in a number of roles including as executive director for a local affiliate Michigan and leading Habitatrsquos 2010 earthquake recovery work in Haiti with a staff of 130 and a budget of $200 million During this time Habitat Haiti served over 50000 families with a range of shelter solutions
In 2004 Mark lead a review of Habitatrsquos US operations resulting a major restructuring of support functions for Habitatrsquos 1500 US affiliates As Senior Director of US Operations Mark had responsibility for affiliate support grant management and program development for all Habitat operations in the United States
Mark was appointed to his current role as Vice President of Volunteer and Institutional Engagement in July of 2012 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 2
Disclaimer
The materials provided are for use in the Accenture Innovation Challenge only and shall not be duplicated used disclosed or distributedmdashin whole or in
partmdashfor any purpose other than for the Accenture Innovation Challenge The data subject to this restriction are contained in all sheets of this document
3
TA B L E O F C O N T E N T S
SECTION ONE
The Volunteer LandscapeThe Millennial Volunteer
SECTION TWO
Volunteering at HabitatEngagement Opportunity for Millennials
SECTION THREE
Marketing amp Brand Habitatrsquos Communications
4
SECTION ONE
The Volunteer Landscape
Copyright copy 2017 Accenture All rights reserved 5
The Volunteer LandscapeThe Millennial Generation Overview
bull Most racially diverse generation in US historybull Entry into careers and homeownership has been badly set by back the Great Recessionbull Embrace multiple modes of self-expression including social networking tattoos piercings
posting videos online bull Faith is more private they are the less overtly religious American ndash yet they pray as often as
their elders did in their youthbull Place parenthood marriage and helping other in need far above career and financial successbull Tend to live under their parents roof or have lsquoboomerangedrsquo back to their parentsrsquo home bull Believe that families have a responsibility to have an elderly parent come and live with them
The Millennial Generation
Resources about millennial volunteersbull The Millennial Impact Project
bull Pew Social Trends
bull Barronrsquos How Millennials are Changing the Face of Philanthropy
bull Millennials are actually more generous than anybody realizes
bull Volunteer Engagement 20
bull Generational Differences in Philanthropic Giving
Copyright copy 2017 Accenture All rights reserved 6
The Volunteer LandscapeHabitat Target Profiles
Successful Doers and Worldly Idealists ndash particularly younger generations ndash are most aligned with Habitatrsquos future work as the current generation of lsquocontent traditionalistrsquo donors matures
12
28
46
12
HFHI AudienceSUCCESSFUL
DOERSCONTENT
TRADITIONALISTSWORLDLYIDEALISTS
SOCIALINFLUENCERS
SHOWYSTRIVERS
bull Hands-onbull Hardworkingbull Believe people
need to work hard to help themselves
bull More likely to have advance degrees and higher incomes
bull Conservativebull Traditionalbull Faith is a driving
forcebull Skew older and
lower-income
bull Globally- awarebull Not religiously
drivenbull Younger students
OR older and retired
bull More likely to have advance degreeshigh incomes
bull Passionate and actively involved
bull Enthusiastic catalysts with in their social circles
bull Adventurousbull Skew younger
bull Believe people get what they deserve in life
bull Believe money is the best measure of success
bull Like to get credit
Showy Strivers Social InfluencersContent Traditionalists
Worldly IdealistsSuccessful Doers
Younger Worldly IdealistsSuccessful Doers
Social Influencers
Older Worldly IdealistsContent Traditionalists
LEAST ALIGNED WITH HABITAT
60-70 OF CURRENT DONORS
MOST ALIGNED WITH HABITAT
NEXT GENERATION OF DONORS
M i s s i o n A l i g n m e n t
D o n o r M a k e u p
Copyright copy 2017 Accenture All rights reserved 7
The Volunteer LandscapeMillennial Volunteer
Volunteerism rates among millennials are similar to older generations ndash millennials just volunteer in different ways
Millennials engage with causes to help other
people not institutions
Millennials are influenced by the
decisions and behaviors of their peers
Millennials treat their time money and
network as having equal value
Millennials can connect to a cause without
having to be on site
The responsibility lays with organizations to inspire and show Millennials how their support can make have a
tangible effect Organizations should be a conduit of causes
rather than the causes themselves
Millennials prefer to learn about volunteering
opportunities through their peers Social technology and self-organized groups are the beginning and higher levels of engagement can branch out of initial peer influence
Millennials consistently view both their network and their voice as two additional types
of assets they can offer a cause Aided by technology
an individual who donates hisor her voice may still give skills time and money
Millennials have notably grown in their desire for
imagery and video They use these media elements to
vicariously experience the need Visuals must focus on the story behind the cause
Causes Peers Assets Virtual
Source A Generation for Causes
Copyright copy 2017 Accenture All rights reserved 8
The Volunteer LandscapeBarriers to Volunteering
Four key barriers to volunteering can discourage millennials from assisting nonprofits
Cause lacks connection to individuals seeking
assistance
Lack of like-minded people involved in the
cause
Limited opportunities to enhance their expertise
Only long-term commitments or on-site
ways to get involved
A lack of focus on the content of the cause and not the organization can prevent
Millennials from feeling and experiencing the cause and
connecting to the individuals seeking assistance
Millennials rely on social media for connecting with their networks about their
participation in causes and view volunteer opportunities as a way to socially connect
with like-minded peers
Whether technical skills networking or leadership
experience 46 of millennials sight lsquoexpertisersquo as the top motivator for getting
involved in a cause
The majority of Millennial volunteers and donors seem
to enter a cause by first completing smaller actions or
sporadic work rather than making a long-term
commitment
Causes Peers Assets Virtual
Source A Generation for Causes
Copyright copy 2017 Accenture All rights reserved 9
The Volunteer LandscapeVolunteer Value Proposition for Millennials
While millennials and earlier generations give differently they both want to have a positive impact on the world
MILLENNIALS BOOMERSSHARED
Value self-expression a balanced lifestyle meaningful work resiliency positive reinforcement and social responsibility
Eager to drive change around the world
Create thechange they want to see in the world
Value optimism teamwork work ethic personal gratification and success
Embrace a consensual collegial leadership style team work and in-person meetings
Motivations
More likely to support international causes childrenrsquos charities and human rights
Want to connect with people
More likely to support local social services and give to help to the poor help themselves
Causes
Crowdfunding and mobile giving appeals more to millennials
With a connection will give a high levels
Donate through the workplace or at the motivation of supervisors and colleagues
Channels
Source Generational Differences in Philanthropic Giving
10
SECTION TWO
Volunteering at Habitat
Copyright copy 2017 Accenture All rights reserved 11
The Volunteer Experience
Click on the Images to view the videos
Copyright copy 2017 Accenture All rights reserved 12
Habitat Youth Programs
There are multiple entry points for millennial volunteers to connect with Habitat for Humanity
bull Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
bull Over 500 high school and college campus chapters are student organized and student lead groups providing the opportunity for millennials to connect socially learn amp develop skills and make a difference in their communities
bull Collegiate Challenge and Learn amp Build Experience are alternative spring-break programs that give the opportunity for young people
bull The annual Young Leaders Conference offers millennials leadership and skills training peer networking and opportunities to innovate around their engagement with Habitat
bull While AmeriCorps is open to any American over 18 65 of Habitat AmeriCorps members are between the ages of 18-26 Many young adults take advantage of the opportunity for gap year service or the first significant professional responsibilityafter college
bull Habitat Young Professional groups participate and creates a space for transformational leadership and professional development that millennials are looking for
ldquoBeing a part of this experience was the best decision I have made during my 4 years of university I
wish I had volunteered every year of my degree I made friendships
that will last a lifetime and I helped to improve the life of
another human being which is the most rewarding experience I
have ever hadrdquo
ldquoHabitat for Humanity has made an impact on my life by making me aware of the
substandard housing present in almost every community across the nation Everyone should work with Habitat at some point during their life It doesnt matter if you
dont know how to use a hammer saw or nail guns you can make a difference in
peoples lives by simply being on site and offering support and being willing to learnrdquo
ldquoI feel like I not only learned a ton about a new community and the people that live in it but I also
learned many things about myself Working with everyone made me realize what it is that I want to do for part of my future
but it also gave me a stronger sense of who I amrdquo
Copyright copy 2017 Accenture All rights reserved 13
Volunteering at HabitatYouth Volunteer Activities
Habitat has a number of volunteer opportunities both in America and abroad
Activity Name Activity Description
Campus Chapters
Each campus chapter is a student-led student-initiated organization on a high school or college campus that partners with the local Habitat for Humanity to fulfill the four functions of a campus chapter (direct service fundraising advocating educating) Campus chapters set the foundation for Habitatrsquos work related to the school
Habitat Young Professionals
Habitat Young Professionals supports affiliatesrsquo local service while engaging young professionals as leaders volunteers advocates educators and donors Directly serve with homeowners and Habitat for Humanity International to help accomplish Habitatrsquos mission
Collegiate ChallengeFor more than 25 years Habitat has provided alternative school break volunteer opportunities to high school and college students
Act Speak Build WeekAct Speak Build Week (April 2 - 8 2017) goes beyond the build site as volunteers advocate for decent affordable shelter by engaging elected officials and their community to help shape policy in a way that supports people in need of affordable housing
Young Leaders ConferenceYoung Leaders Retreat This retreat will offer an in-depth leadership development training available for a limited number of college campus chapter members Habitat Young Professional members advisers and affiliate staff
Copyright copy 2017 Accenture All rights reserved 14
Volunteering at HabitatOther Volunteer Activities
Habitat has a number of other volunteer opportunities both in America and abroad
Activity Name Activity Description
Women BuildWomen learn new construction skills needed to effectively contribute to Habitatrsquos mission and build or renovate houses at Women Build events Events can be led through Campus Chapters
Veterans BuildVeterans Build focuses on homebuilding and remodeling volunteering employment skills financial education and literacy programs and honoring men and women who served
Home PreservationHabitat offers home repair services to homeowners so they can continue to live in safe decent homes for years to come Some of our home repair work includes painting landscaping weatherization and minor repair services
Global VillageGlobal Village trips offer more than just the opportunity to swing a hammer but also to experience the country like a local with the locals Meet people from around the world with all different kinds of backgrounds races and religions
Habitat for Humanity AmeriCorps
Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
Faith PartnersVolunteering together provides a way for your faith groups to have fun together while pursuing a common goal You will be strengthening your community and empowering Habitat homeowners to build a better future for themselves
Copyright copy 2017 Accenture All rights reserved 15
Volunteering at HabitatAffiliate Profile
Habitat has over 1000 affiliate organizations located around the country that further Habitatrsquos mission in their local communities
bull Habitat has nearly 1400 affiliates that operate as separate organizations but fall under the Habitat for Humanity International umbrella
bull These affiliates engage their local communities on the important of safe affordable housingbull The complexity and size of each affiliate varies regionally but all work with headquarters to further Habitat mission
Who Are Habitat affiliates
Currently affiliates manage volunteer engagement in one of several ways
How do affiliates engage volunteers
A handful of affiliates see a leadershipgrowth opportunity in developing a stronger and more diverse volunteer base and use volunteer activities to build long-term relationships with Habitat supporters
Affiliates prioritize finding the qualified regular volunteers to get the work done which usually skews their volunteer base toward older (baby boomer) craftsmen with construction experience
Volunteer opportunities are reserved for corporate sponsors Affiliates do not have the bandwidth to provide robust volunteer coordination and cannot accommodate walk-on (non-corporate) participation
REVENUE MODEL LABOR MODEL VISIONARY MODEL
Copyright copy 2017 Accenture All rights reserved 16
Habitat Affiliate Profile
Habitat operates under a federated model meaning its affiliates are semi-autonomous and decentralized but benefit from interoperability and information-sharing under the HQ umbrella
Affiliate service areas range from small sections of urban areas to large county wide service areas in rural areas
These service areas are defined by the affiliate in coordination with Habitat for Humanity International
SERVICE COVERAGE
Affiliates have access to a wide range of support materials for general volunteer management on the Habitat
Intranet site These materials range from case studies to program guides Habitat International also provides
face to face training and webinars focused on volunteer management safety and specific program guidance
HFHI has recently launched a Volunteer Resource Center designed to assist affiliate with specific questions
build educational materials and expand our studies of volunteer impact
RESOURCES PROVIDED
FROM HFHI (HQ)
Communication with volunteers differs by program and by hosting entity Some of our volunteer programs have
robust pre event training while others have little or no pre or post communication This is a recognized area of
weakness in our current volunteer programming Eighty-three percent of affiliates use Facebook to recruit
volunteers
VOLUNTEER
COMMUNICATION
VOLUNTEER PRIORITIES There are three primary objectives in Habitatrsquos volunteer engagement effort
1 Volunteer labor ndash volunteers help to build and renovate homes and develop communities
2 Building supporters ndash volunteering hands-on with an affiliate helps people see the struggles of low
income families and get to know the mission of Habitat and how it creates impact in communities
Volunteering often leads people to take on a larger role with an affiliate either as a committed volunteer
donor or advocate
3 Capacity buildingskilled volunteerism ndash volunteers serve as the skilled leadership of the organization as
board and committee members and skilled volunteers in other areas These volunteers help scale impact
This also varies significantly by volunteer program Some affiliates track their volunteers closely using cutting
edge volunteer management programs while the majority use a manual sign-in sheet or excel process
Generally the percentage of regular volunteers at Habitat affiliates is low estimated below 25
VOLUNTEER DATA
MANAGEMENT
Copyright copy 2017 Accenture All rights reserved 17
Volunteering at HabitatMark Andrews Interview
Interview with Mark Andrews Vice President Volunteer and Institutional Engagement
In the attached interview Mark explains how HFHI has historically approached volunteer engagement and how
that approach needs to change in order to build lasting partnerships with younger demographics
Mark began his Habitat career in 1993 managing new country programs in Sri Lanka and India He has served in a number of roles including as executive director for a local affiliate Michigan and leading Habitatrsquos 2010 earthquake recovery work in Haiti with a staff of 130 and a budget of $200 million During this time Habitat Haiti served over 50000 families with a range of shelter solutions
In 2004 Mark lead a review of Habitatrsquos US operations resulting a major restructuring of support functions for Habitatrsquos 1500 US affiliates As Senior Director of US Operations Mark had responsibility for affiliate support grant management and program development for all Habitat operations in the United States
Mark was appointed to his current role as Vice President of Volunteer and Institutional Engagement in July of 2012 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
3
TA B L E O F C O N T E N T S
SECTION ONE
The Volunteer LandscapeThe Millennial Volunteer
SECTION TWO
Volunteering at HabitatEngagement Opportunity for Millennials
SECTION THREE
Marketing amp Brand Habitatrsquos Communications
4
SECTION ONE
The Volunteer Landscape
Copyright copy 2017 Accenture All rights reserved 5
The Volunteer LandscapeThe Millennial Generation Overview
bull Most racially diverse generation in US historybull Entry into careers and homeownership has been badly set by back the Great Recessionbull Embrace multiple modes of self-expression including social networking tattoos piercings
posting videos online bull Faith is more private they are the less overtly religious American ndash yet they pray as often as
their elders did in their youthbull Place parenthood marriage and helping other in need far above career and financial successbull Tend to live under their parents roof or have lsquoboomerangedrsquo back to their parentsrsquo home bull Believe that families have a responsibility to have an elderly parent come and live with them
The Millennial Generation
Resources about millennial volunteersbull The Millennial Impact Project
bull Pew Social Trends
bull Barronrsquos How Millennials are Changing the Face of Philanthropy
bull Millennials are actually more generous than anybody realizes
bull Volunteer Engagement 20
bull Generational Differences in Philanthropic Giving
Copyright copy 2017 Accenture All rights reserved 6
The Volunteer LandscapeHabitat Target Profiles
Successful Doers and Worldly Idealists ndash particularly younger generations ndash are most aligned with Habitatrsquos future work as the current generation of lsquocontent traditionalistrsquo donors matures
12
28
46
12
HFHI AudienceSUCCESSFUL
DOERSCONTENT
TRADITIONALISTSWORLDLYIDEALISTS
SOCIALINFLUENCERS
SHOWYSTRIVERS
bull Hands-onbull Hardworkingbull Believe people
need to work hard to help themselves
bull More likely to have advance degrees and higher incomes
bull Conservativebull Traditionalbull Faith is a driving
forcebull Skew older and
lower-income
bull Globally- awarebull Not religiously
drivenbull Younger students
OR older and retired
bull More likely to have advance degreeshigh incomes
bull Passionate and actively involved
bull Enthusiastic catalysts with in their social circles
bull Adventurousbull Skew younger
bull Believe people get what they deserve in life
bull Believe money is the best measure of success
bull Like to get credit
Showy Strivers Social InfluencersContent Traditionalists
Worldly IdealistsSuccessful Doers
Younger Worldly IdealistsSuccessful Doers
Social Influencers
Older Worldly IdealistsContent Traditionalists
LEAST ALIGNED WITH HABITAT
60-70 OF CURRENT DONORS
MOST ALIGNED WITH HABITAT
NEXT GENERATION OF DONORS
M i s s i o n A l i g n m e n t
D o n o r M a k e u p
Copyright copy 2017 Accenture All rights reserved 7
The Volunteer LandscapeMillennial Volunteer
Volunteerism rates among millennials are similar to older generations ndash millennials just volunteer in different ways
Millennials engage with causes to help other
people not institutions
Millennials are influenced by the
decisions and behaviors of their peers
Millennials treat their time money and
network as having equal value
Millennials can connect to a cause without
having to be on site
The responsibility lays with organizations to inspire and show Millennials how their support can make have a
tangible effect Organizations should be a conduit of causes
rather than the causes themselves
Millennials prefer to learn about volunteering
opportunities through their peers Social technology and self-organized groups are the beginning and higher levels of engagement can branch out of initial peer influence
Millennials consistently view both their network and their voice as two additional types
of assets they can offer a cause Aided by technology
an individual who donates hisor her voice may still give skills time and money
Millennials have notably grown in their desire for
imagery and video They use these media elements to
vicariously experience the need Visuals must focus on the story behind the cause
Causes Peers Assets Virtual
Source A Generation for Causes
Copyright copy 2017 Accenture All rights reserved 8
The Volunteer LandscapeBarriers to Volunteering
Four key barriers to volunteering can discourage millennials from assisting nonprofits
Cause lacks connection to individuals seeking
assistance
Lack of like-minded people involved in the
cause
Limited opportunities to enhance their expertise
Only long-term commitments or on-site
ways to get involved
A lack of focus on the content of the cause and not the organization can prevent
Millennials from feeling and experiencing the cause and
connecting to the individuals seeking assistance
Millennials rely on social media for connecting with their networks about their
participation in causes and view volunteer opportunities as a way to socially connect
with like-minded peers
Whether technical skills networking or leadership
experience 46 of millennials sight lsquoexpertisersquo as the top motivator for getting
involved in a cause
The majority of Millennial volunteers and donors seem
to enter a cause by first completing smaller actions or
sporadic work rather than making a long-term
commitment
Causes Peers Assets Virtual
Source A Generation for Causes
Copyright copy 2017 Accenture All rights reserved 9
The Volunteer LandscapeVolunteer Value Proposition for Millennials
While millennials and earlier generations give differently they both want to have a positive impact on the world
MILLENNIALS BOOMERSSHARED
Value self-expression a balanced lifestyle meaningful work resiliency positive reinforcement and social responsibility
Eager to drive change around the world
Create thechange they want to see in the world
Value optimism teamwork work ethic personal gratification and success
Embrace a consensual collegial leadership style team work and in-person meetings
Motivations
More likely to support international causes childrenrsquos charities and human rights
Want to connect with people
More likely to support local social services and give to help to the poor help themselves
Causes
Crowdfunding and mobile giving appeals more to millennials
With a connection will give a high levels
Donate through the workplace or at the motivation of supervisors and colleagues
Channels
Source Generational Differences in Philanthropic Giving
10
SECTION TWO
Volunteering at Habitat
Copyright copy 2017 Accenture All rights reserved 11
The Volunteer Experience
Click on the Images to view the videos
Copyright copy 2017 Accenture All rights reserved 12
Habitat Youth Programs
There are multiple entry points for millennial volunteers to connect with Habitat for Humanity
bull Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
bull Over 500 high school and college campus chapters are student organized and student lead groups providing the opportunity for millennials to connect socially learn amp develop skills and make a difference in their communities
bull Collegiate Challenge and Learn amp Build Experience are alternative spring-break programs that give the opportunity for young people
bull The annual Young Leaders Conference offers millennials leadership and skills training peer networking and opportunities to innovate around their engagement with Habitat
bull While AmeriCorps is open to any American over 18 65 of Habitat AmeriCorps members are between the ages of 18-26 Many young adults take advantage of the opportunity for gap year service or the first significant professional responsibilityafter college
bull Habitat Young Professional groups participate and creates a space for transformational leadership and professional development that millennials are looking for
ldquoBeing a part of this experience was the best decision I have made during my 4 years of university I
wish I had volunteered every year of my degree I made friendships
that will last a lifetime and I helped to improve the life of
another human being which is the most rewarding experience I
have ever hadrdquo
ldquoHabitat for Humanity has made an impact on my life by making me aware of the
substandard housing present in almost every community across the nation Everyone should work with Habitat at some point during their life It doesnt matter if you
dont know how to use a hammer saw or nail guns you can make a difference in
peoples lives by simply being on site and offering support and being willing to learnrdquo
ldquoI feel like I not only learned a ton about a new community and the people that live in it but I also
learned many things about myself Working with everyone made me realize what it is that I want to do for part of my future
but it also gave me a stronger sense of who I amrdquo
Copyright copy 2017 Accenture All rights reserved 13
Volunteering at HabitatYouth Volunteer Activities
Habitat has a number of volunteer opportunities both in America and abroad
Activity Name Activity Description
Campus Chapters
Each campus chapter is a student-led student-initiated organization on a high school or college campus that partners with the local Habitat for Humanity to fulfill the four functions of a campus chapter (direct service fundraising advocating educating) Campus chapters set the foundation for Habitatrsquos work related to the school
Habitat Young Professionals
Habitat Young Professionals supports affiliatesrsquo local service while engaging young professionals as leaders volunteers advocates educators and donors Directly serve with homeowners and Habitat for Humanity International to help accomplish Habitatrsquos mission
Collegiate ChallengeFor more than 25 years Habitat has provided alternative school break volunteer opportunities to high school and college students
Act Speak Build WeekAct Speak Build Week (April 2 - 8 2017) goes beyond the build site as volunteers advocate for decent affordable shelter by engaging elected officials and their community to help shape policy in a way that supports people in need of affordable housing
Young Leaders ConferenceYoung Leaders Retreat This retreat will offer an in-depth leadership development training available for a limited number of college campus chapter members Habitat Young Professional members advisers and affiliate staff
Copyright copy 2017 Accenture All rights reserved 14
Volunteering at HabitatOther Volunteer Activities
Habitat has a number of other volunteer opportunities both in America and abroad
Activity Name Activity Description
Women BuildWomen learn new construction skills needed to effectively contribute to Habitatrsquos mission and build or renovate houses at Women Build events Events can be led through Campus Chapters
Veterans BuildVeterans Build focuses on homebuilding and remodeling volunteering employment skills financial education and literacy programs and honoring men and women who served
Home PreservationHabitat offers home repair services to homeowners so they can continue to live in safe decent homes for years to come Some of our home repair work includes painting landscaping weatherization and minor repair services
Global VillageGlobal Village trips offer more than just the opportunity to swing a hammer but also to experience the country like a local with the locals Meet people from around the world with all different kinds of backgrounds races and religions
Habitat for Humanity AmeriCorps
Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
Faith PartnersVolunteering together provides a way for your faith groups to have fun together while pursuing a common goal You will be strengthening your community and empowering Habitat homeowners to build a better future for themselves
Copyright copy 2017 Accenture All rights reserved 15
Volunteering at HabitatAffiliate Profile
Habitat has over 1000 affiliate organizations located around the country that further Habitatrsquos mission in their local communities
bull Habitat has nearly 1400 affiliates that operate as separate organizations but fall under the Habitat for Humanity International umbrella
bull These affiliates engage their local communities on the important of safe affordable housingbull The complexity and size of each affiliate varies regionally but all work with headquarters to further Habitat mission
Who Are Habitat affiliates
Currently affiliates manage volunteer engagement in one of several ways
How do affiliates engage volunteers
A handful of affiliates see a leadershipgrowth opportunity in developing a stronger and more diverse volunteer base and use volunteer activities to build long-term relationships with Habitat supporters
Affiliates prioritize finding the qualified regular volunteers to get the work done which usually skews their volunteer base toward older (baby boomer) craftsmen with construction experience
Volunteer opportunities are reserved for corporate sponsors Affiliates do not have the bandwidth to provide robust volunteer coordination and cannot accommodate walk-on (non-corporate) participation
REVENUE MODEL LABOR MODEL VISIONARY MODEL
Copyright copy 2017 Accenture All rights reserved 16
Habitat Affiliate Profile
Habitat operates under a federated model meaning its affiliates are semi-autonomous and decentralized but benefit from interoperability and information-sharing under the HQ umbrella
Affiliate service areas range from small sections of urban areas to large county wide service areas in rural areas
These service areas are defined by the affiliate in coordination with Habitat for Humanity International
SERVICE COVERAGE
Affiliates have access to a wide range of support materials for general volunteer management on the Habitat
Intranet site These materials range from case studies to program guides Habitat International also provides
face to face training and webinars focused on volunteer management safety and specific program guidance
HFHI has recently launched a Volunteer Resource Center designed to assist affiliate with specific questions
build educational materials and expand our studies of volunteer impact
RESOURCES PROVIDED
FROM HFHI (HQ)
Communication with volunteers differs by program and by hosting entity Some of our volunteer programs have
robust pre event training while others have little or no pre or post communication This is a recognized area of
weakness in our current volunteer programming Eighty-three percent of affiliates use Facebook to recruit
volunteers
VOLUNTEER
COMMUNICATION
VOLUNTEER PRIORITIES There are three primary objectives in Habitatrsquos volunteer engagement effort
1 Volunteer labor ndash volunteers help to build and renovate homes and develop communities
2 Building supporters ndash volunteering hands-on with an affiliate helps people see the struggles of low
income families and get to know the mission of Habitat and how it creates impact in communities
Volunteering often leads people to take on a larger role with an affiliate either as a committed volunteer
donor or advocate
3 Capacity buildingskilled volunteerism ndash volunteers serve as the skilled leadership of the organization as
board and committee members and skilled volunteers in other areas These volunteers help scale impact
This also varies significantly by volunteer program Some affiliates track their volunteers closely using cutting
edge volunteer management programs while the majority use a manual sign-in sheet or excel process
Generally the percentage of regular volunteers at Habitat affiliates is low estimated below 25
VOLUNTEER DATA
MANAGEMENT
Copyright copy 2017 Accenture All rights reserved 17
Volunteering at HabitatMark Andrews Interview
Interview with Mark Andrews Vice President Volunteer and Institutional Engagement
In the attached interview Mark explains how HFHI has historically approached volunteer engagement and how
that approach needs to change in order to build lasting partnerships with younger demographics
Mark began his Habitat career in 1993 managing new country programs in Sri Lanka and India He has served in a number of roles including as executive director for a local affiliate Michigan and leading Habitatrsquos 2010 earthquake recovery work in Haiti with a staff of 130 and a budget of $200 million During this time Habitat Haiti served over 50000 families with a range of shelter solutions
In 2004 Mark lead a review of Habitatrsquos US operations resulting a major restructuring of support functions for Habitatrsquos 1500 US affiliates As Senior Director of US Operations Mark had responsibility for affiliate support grant management and program development for all Habitat operations in the United States
Mark was appointed to his current role as Vice President of Volunteer and Institutional Engagement in July of 2012 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
4
SECTION ONE
The Volunteer Landscape
Copyright copy 2017 Accenture All rights reserved 5
The Volunteer LandscapeThe Millennial Generation Overview
bull Most racially diverse generation in US historybull Entry into careers and homeownership has been badly set by back the Great Recessionbull Embrace multiple modes of self-expression including social networking tattoos piercings
posting videos online bull Faith is more private they are the less overtly religious American ndash yet they pray as often as
their elders did in their youthbull Place parenthood marriage and helping other in need far above career and financial successbull Tend to live under their parents roof or have lsquoboomerangedrsquo back to their parentsrsquo home bull Believe that families have a responsibility to have an elderly parent come and live with them
The Millennial Generation
Resources about millennial volunteersbull The Millennial Impact Project
bull Pew Social Trends
bull Barronrsquos How Millennials are Changing the Face of Philanthropy
bull Millennials are actually more generous than anybody realizes
bull Volunteer Engagement 20
bull Generational Differences in Philanthropic Giving
Copyright copy 2017 Accenture All rights reserved 6
The Volunteer LandscapeHabitat Target Profiles
Successful Doers and Worldly Idealists ndash particularly younger generations ndash are most aligned with Habitatrsquos future work as the current generation of lsquocontent traditionalistrsquo donors matures
12
28
46
12
HFHI AudienceSUCCESSFUL
DOERSCONTENT
TRADITIONALISTSWORLDLYIDEALISTS
SOCIALINFLUENCERS
SHOWYSTRIVERS
bull Hands-onbull Hardworkingbull Believe people
need to work hard to help themselves
bull More likely to have advance degrees and higher incomes
bull Conservativebull Traditionalbull Faith is a driving
forcebull Skew older and
lower-income
bull Globally- awarebull Not religiously
drivenbull Younger students
OR older and retired
bull More likely to have advance degreeshigh incomes
bull Passionate and actively involved
bull Enthusiastic catalysts with in their social circles
bull Adventurousbull Skew younger
bull Believe people get what they deserve in life
bull Believe money is the best measure of success
bull Like to get credit
Showy Strivers Social InfluencersContent Traditionalists
Worldly IdealistsSuccessful Doers
Younger Worldly IdealistsSuccessful Doers
Social Influencers
Older Worldly IdealistsContent Traditionalists
LEAST ALIGNED WITH HABITAT
60-70 OF CURRENT DONORS
MOST ALIGNED WITH HABITAT
NEXT GENERATION OF DONORS
M i s s i o n A l i g n m e n t
D o n o r M a k e u p
Copyright copy 2017 Accenture All rights reserved 7
The Volunteer LandscapeMillennial Volunteer
Volunteerism rates among millennials are similar to older generations ndash millennials just volunteer in different ways
Millennials engage with causes to help other
people not institutions
Millennials are influenced by the
decisions and behaviors of their peers
Millennials treat their time money and
network as having equal value
Millennials can connect to a cause without
having to be on site
The responsibility lays with organizations to inspire and show Millennials how their support can make have a
tangible effect Organizations should be a conduit of causes
rather than the causes themselves
Millennials prefer to learn about volunteering
opportunities through their peers Social technology and self-organized groups are the beginning and higher levels of engagement can branch out of initial peer influence
Millennials consistently view both their network and their voice as two additional types
of assets they can offer a cause Aided by technology
an individual who donates hisor her voice may still give skills time and money
Millennials have notably grown in their desire for
imagery and video They use these media elements to
vicariously experience the need Visuals must focus on the story behind the cause
Causes Peers Assets Virtual
Source A Generation for Causes
Copyright copy 2017 Accenture All rights reserved 8
The Volunteer LandscapeBarriers to Volunteering
Four key barriers to volunteering can discourage millennials from assisting nonprofits
Cause lacks connection to individuals seeking
assistance
Lack of like-minded people involved in the
cause
Limited opportunities to enhance their expertise
Only long-term commitments or on-site
ways to get involved
A lack of focus on the content of the cause and not the organization can prevent
Millennials from feeling and experiencing the cause and
connecting to the individuals seeking assistance
Millennials rely on social media for connecting with their networks about their
participation in causes and view volunteer opportunities as a way to socially connect
with like-minded peers
Whether technical skills networking or leadership
experience 46 of millennials sight lsquoexpertisersquo as the top motivator for getting
involved in a cause
The majority of Millennial volunteers and donors seem
to enter a cause by first completing smaller actions or
sporadic work rather than making a long-term
commitment
Causes Peers Assets Virtual
Source A Generation for Causes
Copyright copy 2017 Accenture All rights reserved 9
The Volunteer LandscapeVolunteer Value Proposition for Millennials
While millennials and earlier generations give differently they both want to have a positive impact on the world
MILLENNIALS BOOMERSSHARED
Value self-expression a balanced lifestyle meaningful work resiliency positive reinforcement and social responsibility
Eager to drive change around the world
Create thechange they want to see in the world
Value optimism teamwork work ethic personal gratification and success
Embrace a consensual collegial leadership style team work and in-person meetings
Motivations
More likely to support international causes childrenrsquos charities and human rights
Want to connect with people
More likely to support local social services and give to help to the poor help themselves
Causes
Crowdfunding and mobile giving appeals more to millennials
With a connection will give a high levels
Donate through the workplace or at the motivation of supervisors and colleagues
Channels
Source Generational Differences in Philanthropic Giving
10
SECTION TWO
Volunteering at Habitat
Copyright copy 2017 Accenture All rights reserved 11
The Volunteer Experience
Click on the Images to view the videos
Copyright copy 2017 Accenture All rights reserved 12
Habitat Youth Programs
There are multiple entry points for millennial volunteers to connect with Habitat for Humanity
bull Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
bull Over 500 high school and college campus chapters are student organized and student lead groups providing the opportunity for millennials to connect socially learn amp develop skills and make a difference in their communities
bull Collegiate Challenge and Learn amp Build Experience are alternative spring-break programs that give the opportunity for young people
bull The annual Young Leaders Conference offers millennials leadership and skills training peer networking and opportunities to innovate around their engagement with Habitat
bull While AmeriCorps is open to any American over 18 65 of Habitat AmeriCorps members are between the ages of 18-26 Many young adults take advantage of the opportunity for gap year service or the first significant professional responsibilityafter college
bull Habitat Young Professional groups participate and creates a space for transformational leadership and professional development that millennials are looking for
ldquoBeing a part of this experience was the best decision I have made during my 4 years of university I
wish I had volunteered every year of my degree I made friendships
that will last a lifetime and I helped to improve the life of
another human being which is the most rewarding experience I
have ever hadrdquo
ldquoHabitat for Humanity has made an impact on my life by making me aware of the
substandard housing present in almost every community across the nation Everyone should work with Habitat at some point during their life It doesnt matter if you
dont know how to use a hammer saw or nail guns you can make a difference in
peoples lives by simply being on site and offering support and being willing to learnrdquo
ldquoI feel like I not only learned a ton about a new community and the people that live in it but I also
learned many things about myself Working with everyone made me realize what it is that I want to do for part of my future
but it also gave me a stronger sense of who I amrdquo
Copyright copy 2017 Accenture All rights reserved 13
Volunteering at HabitatYouth Volunteer Activities
Habitat has a number of volunteer opportunities both in America and abroad
Activity Name Activity Description
Campus Chapters
Each campus chapter is a student-led student-initiated organization on a high school or college campus that partners with the local Habitat for Humanity to fulfill the four functions of a campus chapter (direct service fundraising advocating educating) Campus chapters set the foundation for Habitatrsquos work related to the school
Habitat Young Professionals
Habitat Young Professionals supports affiliatesrsquo local service while engaging young professionals as leaders volunteers advocates educators and donors Directly serve with homeowners and Habitat for Humanity International to help accomplish Habitatrsquos mission
Collegiate ChallengeFor more than 25 years Habitat has provided alternative school break volunteer opportunities to high school and college students
Act Speak Build WeekAct Speak Build Week (April 2 - 8 2017) goes beyond the build site as volunteers advocate for decent affordable shelter by engaging elected officials and their community to help shape policy in a way that supports people in need of affordable housing
Young Leaders ConferenceYoung Leaders Retreat This retreat will offer an in-depth leadership development training available for a limited number of college campus chapter members Habitat Young Professional members advisers and affiliate staff
Copyright copy 2017 Accenture All rights reserved 14
Volunteering at HabitatOther Volunteer Activities
Habitat has a number of other volunteer opportunities both in America and abroad
Activity Name Activity Description
Women BuildWomen learn new construction skills needed to effectively contribute to Habitatrsquos mission and build or renovate houses at Women Build events Events can be led through Campus Chapters
Veterans BuildVeterans Build focuses on homebuilding and remodeling volunteering employment skills financial education and literacy programs and honoring men and women who served
Home PreservationHabitat offers home repair services to homeowners so they can continue to live in safe decent homes for years to come Some of our home repair work includes painting landscaping weatherization and minor repair services
Global VillageGlobal Village trips offer more than just the opportunity to swing a hammer but also to experience the country like a local with the locals Meet people from around the world with all different kinds of backgrounds races and religions
Habitat for Humanity AmeriCorps
Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
Faith PartnersVolunteering together provides a way for your faith groups to have fun together while pursuing a common goal You will be strengthening your community and empowering Habitat homeowners to build a better future for themselves
Copyright copy 2017 Accenture All rights reserved 15
Volunteering at HabitatAffiliate Profile
Habitat has over 1000 affiliate organizations located around the country that further Habitatrsquos mission in their local communities
bull Habitat has nearly 1400 affiliates that operate as separate organizations but fall under the Habitat for Humanity International umbrella
bull These affiliates engage their local communities on the important of safe affordable housingbull The complexity and size of each affiliate varies regionally but all work with headquarters to further Habitat mission
Who Are Habitat affiliates
Currently affiliates manage volunteer engagement in one of several ways
How do affiliates engage volunteers
A handful of affiliates see a leadershipgrowth opportunity in developing a stronger and more diverse volunteer base and use volunteer activities to build long-term relationships with Habitat supporters
Affiliates prioritize finding the qualified regular volunteers to get the work done which usually skews their volunteer base toward older (baby boomer) craftsmen with construction experience
Volunteer opportunities are reserved for corporate sponsors Affiliates do not have the bandwidth to provide robust volunteer coordination and cannot accommodate walk-on (non-corporate) participation
REVENUE MODEL LABOR MODEL VISIONARY MODEL
Copyright copy 2017 Accenture All rights reserved 16
Habitat Affiliate Profile
Habitat operates under a federated model meaning its affiliates are semi-autonomous and decentralized but benefit from interoperability and information-sharing under the HQ umbrella
Affiliate service areas range from small sections of urban areas to large county wide service areas in rural areas
These service areas are defined by the affiliate in coordination with Habitat for Humanity International
SERVICE COVERAGE
Affiliates have access to a wide range of support materials for general volunteer management on the Habitat
Intranet site These materials range from case studies to program guides Habitat International also provides
face to face training and webinars focused on volunteer management safety and specific program guidance
HFHI has recently launched a Volunteer Resource Center designed to assist affiliate with specific questions
build educational materials and expand our studies of volunteer impact
RESOURCES PROVIDED
FROM HFHI (HQ)
Communication with volunteers differs by program and by hosting entity Some of our volunteer programs have
robust pre event training while others have little or no pre or post communication This is a recognized area of
weakness in our current volunteer programming Eighty-three percent of affiliates use Facebook to recruit
volunteers
VOLUNTEER
COMMUNICATION
VOLUNTEER PRIORITIES There are three primary objectives in Habitatrsquos volunteer engagement effort
1 Volunteer labor ndash volunteers help to build and renovate homes and develop communities
2 Building supporters ndash volunteering hands-on with an affiliate helps people see the struggles of low
income families and get to know the mission of Habitat and how it creates impact in communities
Volunteering often leads people to take on a larger role with an affiliate either as a committed volunteer
donor or advocate
3 Capacity buildingskilled volunteerism ndash volunteers serve as the skilled leadership of the organization as
board and committee members and skilled volunteers in other areas These volunteers help scale impact
This also varies significantly by volunteer program Some affiliates track their volunteers closely using cutting
edge volunteer management programs while the majority use a manual sign-in sheet or excel process
Generally the percentage of regular volunteers at Habitat affiliates is low estimated below 25
VOLUNTEER DATA
MANAGEMENT
Copyright copy 2017 Accenture All rights reserved 17
Volunteering at HabitatMark Andrews Interview
Interview with Mark Andrews Vice President Volunteer and Institutional Engagement
In the attached interview Mark explains how HFHI has historically approached volunteer engagement and how
that approach needs to change in order to build lasting partnerships with younger demographics
Mark began his Habitat career in 1993 managing new country programs in Sri Lanka and India He has served in a number of roles including as executive director for a local affiliate Michigan and leading Habitatrsquos 2010 earthquake recovery work in Haiti with a staff of 130 and a budget of $200 million During this time Habitat Haiti served over 50000 families with a range of shelter solutions
In 2004 Mark lead a review of Habitatrsquos US operations resulting a major restructuring of support functions for Habitatrsquos 1500 US affiliates As Senior Director of US Operations Mark had responsibility for affiliate support grant management and program development for all Habitat operations in the United States
Mark was appointed to his current role as Vice President of Volunteer and Institutional Engagement in July of 2012 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 5
The Volunteer LandscapeThe Millennial Generation Overview
bull Most racially diverse generation in US historybull Entry into careers and homeownership has been badly set by back the Great Recessionbull Embrace multiple modes of self-expression including social networking tattoos piercings
posting videos online bull Faith is more private they are the less overtly religious American ndash yet they pray as often as
their elders did in their youthbull Place parenthood marriage and helping other in need far above career and financial successbull Tend to live under their parents roof or have lsquoboomerangedrsquo back to their parentsrsquo home bull Believe that families have a responsibility to have an elderly parent come and live with them
The Millennial Generation
Resources about millennial volunteersbull The Millennial Impact Project
bull Pew Social Trends
bull Barronrsquos How Millennials are Changing the Face of Philanthropy
bull Millennials are actually more generous than anybody realizes
bull Volunteer Engagement 20
bull Generational Differences in Philanthropic Giving
Copyright copy 2017 Accenture All rights reserved 6
The Volunteer LandscapeHabitat Target Profiles
Successful Doers and Worldly Idealists ndash particularly younger generations ndash are most aligned with Habitatrsquos future work as the current generation of lsquocontent traditionalistrsquo donors matures
12
28
46
12
HFHI AudienceSUCCESSFUL
DOERSCONTENT
TRADITIONALISTSWORLDLYIDEALISTS
SOCIALINFLUENCERS
SHOWYSTRIVERS
bull Hands-onbull Hardworkingbull Believe people
need to work hard to help themselves
bull More likely to have advance degrees and higher incomes
bull Conservativebull Traditionalbull Faith is a driving
forcebull Skew older and
lower-income
bull Globally- awarebull Not religiously
drivenbull Younger students
OR older and retired
bull More likely to have advance degreeshigh incomes
bull Passionate and actively involved
bull Enthusiastic catalysts with in their social circles
bull Adventurousbull Skew younger
bull Believe people get what they deserve in life
bull Believe money is the best measure of success
bull Like to get credit
Showy Strivers Social InfluencersContent Traditionalists
Worldly IdealistsSuccessful Doers
Younger Worldly IdealistsSuccessful Doers
Social Influencers
Older Worldly IdealistsContent Traditionalists
LEAST ALIGNED WITH HABITAT
60-70 OF CURRENT DONORS
MOST ALIGNED WITH HABITAT
NEXT GENERATION OF DONORS
M i s s i o n A l i g n m e n t
D o n o r M a k e u p
Copyright copy 2017 Accenture All rights reserved 7
The Volunteer LandscapeMillennial Volunteer
Volunteerism rates among millennials are similar to older generations ndash millennials just volunteer in different ways
Millennials engage with causes to help other
people not institutions
Millennials are influenced by the
decisions and behaviors of their peers
Millennials treat their time money and
network as having equal value
Millennials can connect to a cause without
having to be on site
The responsibility lays with organizations to inspire and show Millennials how their support can make have a
tangible effect Organizations should be a conduit of causes
rather than the causes themselves
Millennials prefer to learn about volunteering
opportunities through their peers Social technology and self-organized groups are the beginning and higher levels of engagement can branch out of initial peer influence
Millennials consistently view both their network and their voice as two additional types
of assets they can offer a cause Aided by technology
an individual who donates hisor her voice may still give skills time and money
Millennials have notably grown in their desire for
imagery and video They use these media elements to
vicariously experience the need Visuals must focus on the story behind the cause
Causes Peers Assets Virtual
Source A Generation for Causes
Copyright copy 2017 Accenture All rights reserved 8
The Volunteer LandscapeBarriers to Volunteering
Four key barriers to volunteering can discourage millennials from assisting nonprofits
Cause lacks connection to individuals seeking
assistance
Lack of like-minded people involved in the
cause
Limited opportunities to enhance their expertise
Only long-term commitments or on-site
ways to get involved
A lack of focus on the content of the cause and not the organization can prevent
Millennials from feeling and experiencing the cause and
connecting to the individuals seeking assistance
Millennials rely on social media for connecting with their networks about their
participation in causes and view volunteer opportunities as a way to socially connect
with like-minded peers
Whether technical skills networking or leadership
experience 46 of millennials sight lsquoexpertisersquo as the top motivator for getting
involved in a cause
The majority of Millennial volunteers and donors seem
to enter a cause by first completing smaller actions or
sporadic work rather than making a long-term
commitment
Causes Peers Assets Virtual
Source A Generation for Causes
Copyright copy 2017 Accenture All rights reserved 9
The Volunteer LandscapeVolunteer Value Proposition for Millennials
While millennials and earlier generations give differently they both want to have a positive impact on the world
MILLENNIALS BOOMERSSHARED
Value self-expression a balanced lifestyle meaningful work resiliency positive reinforcement and social responsibility
Eager to drive change around the world
Create thechange they want to see in the world
Value optimism teamwork work ethic personal gratification and success
Embrace a consensual collegial leadership style team work and in-person meetings
Motivations
More likely to support international causes childrenrsquos charities and human rights
Want to connect with people
More likely to support local social services and give to help to the poor help themselves
Causes
Crowdfunding and mobile giving appeals more to millennials
With a connection will give a high levels
Donate through the workplace or at the motivation of supervisors and colleagues
Channels
Source Generational Differences in Philanthropic Giving
10
SECTION TWO
Volunteering at Habitat
Copyright copy 2017 Accenture All rights reserved 11
The Volunteer Experience
Click on the Images to view the videos
Copyright copy 2017 Accenture All rights reserved 12
Habitat Youth Programs
There are multiple entry points for millennial volunteers to connect with Habitat for Humanity
bull Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
bull Over 500 high school and college campus chapters are student organized and student lead groups providing the opportunity for millennials to connect socially learn amp develop skills and make a difference in their communities
bull Collegiate Challenge and Learn amp Build Experience are alternative spring-break programs that give the opportunity for young people
bull The annual Young Leaders Conference offers millennials leadership and skills training peer networking and opportunities to innovate around their engagement with Habitat
bull While AmeriCorps is open to any American over 18 65 of Habitat AmeriCorps members are between the ages of 18-26 Many young adults take advantage of the opportunity for gap year service or the first significant professional responsibilityafter college
bull Habitat Young Professional groups participate and creates a space for transformational leadership and professional development that millennials are looking for
ldquoBeing a part of this experience was the best decision I have made during my 4 years of university I
wish I had volunteered every year of my degree I made friendships
that will last a lifetime and I helped to improve the life of
another human being which is the most rewarding experience I
have ever hadrdquo
ldquoHabitat for Humanity has made an impact on my life by making me aware of the
substandard housing present in almost every community across the nation Everyone should work with Habitat at some point during their life It doesnt matter if you
dont know how to use a hammer saw or nail guns you can make a difference in
peoples lives by simply being on site and offering support and being willing to learnrdquo
ldquoI feel like I not only learned a ton about a new community and the people that live in it but I also
learned many things about myself Working with everyone made me realize what it is that I want to do for part of my future
but it also gave me a stronger sense of who I amrdquo
Copyright copy 2017 Accenture All rights reserved 13
Volunteering at HabitatYouth Volunteer Activities
Habitat has a number of volunteer opportunities both in America and abroad
Activity Name Activity Description
Campus Chapters
Each campus chapter is a student-led student-initiated organization on a high school or college campus that partners with the local Habitat for Humanity to fulfill the four functions of a campus chapter (direct service fundraising advocating educating) Campus chapters set the foundation for Habitatrsquos work related to the school
Habitat Young Professionals
Habitat Young Professionals supports affiliatesrsquo local service while engaging young professionals as leaders volunteers advocates educators and donors Directly serve with homeowners and Habitat for Humanity International to help accomplish Habitatrsquos mission
Collegiate ChallengeFor more than 25 years Habitat has provided alternative school break volunteer opportunities to high school and college students
Act Speak Build WeekAct Speak Build Week (April 2 - 8 2017) goes beyond the build site as volunteers advocate for decent affordable shelter by engaging elected officials and their community to help shape policy in a way that supports people in need of affordable housing
Young Leaders ConferenceYoung Leaders Retreat This retreat will offer an in-depth leadership development training available for a limited number of college campus chapter members Habitat Young Professional members advisers and affiliate staff
Copyright copy 2017 Accenture All rights reserved 14
Volunteering at HabitatOther Volunteer Activities
Habitat has a number of other volunteer opportunities both in America and abroad
Activity Name Activity Description
Women BuildWomen learn new construction skills needed to effectively contribute to Habitatrsquos mission and build or renovate houses at Women Build events Events can be led through Campus Chapters
Veterans BuildVeterans Build focuses on homebuilding and remodeling volunteering employment skills financial education and literacy programs and honoring men and women who served
Home PreservationHabitat offers home repair services to homeowners so they can continue to live in safe decent homes for years to come Some of our home repair work includes painting landscaping weatherization and minor repair services
Global VillageGlobal Village trips offer more than just the opportunity to swing a hammer but also to experience the country like a local with the locals Meet people from around the world with all different kinds of backgrounds races and religions
Habitat for Humanity AmeriCorps
Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
Faith PartnersVolunteering together provides a way for your faith groups to have fun together while pursuing a common goal You will be strengthening your community and empowering Habitat homeowners to build a better future for themselves
Copyright copy 2017 Accenture All rights reserved 15
Volunteering at HabitatAffiliate Profile
Habitat has over 1000 affiliate organizations located around the country that further Habitatrsquos mission in their local communities
bull Habitat has nearly 1400 affiliates that operate as separate organizations but fall under the Habitat for Humanity International umbrella
bull These affiliates engage their local communities on the important of safe affordable housingbull The complexity and size of each affiliate varies regionally but all work with headquarters to further Habitat mission
Who Are Habitat affiliates
Currently affiliates manage volunteer engagement in one of several ways
How do affiliates engage volunteers
A handful of affiliates see a leadershipgrowth opportunity in developing a stronger and more diverse volunteer base and use volunteer activities to build long-term relationships with Habitat supporters
Affiliates prioritize finding the qualified regular volunteers to get the work done which usually skews their volunteer base toward older (baby boomer) craftsmen with construction experience
Volunteer opportunities are reserved for corporate sponsors Affiliates do not have the bandwidth to provide robust volunteer coordination and cannot accommodate walk-on (non-corporate) participation
REVENUE MODEL LABOR MODEL VISIONARY MODEL
Copyright copy 2017 Accenture All rights reserved 16
Habitat Affiliate Profile
Habitat operates under a federated model meaning its affiliates are semi-autonomous and decentralized but benefit from interoperability and information-sharing under the HQ umbrella
Affiliate service areas range from small sections of urban areas to large county wide service areas in rural areas
These service areas are defined by the affiliate in coordination with Habitat for Humanity International
SERVICE COVERAGE
Affiliates have access to a wide range of support materials for general volunteer management on the Habitat
Intranet site These materials range from case studies to program guides Habitat International also provides
face to face training and webinars focused on volunteer management safety and specific program guidance
HFHI has recently launched a Volunteer Resource Center designed to assist affiliate with specific questions
build educational materials and expand our studies of volunteer impact
RESOURCES PROVIDED
FROM HFHI (HQ)
Communication with volunteers differs by program and by hosting entity Some of our volunteer programs have
robust pre event training while others have little or no pre or post communication This is a recognized area of
weakness in our current volunteer programming Eighty-three percent of affiliates use Facebook to recruit
volunteers
VOLUNTEER
COMMUNICATION
VOLUNTEER PRIORITIES There are three primary objectives in Habitatrsquos volunteer engagement effort
1 Volunteer labor ndash volunteers help to build and renovate homes and develop communities
2 Building supporters ndash volunteering hands-on with an affiliate helps people see the struggles of low
income families and get to know the mission of Habitat and how it creates impact in communities
Volunteering often leads people to take on a larger role with an affiliate either as a committed volunteer
donor or advocate
3 Capacity buildingskilled volunteerism ndash volunteers serve as the skilled leadership of the organization as
board and committee members and skilled volunteers in other areas These volunteers help scale impact
This also varies significantly by volunteer program Some affiliates track their volunteers closely using cutting
edge volunteer management programs while the majority use a manual sign-in sheet or excel process
Generally the percentage of regular volunteers at Habitat affiliates is low estimated below 25
VOLUNTEER DATA
MANAGEMENT
Copyright copy 2017 Accenture All rights reserved 17
Volunteering at HabitatMark Andrews Interview
Interview with Mark Andrews Vice President Volunteer and Institutional Engagement
In the attached interview Mark explains how HFHI has historically approached volunteer engagement and how
that approach needs to change in order to build lasting partnerships with younger demographics
Mark began his Habitat career in 1993 managing new country programs in Sri Lanka and India He has served in a number of roles including as executive director for a local affiliate Michigan and leading Habitatrsquos 2010 earthquake recovery work in Haiti with a staff of 130 and a budget of $200 million During this time Habitat Haiti served over 50000 families with a range of shelter solutions
In 2004 Mark lead a review of Habitatrsquos US operations resulting a major restructuring of support functions for Habitatrsquos 1500 US affiliates As Senior Director of US Operations Mark had responsibility for affiliate support grant management and program development for all Habitat operations in the United States
Mark was appointed to his current role as Vice President of Volunteer and Institutional Engagement in July of 2012 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 6
The Volunteer LandscapeHabitat Target Profiles
Successful Doers and Worldly Idealists ndash particularly younger generations ndash are most aligned with Habitatrsquos future work as the current generation of lsquocontent traditionalistrsquo donors matures
12
28
46
12
HFHI AudienceSUCCESSFUL
DOERSCONTENT
TRADITIONALISTSWORLDLYIDEALISTS
SOCIALINFLUENCERS
SHOWYSTRIVERS
bull Hands-onbull Hardworkingbull Believe people
need to work hard to help themselves
bull More likely to have advance degrees and higher incomes
bull Conservativebull Traditionalbull Faith is a driving
forcebull Skew older and
lower-income
bull Globally- awarebull Not religiously
drivenbull Younger students
OR older and retired
bull More likely to have advance degreeshigh incomes
bull Passionate and actively involved
bull Enthusiastic catalysts with in their social circles
bull Adventurousbull Skew younger
bull Believe people get what they deserve in life
bull Believe money is the best measure of success
bull Like to get credit
Showy Strivers Social InfluencersContent Traditionalists
Worldly IdealistsSuccessful Doers
Younger Worldly IdealistsSuccessful Doers
Social Influencers
Older Worldly IdealistsContent Traditionalists
LEAST ALIGNED WITH HABITAT
60-70 OF CURRENT DONORS
MOST ALIGNED WITH HABITAT
NEXT GENERATION OF DONORS
M i s s i o n A l i g n m e n t
D o n o r M a k e u p
Copyright copy 2017 Accenture All rights reserved 7
The Volunteer LandscapeMillennial Volunteer
Volunteerism rates among millennials are similar to older generations ndash millennials just volunteer in different ways
Millennials engage with causes to help other
people not institutions
Millennials are influenced by the
decisions and behaviors of their peers
Millennials treat their time money and
network as having equal value
Millennials can connect to a cause without
having to be on site
The responsibility lays with organizations to inspire and show Millennials how their support can make have a
tangible effect Organizations should be a conduit of causes
rather than the causes themselves
Millennials prefer to learn about volunteering
opportunities through their peers Social technology and self-organized groups are the beginning and higher levels of engagement can branch out of initial peer influence
Millennials consistently view both their network and their voice as two additional types
of assets they can offer a cause Aided by technology
an individual who donates hisor her voice may still give skills time and money
Millennials have notably grown in their desire for
imagery and video They use these media elements to
vicariously experience the need Visuals must focus on the story behind the cause
Causes Peers Assets Virtual
Source A Generation for Causes
Copyright copy 2017 Accenture All rights reserved 8
The Volunteer LandscapeBarriers to Volunteering
Four key barriers to volunteering can discourage millennials from assisting nonprofits
Cause lacks connection to individuals seeking
assistance
Lack of like-minded people involved in the
cause
Limited opportunities to enhance their expertise
Only long-term commitments or on-site
ways to get involved
A lack of focus on the content of the cause and not the organization can prevent
Millennials from feeling and experiencing the cause and
connecting to the individuals seeking assistance
Millennials rely on social media for connecting with their networks about their
participation in causes and view volunteer opportunities as a way to socially connect
with like-minded peers
Whether technical skills networking or leadership
experience 46 of millennials sight lsquoexpertisersquo as the top motivator for getting
involved in a cause
The majority of Millennial volunteers and donors seem
to enter a cause by first completing smaller actions or
sporadic work rather than making a long-term
commitment
Causes Peers Assets Virtual
Source A Generation for Causes
Copyright copy 2017 Accenture All rights reserved 9
The Volunteer LandscapeVolunteer Value Proposition for Millennials
While millennials and earlier generations give differently they both want to have a positive impact on the world
MILLENNIALS BOOMERSSHARED
Value self-expression a balanced lifestyle meaningful work resiliency positive reinforcement and social responsibility
Eager to drive change around the world
Create thechange they want to see in the world
Value optimism teamwork work ethic personal gratification and success
Embrace a consensual collegial leadership style team work and in-person meetings
Motivations
More likely to support international causes childrenrsquos charities and human rights
Want to connect with people
More likely to support local social services and give to help to the poor help themselves
Causes
Crowdfunding and mobile giving appeals more to millennials
With a connection will give a high levels
Donate through the workplace or at the motivation of supervisors and colleagues
Channels
Source Generational Differences in Philanthropic Giving
10
SECTION TWO
Volunteering at Habitat
Copyright copy 2017 Accenture All rights reserved 11
The Volunteer Experience
Click on the Images to view the videos
Copyright copy 2017 Accenture All rights reserved 12
Habitat Youth Programs
There are multiple entry points for millennial volunteers to connect with Habitat for Humanity
bull Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
bull Over 500 high school and college campus chapters are student organized and student lead groups providing the opportunity for millennials to connect socially learn amp develop skills and make a difference in their communities
bull Collegiate Challenge and Learn amp Build Experience are alternative spring-break programs that give the opportunity for young people
bull The annual Young Leaders Conference offers millennials leadership and skills training peer networking and opportunities to innovate around their engagement with Habitat
bull While AmeriCorps is open to any American over 18 65 of Habitat AmeriCorps members are between the ages of 18-26 Many young adults take advantage of the opportunity for gap year service or the first significant professional responsibilityafter college
bull Habitat Young Professional groups participate and creates a space for transformational leadership and professional development that millennials are looking for
ldquoBeing a part of this experience was the best decision I have made during my 4 years of university I
wish I had volunteered every year of my degree I made friendships
that will last a lifetime and I helped to improve the life of
another human being which is the most rewarding experience I
have ever hadrdquo
ldquoHabitat for Humanity has made an impact on my life by making me aware of the
substandard housing present in almost every community across the nation Everyone should work with Habitat at some point during their life It doesnt matter if you
dont know how to use a hammer saw or nail guns you can make a difference in
peoples lives by simply being on site and offering support and being willing to learnrdquo
ldquoI feel like I not only learned a ton about a new community and the people that live in it but I also
learned many things about myself Working with everyone made me realize what it is that I want to do for part of my future
but it also gave me a stronger sense of who I amrdquo
Copyright copy 2017 Accenture All rights reserved 13
Volunteering at HabitatYouth Volunteer Activities
Habitat has a number of volunteer opportunities both in America and abroad
Activity Name Activity Description
Campus Chapters
Each campus chapter is a student-led student-initiated organization on a high school or college campus that partners with the local Habitat for Humanity to fulfill the four functions of a campus chapter (direct service fundraising advocating educating) Campus chapters set the foundation for Habitatrsquos work related to the school
Habitat Young Professionals
Habitat Young Professionals supports affiliatesrsquo local service while engaging young professionals as leaders volunteers advocates educators and donors Directly serve with homeowners and Habitat for Humanity International to help accomplish Habitatrsquos mission
Collegiate ChallengeFor more than 25 years Habitat has provided alternative school break volunteer opportunities to high school and college students
Act Speak Build WeekAct Speak Build Week (April 2 - 8 2017) goes beyond the build site as volunteers advocate for decent affordable shelter by engaging elected officials and their community to help shape policy in a way that supports people in need of affordable housing
Young Leaders ConferenceYoung Leaders Retreat This retreat will offer an in-depth leadership development training available for a limited number of college campus chapter members Habitat Young Professional members advisers and affiliate staff
Copyright copy 2017 Accenture All rights reserved 14
Volunteering at HabitatOther Volunteer Activities
Habitat has a number of other volunteer opportunities both in America and abroad
Activity Name Activity Description
Women BuildWomen learn new construction skills needed to effectively contribute to Habitatrsquos mission and build or renovate houses at Women Build events Events can be led through Campus Chapters
Veterans BuildVeterans Build focuses on homebuilding and remodeling volunteering employment skills financial education and literacy programs and honoring men and women who served
Home PreservationHabitat offers home repair services to homeowners so they can continue to live in safe decent homes for years to come Some of our home repair work includes painting landscaping weatherization and minor repair services
Global VillageGlobal Village trips offer more than just the opportunity to swing a hammer but also to experience the country like a local with the locals Meet people from around the world with all different kinds of backgrounds races and religions
Habitat for Humanity AmeriCorps
Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
Faith PartnersVolunteering together provides a way for your faith groups to have fun together while pursuing a common goal You will be strengthening your community and empowering Habitat homeowners to build a better future for themselves
Copyright copy 2017 Accenture All rights reserved 15
Volunteering at HabitatAffiliate Profile
Habitat has over 1000 affiliate organizations located around the country that further Habitatrsquos mission in their local communities
bull Habitat has nearly 1400 affiliates that operate as separate organizations but fall under the Habitat for Humanity International umbrella
bull These affiliates engage their local communities on the important of safe affordable housingbull The complexity and size of each affiliate varies regionally but all work with headquarters to further Habitat mission
Who Are Habitat affiliates
Currently affiliates manage volunteer engagement in one of several ways
How do affiliates engage volunteers
A handful of affiliates see a leadershipgrowth opportunity in developing a stronger and more diverse volunteer base and use volunteer activities to build long-term relationships with Habitat supporters
Affiliates prioritize finding the qualified regular volunteers to get the work done which usually skews their volunteer base toward older (baby boomer) craftsmen with construction experience
Volunteer opportunities are reserved for corporate sponsors Affiliates do not have the bandwidth to provide robust volunteer coordination and cannot accommodate walk-on (non-corporate) participation
REVENUE MODEL LABOR MODEL VISIONARY MODEL
Copyright copy 2017 Accenture All rights reserved 16
Habitat Affiliate Profile
Habitat operates under a federated model meaning its affiliates are semi-autonomous and decentralized but benefit from interoperability and information-sharing under the HQ umbrella
Affiliate service areas range from small sections of urban areas to large county wide service areas in rural areas
These service areas are defined by the affiliate in coordination with Habitat for Humanity International
SERVICE COVERAGE
Affiliates have access to a wide range of support materials for general volunteer management on the Habitat
Intranet site These materials range from case studies to program guides Habitat International also provides
face to face training and webinars focused on volunteer management safety and specific program guidance
HFHI has recently launched a Volunteer Resource Center designed to assist affiliate with specific questions
build educational materials and expand our studies of volunteer impact
RESOURCES PROVIDED
FROM HFHI (HQ)
Communication with volunteers differs by program and by hosting entity Some of our volunteer programs have
robust pre event training while others have little or no pre or post communication This is a recognized area of
weakness in our current volunteer programming Eighty-three percent of affiliates use Facebook to recruit
volunteers
VOLUNTEER
COMMUNICATION
VOLUNTEER PRIORITIES There are three primary objectives in Habitatrsquos volunteer engagement effort
1 Volunteer labor ndash volunteers help to build and renovate homes and develop communities
2 Building supporters ndash volunteering hands-on with an affiliate helps people see the struggles of low
income families and get to know the mission of Habitat and how it creates impact in communities
Volunteering often leads people to take on a larger role with an affiliate either as a committed volunteer
donor or advocate
3 Capacity buildingskilled volunteerism ndash volunteers serve as the skilled leadership of the organization as
board and committee members and skilled volunteers in other areas These volunteers help scale impact
This also varies significantly by volunteer program Some affiliates track their volunteers closely using cutting
edge volunteer management programs while the majority use a manual sign-in sheet or excel process
Generally the percentage of regular volunteers at Habitat affiliates is low estimated below 25
VOLUNTEER DATA
MANAGEMENT
Copyright copy 2017 Accenture All rights reserved 17
Volunteering at HabitatMark Andrews Interview
Interview with Mark Andrews Vice President Volunteer and Institutional Engagement
In the attached interview Mark explains how HFHI has historically approached volunteer engagement and how
that approach needs to change in order to build lasting partnerships with younger demographics
Mark began his Habitat career in 1993 managing new country programs in Sri Lanka and India He has served in a number of roles including as executive director for a local affiliate Michigan and leading Habitatrsquos 2010 earthquake recovery work in Haiti with a staff of 130 and a budget of $200 million During this time Habitat Haiti served over 50000 families with a range of shelter solutions
In 2004 Mark lead a review of Habitatrsquos US operations resulting a major restructuring of support functions for Habitatrsquos 1500 US affiliates As Senior Director of US Operations Mark had responsibility for affiliate support grant management and program development for all Habitat operations in the United States
Mark was appointed to his current role as Vice President of Volunteer and Institutional Engagement in July of 2012 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 7
The Volunteer LandscapeMillennial Volunteer
Volunteerism rates among millennials are similar to older generations ndash millennials just volunteer in different ways
Millennials engage with causes to help other
people not institutions
Millennials are influenced by the
decisions and behaviors of their peers
Millennials treat their time money and
network as having equal value
Millennials can connect to a cause without
having to be on site
The responsibility lays with organizations to inspire and show Millennials how their support can make have a
tangible effect Organizations should be a conduit of causes
rather than the causes themselves
Millennials prefer to learn about volunteering
opportunities through their peers Social technology and self-organized groups are the beginning and higher levels of engagement can branch out of initial peer influence
Millennials consistently view both their network and their voice as two additional types
of assets they can offer a cause Aided by technology
an individual who donates hisor her voice may still give skills time and money
Millennials have notably grown in their desire for
imagery and video They use these media elements to
vicariously experience the need Visuals must focus on the story behind the cause
Causes Peers Assets Virtual
Source A Generation for Causes
Copyright copy 2017 Accenture All rights reserved 8
The Volunteer LandscapeBarriers to Volunteering
Four key barriers to volunteering can discourage millennials from assisting nonprofits
Cause lacks connection to individuals seeking
assistance
Lack of like-minded people involved in the
cause
Limited opportunities to enhance their expertise
Only long-term commitments or on-site
ways to get involved
A lack of focus on the content of the cause and not the organization can prevent
Millennials from feeling and experiencing the cause and
connecting to the individuals seeking assistance
Millennials rely on social media for connecting with their networks about their
participation in causes and view volunteer opportunities as a way to socially connect
with like-minded peers
Whether technical skills networking or leadership
experience 46 of millennials sight lsquoexpertisersquo as the top motivator for getting
involved in a cause
The majority of Millennial volunteers and donors seem
to enter a cause by first completing smaller actions or
sporadic work rather than making a long-term
commitment
Causes Peers Assets Virtual
Source A Generation for Causes
Copyright copy 2017 Accenture All rights reserved 9
The Volunteer LandscapeVolunteer Value Proposition for Millennials
While millennials and earlier generations give differently they both want to have a positive impact on the world
MILLENNIALS BOOMERSSHARED
Value self-expression a balanced lifestyle meaningful work resiliency positive reinforcement and social responsibility
Eager to drive change around the world
Create thechange they want to see in the world
Value optimism teamwork work ethic personal gratification and success
Embrace a consensual collegial leadership style team work and in-person meetings
Motivations
More likely to support international causes childrenrsquos charities and human rights
Want to connect with people
More likely to support local social services and give to help to the poor help themselves
Causes
Crowdfunding and mobile giving appeals more to millennials
With a connection will give a high levels
Donate through the workplace or at the motivation of supervisors and colleagues
Channels
Source Generational Differences in Philanthropic Giving
10
SECTION TWO
Volunteering at Habitat
Copyright copy 2017 Accenture All rights reserved 11
The Volunteer Experience
Click on the Images to view the videos
Copyright copy 2017 Accenture All rights reserved 12
Habitat Youth Programs
There are multiple entry points for millennial volunteers to connect with Habitat for Humanity
bull Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
bull Over 500 high school and college campus chapters are student organized and student lead groups providing the opportunity for millennials to connect socially learn amp develop skills and make a difference in their communities
bull Collegiate Challenge and Learn amp Build Experience are alternative spring-break programs that give the opportunity for young people
bull The annual Young Leaders Conference offers millennials leadership and skills training peer networking and opportunities to innovate around their engagement with Habitat
bull While AmeriCorps is open to any American over 18 65 of Habitat AmeriCorps members are between the ages of 18-26 Many young adults take advantage of the opportunity for gap year service or the first significant professional responsibilityafter college
bull Habitat Young Professional groups participate and creates a space for transformational leadership and professional development that millennials are looking for
ldquoBeing a part of this experience was the best decision I have made during my 4 years of university I
wish I had volunteered every year of my degree I made friendships
that will last a lifetime and I helped to improve the life of
another human being which is the most rewarding experience I
have ever hadrdquo
ldquoHabitat for Humanity has made an impact on my life by making me aware of the
substandard housing present in almost every community across the nation Everyone should work with Habitat at some point during their life It doesnt matter if you
dont know how to use a hammer saw or nail guns you can make a difference in
peoples lives by simply being on site and offering support and being willing to learnrdquo
ldquoI feel like I not only learned a ton about a new community and the people that live in it but I also
learned many things about myself Working with everyone made me realize what it is that I want to do for part of my future
but it also gave me a stronger sense of who I amrdquo
Copyright copy 2017 Accenture All rights reserved 13
Volunteering at HabitatYouth Volunteer Activities
Habitat has a number of volunteer opportunities both in America and abroad
Activity Name Activity Description
Campus Chapters
Each campus chapter is a student-led student-initiated organization on a high school or college campus that partners with the local Habitat for Humanity to fulfill the four functions of a campus chapter (direct service fundraising advocating educating) Campus chapters set the foundation for Habitatrsquos work related to the school
Habitat Young Professionals
Habitat Young Professionals supports affiliatesrsquo local service while engaging young professionals as leaders volunteers advocates educators and donors Directly serve with homeowners and Habitat for Humanity International to help accomplish Habitatrsquos mission
Collegiate ChallengeFor more than 25 years Habitat has provided alternative school break volunteer opportunities to high school and college students
Act Speak Build WeekAct Speak Build Week (April 2 - 8 2017) goes beyond the build site as volunteers advocate for decent affordable shelter by engaging elected officials and their community to help shape policy in a way that supports people in need of affordable housing
Young Leaders ConferenceYoung Leaders Retreat This retreat will offer an in-depth leadership development training available for a limited number of college campus chapter members Habitat Young Professional members advisers and affiliate staff
Copyright copy 2017 Accenture All rights reserved 14
Volunteering at HabitatOther Volunteer Activities
Habitat has a number of other volunteer opportunities both in America and abroad
Activity Name Activity Description
Women BuildWomen learn new construction skills needed to effectively contribute to Habitatrsquos mission and build or renovate houses at Women Build events Events can be led through Campus Chapters
Veterans BuildVeterans Build focuses on homebuilding and remodeling volunteering employment skills financial education and literacy programs and honoring men and women who served
Home PreservationHabitat offers home repair services to homeowners so they can continue to live in safe decent homes for years to come Some of our home repair work includes painting landscaping weatherization and minor repair services
Global VillageGlobal Village trips offer more than just the opportunity to swing a hammer but also to experience the country like a local with the locals Meet people from around the world with all different kinds of backgrounds races and religions
Habitat for Humanity AmeriCorps
Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
Faith PartnersVolunteering together provides a way for your faith groups to have fun together while pursuing a common goal You will be strengthening your community and empowering Habitat homeowners to build a better future for themselves
Copyright copy 2017 Accenture All rights reserved 15
Volunteering at HabitatAffiliate Profile
Habitat has over 1000 affiliate organizations located around the country that further Habitatrsquos mission in their local communities
bull Habitat has nearly 1400 affiliates that operate as separate organizations but fall under the Habitat for Humanity International umbrella
bull These affiliates engage their local communities on the important of safe affordable housingbull The complexity and size of each affiliate varies regionally but all work with headquarters to further Habitat mission
Who Are Habitat affiliates
Currently affiliates manage volunteer engagement in one of several ways
How do affiliates engage volunteers
A handful of affiliates see a leadershipgrowth opportunity in developing a stronger and more diverse volunteer base and use volunteer activities to build long-term relationships with Habitat supporters
Affiliates prioritize finding the qualified regular volunteers to get the work done which usually skews their volunteer base toward older (baby boomer) craftsmen with construction experience
Volunteer opportunities are reserved for corporate sponsors Affiliates do not have the bandwidth to provide robust volunteer coordination and cannot accommodate walk-on (non-corporate) participation
REVENUE MODEL LABOR MODEL VISIONARY MODEL
Copyright copy 2017 Accenture All rights reserved 16
Habitat Affiliate Profile
Habitat operates under a federated model meaning its affiliates are semi-autonomous and decentralized but benefit from interoperability and information-sharing under the HQ umbrella
Affiliate service areas range from small sections of urban areas to large county wide service areas in rural areas
These service areas are defined by the affiliate in coordination with Habitat for Humanity International
SERVICE COVERAGE
Affiliates have access to a wide range of support materials for general volunteer management on the Habitat
Intranet site These materials range from case studies to program guides Habitat International also provides
face to face training and webinars focused on volunteer management safety and specific program guidance
HFHI has recently launched a Volunteer Resource Center designed to assist affiliate with specific questions
build educational materials and expand our studies of volunteer impact
RESOURCES PROVIDED
FROM HFHI (HQ)
Communication with volunteers differs by program and by hosting entity Some of our volunteer programs have
robust pre event training while others have little or no pre or post communication This is a recognized area of
weakness in our current volunteer programming Eighty-three percent of affiliates use Facebook to recruit
volunteers
VOLUNTEER
COMMUNICATION
VOLUNTEER PRIORITIES There are three primary objectives in Habitatrsquos volunteer engagement effort
1 Volunteer labor ndash volunteers help to build and renovate homes and develop communities
2 Building supporters ndash volunteering hands-on with an affiliate helps people see the struggles of low
income families and get to know the mission of Habitat and how it creates impact in communities
Volunteering often leads people to take on a larger role with an affiliate either as a committed volunteer
donor or advocate
3 Capacity buildingskilled volunteerism ndash volunteers serve as the skilled leadership of the organization as
board and committee members and skilled volunteers in other areas These volunteers help scale impact
This also varies significantly by volunteer program Some affiliates track their volunteers closely using cutting
edge volunteer management programs while the majority use a manual sign-in sheet or excel process
Generally the percentage of regular volunteers at Habitat affiliates is low estimated below 25
VOLUNTEER DATA
MANAGEMENT
Copyright copy 2017 Accenture All rights reserved 17
Volunteering at HabitatMark Andrews Interview
Interview with Mark Andrews Vice President Volunteer and Institutional Engagement
In the attached interview Mark explains how HFHI has historically approached volunteer engagement and how
that approach needs to change in order to build lasting partnerships with younger demographics
Mark began his Habitat career in 1993 managing new country programs in Sri Lanka and India He has served in a number of roles including as executive director for a local affiliate Michigan and leading Habitatrsquos 2010 earthquake recovery work in Haiti with a staff of 130 and a budget of $200 million During this time Habitat Haiti served over 50000 families with a range of shelter solutions
In 2004 Mark lead a review of Habitatrsquos US operations resulting a major restructuring of support functions for Habitatrsquos 1500 US affiliates As Senior Director of US Operations Mark had responsibility for affiliate support grant management and program development for all Habitat operations in the United States
Mark was appointed to his current role as Vice President of Volunteer and Institutional Engagement in July of 2012 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 8
The Volunteer LandscapeBarriers to Volunteering
Four key barriers to volunteering can discourage millennials from assisting nonprofits
Cause lacks connection to individuals seeking
assistance
Lack of like-minded people involved in the
cause
Limited opportunities to enhance their expertise
Only long-term commitments or on-site
ways to get involved
A lack of focus on the content of the cause and not the organization can prevent
Millennials from feeling and experiencing the cause and
connecting to the individuals seeking assistance
Millennials rely on social media for connecting with their networks about their
participation in causes and view volunteer opportunities as a way to socially connect
with like-minded peers
Whether technical skills networking or leadership
experience 46 of millennials sight lsquoexpertisersquo as the top motivator for getting
involved in a cause
The majority of Millennial volunteers and donors seem
to enter a cause by first completing smaller actions or
sporadic work rather than making a long-term
commitment
Causes Peers Assets Virtual
Source A Generation for Causes
Copyright copy 2017 Accenture All rights reserved 9
The Volunteer LandscapeVolunteer Value Proposition for Millennials
While millennials and earlier generations give differently they both want to have a positive impact on the world
MILLENNIALS BOOMERSSHARED
Value self-expression a balanced lifestyle meaningful work resiliency positive reinforcement and social responsibility
Eager to drive change around the world
Create thechange they want to see in the world
Value optimism teamwork work ethic personal gratification and success
Embrace a consensual collegial leadership style team work and in-person meetings
Motivations
More likely to support international causes childrenrsquos charities and human rights
Want to connect with people
More likely to support local social services and give to help to the poor help themselves
Causes
Crowdfunding and mobile giving appeals more to millennials
With a connection will give a high levels
Donate through the workplace or at the motivation of supervisors and colleagues
Channels
Source Generational Differences in Philanthropic Giving
10
SECTION TWO
Volunteering at Habitat
Copyright copy 2017 Accenture All rights reserved 11
The Volunteer Experience
Click on the Images to view the videos
Copyright copy 2017 Accenture All rights reserved 12
Habitat Youth Programs
There are multiple entry points for millennial volunteers to connect with Habitat for Humanity
bull Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
bull Over 500 high school and college campus chapters are student organized and student lead groups providing the opportunity for millennials to connect socially learn amp develop skills and make a difference in their communities
bull Collegiate Challenge and Learn amp Build Experience are alternative spring-break programs that give the opportunity for young people
bull The annual Young Leaders Conference offers millennials leadership and skills training peer networking and opportunities to innovate around their engagement with Habitat
bull While AmeriCorps is open to any American over 18 65 of Habitat AmeriCorps members are between the ages of 18-26 Many young adults take advantage of the opportunity for gap year service or the first significant professional responsibilityafter college
bull Habitat Young Professional groups participate and creates a space for transformational leadership and professional development that millennials are looking for
ldquoBeing a part of this experience was the best decision I have made during my 4 years of university I
wish I had volunteered every year of my degree I made friendships
that will last a lifetime and I helped to improve the life of
another human being which is the most rewarding experience I
have ever hadrdquo
ldquoHabitat for Humanity has made an impact on my life by making me aware of the
substandard housing present in almost every community across the nation Everyone should work with Habitat at some point during their life It doesnt matter if you
dont know how to use a hammer saw or nail guns you can make a difference in
peoples lives by simply being on site and offering support and being willing to learnrdquo
ldquoI feel like I not only learned a ton about a new community and the people that live in it but I also
learned many things about myself Working with everyone made me realize what it is that I want to do for part of my future
but it also gave me a stronger sense of who I amrdquo
Copyright copy 2017 Accenture All rights reserved 13
Volunteering at HabitatYouth Volunteer Activities
Habitat has a number of volunteer opportunities both in America and abroad
Activity Name Activity Description
Campus Chapters
Each campus chapter is a student-led student-initiated organization on a high school or college campus that partners with the local Habitat for Humanity to fulfill the four functions of a campus chapter (direct service fundraising advocating educating) Campus chapters set the foundation for Habitatrsquos work related to the school
Habitat Young Professionals
Habitat Young Professionals supports affiliatesrsquo local service while engaging young professionals as leaders volunteers advocates educators and donors Directly serve with homeowners and Habitat for Humanity International to help accomplish Habitatrsquos mission
Collegiate ChallengeFor more than 25 years Habitat has provided alternative school break volunteer opportunities to high school and college students
Act Speak Build WeekAct Speak Build Week (April 2 - 8 2017) goes beyond the build site as volunteers advocate for decent affordable shelter by engaging elected officials and their community to help shape policy in a way that supports people in need of affordable housing
Young Leaders ConferenceYoung Leaders Retreat This retreat will offer an in-depth leadership development training available for a limited number of college campus chapter members Habitat Young Professional members advisers and affiliate staff
Copyright copy 2017 Accenture All rights reserved 14
Volunteering at HabitatOther Volunteer Activities
Habitat has a number of other volunteer opportunities both in America and abroad
Activity Name Activity Description
Women BuildWomen learn new construction skills needed to effectively contribute to Habitatrsquos mission and build or renovate houses at Women Build events Events can be led through Campus Chapters
Veterans BuildVeterans Build focuses on homebuilding and remodeling volunteering employment skills financial education and literacy programs and honoring men and women who served
Home PreservationHabitat offers home repair services to homeowners so they can continue to live in safe decent homes for years to come Some of our home repair work includes painting landscaping weatherization and minor repair services
Global VillageGlobal Village trips offer more than just the opportunity to swing a hammer but also to experience the country like a local with the locals Meet people from around the world with all different kinds of backgrounds races and religions
Habitat for Humanity AmeriCorps
Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
Faith PartnersVolunteering together provides a way for your faith groups to have fun together while pursuing a common goal You will be strengthening your community and empowering Habitat homeowners to build a better future for themselves
Copyright copy 2017 Accenture All rights reserved 15
Volunteering at HabitatAffiliate Profile
Habitat has over 1000 affiliate organizations located around the country that further Habitatrsquos mission in their local communities
bull Habitat has nearly 1400 affiliates that operate as separate organizations but fall under the Habitat for Humanity International umbrella
bull These affiliates engage their local communities on the important of safe affordable housingbull The complexity and size of each affiliate varies regionally but all work with headquarters to further Habitat mission
Who Are Habitat affiliates
Currently affiliates manage volunteer engagement in one of several ways
How do affiliates engage volunteers
A handful of affiliates see a leadershipgrowth opportunity in developing a stronger and more diverse volunteer base and use volunteer activities to build long-term relationships with Habitat supporters
Affiliates prioritize finding the qualified regular volunteers to get the work done which usually skews their volunteer base toward older (baby boomer) craftsmen with construction experience
Volunteer opportunities are reserved for corporate sponsors Affiliates do not have the bandwidth to provide robust volunteer coordination and cannot accommodate walk-on (non-corporate) participation
REVENUE MODEL LABOR MODEL VISIONARY MODEL
Copyright copy 2017 Accenture All rights reserved 16
Habitat Affiliate Profile
Habitat operates under a federated model meaning its affiliates are semi-autonomous and decentralized but benefit from interoperability and information-sharing under the HQ umbrella
Affiliate service areas range from small sections of urban areas to large county wide service areas in rural areas
These service areas are defined by the affiliate in coordination with Habitat for Humanity International
SERVICE COVERAGE
Affiliates have access to a wide range of support materials for general volunteer management on the Habitat
Intranet site These materials range from case studies to program guides Habitat International also provides
face to face training and webinars focused on volunteer management safety and specific program guidance
HFHI has recently launched a Volunteer Resource Center designed to assist affiliate with specific questions
build educational materials and expand our studies of volunteer impact
RESOURCES PROVIDED
FROM HFHI (HQ)
Communication with volunteers differs by program and by hosting entity Some of our volunteer programs have
robust pre event training while others have little or no pre or post communication This is a recognized area of
weakness in our current volunteer programming Eighty-three percent of affiliates use Facebook to recruit
volunteers
VOLUNTEER
COMMUNICATION
VOLUNTEER PRIORITIES There are three primary objectives in Habitatrsquos volunteer engagement effort
1 Volunteer labor ndash volunteers help to build and renovate homes and develop communities
2 Building supporters ndash volunteering hands-on with an affiliate helps people see the struggles of low
income families and get to know the mission of Habitat and how it creates impact in communities
Volunteering often leads people to take on a larger role with an affiliate either as a committed volunteer
donor or advocate
3 Capacity buildingskilled volunteerism ndash volunteers serve as the skilled leadership of the organization as
board and committee members and skilled volunteers in other areas These volunteers help scale impact
This also varies significantly by volunteer program Some affiliates track their volunteers closely using cutting
edge volunteer management programs while the majority use a manual sign-in sheet or excel process
Generally the percentage of regular volunteers at Habitat affiliates is low estimated below 25
VOLUNTEER DATA
MANAGEMENT
Copyright copy 2017 Accenture All rights reserved 17
Volunteering at HabitatMark Andrews Interview
Interview with Mark Andrews Vice President Volunteer and Institutional Engagement
In the attached interview Mark explains how HFHI has historically approached volunteer engagement and how
that approach needs to change in order to build lasting partnerships with younger demographics
Mark began his Habitat career in 1993 managing new country programs in Sri Lanka and India He has served in a number of roles including as executive director for a local affiliate Michigan and leading Habitatrsquos 2010 earthquake recovery work in Haiti with a staff of 130 and a budget of $200 million During this time Habitat Haiti served over 50000 families with a range of shelter solutions
In 2004 Mark lead a review of Habitatrsquos US operations resulting a major restructuring of support functions for Habitatrsquos 1500 US affiliates As Senior Director of US Operations Mark had responsibility for affiliate support grant management and program development for all Habitat operations in the United States
Mark was appointed to his current role as Vice President of Volunteer and Institutional Engagement in July of 2012 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 9
The Volunteer LandscapeVolunteer Value Proposition for Millennials
While millennials and earlier generations give differently they both want to have a positive impact on the world
MILLENNIALS BOOMERSSHARED
Value self-expression a balanced lifestyle meaningful work resiliency positive reinforcement and social responsibility
Eager to drive change around the world
Create thechange they want to see in the world
Value optimism teamwork work ethic personal gratification and success
Embrace a consensual collegial leadership style team work and in-person meetings
Motivations
More likely to support international causes childrenrsquos charities and human rights
Want to connect with people
More likely to support local social services and give to help to the poor help themselves
Causes
Crowdfunding and mobile giving appeals more to millennials
With a connection will give a high levels
Donate through the workplace or at the motivation of supervisors and colleagues
Channels
Source Generational Differences in Philanthropic Giving
10
SECTION TWO
Volunteering at Habitat
Copyright copy 2017 Accenture All rights reserved 11
The Volunteer Experience
Click on the Images to view the videos
Copyright copy 2017 Accenture All rights reserved 12
Habitat Youth Programs
There are multiple entry points for millennial volunteers to connect with Habitat for Humanity
bull Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
bull Over 500 high school and college campus chapters are student organized and student lead groups providing the opportunity for millennials to connect socially learn amp develop skills and make a difference in their communities
bull Collegiate Challenge and Learn amp Build Experience are alternative spring-break programs that give the opportunity for young people
bull The annual Young Leaders Conference offers millennials leadership and skills training peer networking and opportunities to innovate around their engagement with Habitat
bull While AmeriCorps is open to any American over 18 65 of Habitat AmeriCorps members are between the ages of 18-26 Many young adults take advantage of the opportunity for gap year service or the first significant professional responsibilityafter college
bull Habitat Young Professional groups participate and creates a space for transformational leadership and professional development that millennials are looking for
ldquoBeing a part of this experience was the best decision I have made during my 4 years of university I
wish I had volunteered every year of my degree I made friendships
that will last a lifetime and I helped to improve the life of
another human being which is the most rewarding experience I
have ever hadrdquo
ldquoHabitat for Humanity has made an impact on my life by making me aware of the
substandard housing present in almost every community across the nation Everyone should work with Habitat at some point during their life It doesnt matter if you
dont know how to use a hammer saw or nail guns you can make a difference in
peoples lives by simply being on site and offering support and being willing to learnrdquo
ldquoI feel like I not only learned a ton about a new community and the people that live in it but I also
learned many things about myself Working with everyone made me realize what it is that I want to do for part of my future
but it also gave me a stronger sense of who I amrdquo
Copyright copy 2017 Accenture All rights reserved 13
Volunteering at HabitatYouth Volunteer Activities
Habitat has a number of volunteer opportunities both in America and abroad
Activity Name Activity Description
Campus Chapters
Each campus chapter is a student-led student-initiated organization on a high school or college campus that partners with the local Habitat for Humanity to fulfill the four functions of a campus chapter (direct service fundraising advocating educating) Campus chapters set the foundation for Habitatrsquos work related to the school
Habitat Young Professionals
Habitat Young Professionals supports affiliatesrsquo local service while engaging young professionals as leaders volunteers advocates educators and donors Directly serve with homeowners and Habitat for Humanity International to help accomplish Habitatrsquos mission
Collegiate ChallengeFor more than 25 years Habitat has provided alternative school break volunteer opportunities to high school and college students
Act Speak Build WeekAct Speak Build Week (April 2 - 8 2017) goes beyond the build site as volunteers advocate for decent affordable shelter by engaging elected officials and their community to help shape policy in a way that supports people in need of affordable housing
Young Leaders ConferenceYoung Leaders Retreat This retreat will offer an in-depth leadership development training available for a limited number of college campus chapter members Habitat Young Professional members advisers and affiliate staff
Copyright copy 2017 Accenture All rights reserved 14
Volunteering at HabitatOther Volunteer Activities
Habitat has a number of other volunteer opportunities both in America and abroad
Activity Name Activity Description
Women BuildWomen learn new construction skills needed to effectively contribute to Habitatrsquos mission and build or renovate houses at Women Build events Events can be led through Campus Chapters
Veterans BuildVeterans Build focuses on homebuilding and remodeling volunteering employment skills financial education and literacy programs and honoring men and women who served
Home PreservationHabitat offers home repair services to homeowners so they can continue to live in safe decent homes for years to come Some of our home repair work includes painting landscaping weatherization and minor repair services
Global VillageGlobal Village trips offer more than just the opportunity to swing a hammer but also to experience the country like a local with the locals Meet people from around the world with all different kinds of backgrounds races and religions
Habitat for Humanity AmeriCorps
Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
Faith PartnersVolunteering together provides a way for your faith groups to have fun together while pursuing a common goal You will be strengthening your community and empowering Habitat homeowners to build a better future for themselves
Copyright copy 2017 Accenture All rights reserved 15
Volunteering at HabitatAffiliate Profile
Habitat has over 1000 affiliate organizations located around the country that further Habitatrsquos mission in their local communities
bull Habitat has nearly 1400 affiliates that operate as separate organizations but fall under the Habitat for Humanity International umbrella
bull These affiliates engage their local communities on the important of safe affordable housingbull The complexity and size of each affiliate varies regionally but all work with headquarters to further Habitat mission
Who Are Habitat affiliates
Currently affiliates manage volunteer engagement in one of several ways
How do affiliates engage volunteers
A handful of affiliates see a leadershipgrowth opportunity in developing a stronger and more diverse volunteer base and use volunteer activities to build long-term relationships with Habitat supporters
Affiliates prioritize finding the qualified regular volunteers to get the work done which usually skews their volunteer base toward older (baby boomer) craftsmen with construction experience
Volunteer opportunities are reserved for corporate sponsors Affiliates do not have the bandwidth to provide robust volunteer coordination and cannot accommodate walk-on (non-corporate) participation
REVENUE MODEL LABOR MODEL VISIONARY MODEL
Copyright copy 2017 Accenture All rights reserved 16
Habitat Affiliate Profile
Habitat operates under a federated model meaning its affiliates are semi-autonomous and decentralized but benefit from interoperability and information-sharing under the HQ umbrella
Affiliate service areas range from small sections of urban areas to large county wide service areas in rural areas
These service areas are defined by the affiliate in coordination with Habitat for Humanity International
SERVICE COVERAGE
Affiliates have access to a wide range of support materials for general volunteer management on the Habitat
Intranet site These materials range from case studies to program guides Habitat International also provides
face to face training and webinars focused on volunteer management safety and specific program guidance
HFHI has recently launched a Volunteer Resource Center designed to assist affiliate with specific questions
build educational materials and expand our studies of volunteer impact
RESOURCES PROVIDED
FROM HFHI (HQ)
Communication with volunteers differs by program and by hosting entity Some of our volunteer programs have
robust pre event training while others have little or no pre or post communication This is a recognized area of
weakness in our current volunteer programming Eighty-three percent of affiliates use Facebook to recruit
volunteers
VOLUNTEER
COMMUNICATION
VOLUNTEER PRIORITIES There are three primary objectives in Habitatrsquos volunteer engagement effort
1 Volunteer labor ndash volunteers help to build and renovate homes and develop communities
2 Building supporters ndash volunteering hands-on with an affiliate helps people see the struggles of low
income families and get to know the mission of Habitat and how it creates impact in communities
Volunteering often leads people to take on a larger role with an affiliate either as a committed volunteer
donor or advocate
3 Capacity buildingskilled volunteerism ndash volunteers serve as the skilled leadership of the organization as
board and committee members and skilled volunteers in other areas These volunteers help scale impact
This also varies significantly by volunteer program Some affiliates track their volunteers closely using cutting
edge volunteer management programs while the majority use a manual sign-in sheet or excel process
Generally the percentage of regular volunteers at Habitat affiliates is low estimated below 25
VOLUNTEER DATA
MANAGEMENT
Copyright copy 2017 Accenture All rights reserved 17
Volunteering at HabitatMark Andrews Interview
Interview with Mark Andrews Vice President Volunteer and Institutional Engagement
In the attached interview Mark explains how HFHI has historically approached volunteer engagement and how
that approach needs to change in order to build lasting partnerships with younger demographics
Mark began his Habitat career in 1993 managing new country programs in Sri Lanka and India He has served in a number of roles including as executive director for a local affiliate Michigan and leading Habitatrsquos 2010 earthquake recovery work in Haiti with a staff of 130 and a budget of $200 million During this time Habitat Haiti served over 50000 families with a range of shelter solutions
In 2004 Mark lead a review of Habitatrsquos US operations resulting a major restructuring of support functions for Habitatrsquos 1500 US affiliates As Senior Director of US Operations Mark had responsibility for affiliate support grant management and program development for all Habitat operations in the United States
Mark was appointed to his current role as Vice President of Volunteer and Institutional Engagement in July of 2012 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
10
SECTION TWO
Volunteering at Habitat
Copyright copy 2017 Accenture All rights reserved 11
The Volunteer Experience
Click on the Images to view the videos
Copyright copy 2017 Accenture All rights reserved 12
Habitat Youth Programs
There are multiple entry points for millennial volunteers to connect with Habitat for Humanity
bull Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
bull Over 500 high school and college campus chapters are student organized and student lead groups providing the opportunity for millennials to connect socially learn amp develop skills and make a difference in their communities
bull Collegiate Challenge and Learn amp Build Experience are alternative spring-break programs that give the opportunity for young people
bull The annual Young Leaders Conference offers millennials leadership and skills training peer networking and opportunities to innovate around their engagement with Habitat
bull While AmeriCorps is open to any American over 18 65 of Habitat AmeriCorps members are between the ages of 18-26 Many young adults take advantage of the opportunity for gap year service or the first significant professional responsibilityafter college
bull Habitat Young Professional groups participate and creates a space for transformational leadership and professional development that millennials are looking for
ldquoBeing a part of this experience was the best decision I have made during my 4 years of university I
wish I had volunteered every year of my degree I made friendships
that will last a lifetime and I helped to improve the life of
another human being which is the most rewarding experience I
have ever hadrdquo
ldquoHabitat for Humanity has made an impact on my life by making me aware of the
substandard housing present in almost every community across the nation Everyone should work with Habitat at some point during their life It doesnt matter if you
dont know how to use a hammer saw or nail guns you can make a difference in
peoples lives by simply being on site and offering support and being willing to learnrdquo
ldquoI feel like I not only learned a ton about a new community and the people that live in it but I also
learned many things about myself Working with everyone made me realize what it is that I want to do for part of my future
but it also gave me a stronger sense of who I amrdquo
Copyright copy 2017 Accenture All rights reserved 13
Volunteering at HabitatYouth Volunteer Activities
Habitat has a number of volunteer opportunities both in America and abroad
Activity Name Activity Description
Campus Chapters
Each campus chapter is a student-led student-initiated organization on a high school or college campus that partners with the local Habitat for Humanity to fulfill the four functions of a campus chapter (direct service fundraising advocating educating) Campus chapters set the foundation for Habitatrsquos work related to the school
Habitat Young Professionals
Habitat Young Professionals supports affiliatesrsquo local service while engaging young professionals as leaders volunteers advocates educators and donors Directly serve with homeowners and Habitat for Humanity International to help accomplish Habitatrsquos mission
Collegiate ChallengeFor more than 25 years Habitat has provided alternative school break volunteer opportunities to high school and college students
Act Speak Build WeekAct Speak Build Week (April 2 - 8 2017) goes beyond the build site as volunteers advocate for decent affordable shelter by engaging elected officials and their community to help shape policy in a way that supports people in need of affordable housing
Young Leaders ConferenceYoung Leaders Retreat This retreat will offer an in-depth leadership development training available for a limited number of college campus chapter members Habitat Young Professional members advisers and affiliate staff
Copyright copy 2017 Accenture All rights reserved 14
Volunteering at HabitatOther Volunteer Activities
Habitat has a number of other volunteer opportunities both in America and abroad
Activity Name Activity Description
Women BuildWomen learn new construction skills needed to effectively contribute to Habitatrsquos mission and build or renovate houses at Women Build events Events can be led through Campus Chapters
Veterans BuildVeterans Build focuses on homebuilding and remodeling volunteering employment skills financial education and literacy programs and honoring men and women who served
Home PreservationHabitat offers home repair services to homeowners so they can continue to live in safe decent homes for years to come Some of our home repair work includes painting landscaping weatherization and minor repair services
Global VillageGlobal Village trips offer more than just the opportunity to swing a hammer but also to experience the country like a local with the locals Meet people from around the world with all different kinds of backgrounds races and religions
Habitat for Humanity AmeriCorps
Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
Faith PartnersVolunteering together provides a way for your faith groups to have fun together while pursuing a common goal You will be strengthening your community and empowering Habitat homeowners to build a better future for themselves
Copyright copy 2017 Accenture All rights reserved 15
Volunteering at HabitatAffiliate Profile
Habitat has over 1000 affiliate organizations located around the country that further Habitatrsquos mission in their local communities
bull Habitat has nearly 1400 affiliates that operate as separate organizations but fall under the Habitat for Humanity International umbrella
bull These affiliates engage their local communities on the important of safe affordable housingbull The complexity and size of each affiliate varies regionally but all work with headquarters to further Habitat mission
Who Are Habitat affiliates
Currently affiliates manage volunteer engagement in one of several ways
How do affiliates engage volunteers
A handful of affiliates see a leadershipgrowth opportunity in developing a stronger and more diverse volunteer base and use volunteer activities to build long-term relationships with Habitat supporters
Affiliates prioritize finding the qualified regular volunteers to get the work done which usually skews their volunteer base toward older (baby boomer) craftsmen with construction experience
Volunteer opportunities are reserved for corporate sponsors Affiliates do not have the bandwidth to provide robust volunteer coordination and cannot accommodate walk-on (non-corporate) participation
REVENUE MODEL LABOR MODEL VISIONARY MODEL
Copyright copy 2017 Accenture All rights reserved 16
Habitat Affiliate Profile
Habitat operates under a federated model meaning its affiliates are semi-autonomous and decentralized but benefit from interoperability and information-sharing under the HQ umbrella
Affiliate service areas range from small sections of urban areas to large county wide service areas in rural areas
These service areas are defined by the affiliate in coordination with Habitat for Humanity International
SERVICE COVERAGE
Affiliates have access to a wide range of support materials for general volunteer management on the Habitat
Intranet site These materials range from case studies to program guides Habitat International also provides
face to face training and webinars focused on volunteer management safety and specific program guidance
HFHI has recently launched a Volunteer Resource Center designed to assist affiliate with specific questions
build educational materials and expand our studies of volunteer impact
RESOURCES PROVIDED
FROM HFHI (HQ)
Communication with volunteers differs by program and by hosting entity Some of our volunteer programs have
robust pre event training while others have little or no pre or post communication This is a recognized area of
weakness in our current volunteer programming Eighty-three percent of affiliates use Facebook to recruit
volunteers
VOLUNTEER
COMMUNICATION
VOLUNTEER PRIORITIES There are three primary objectives in Habitatrsquos volunteer engagement effort
1 Volunteer labor ndash volunteers help to build and renovate homes and develop communities
2 Building supporters ndash volunteering hands-on with an affiliate helps people see the struggles of low
income families and get to know the mission of Habitat and how it creates impact in communities
Volunteering often leads people to take on a larger role with an affiliate either as a committed volunteer
donor or advocate
3 Capacity buildingskilled volunteerism ndash volunteers serve as the skilled leadership of the organization as
board and committee members and skilled volunteers in other areas These volunteers help scale impact
This also varies significantly by volunteer program Some affiliates track their volunteers closely using cutting
edge volunteer management programs while the majority use a manual sign-in sheet or excel process
Generally the percentage of regular volunteers at Habitat affiliates is low estimated below 25
VOLUNTEER DATA
MANAGEMENT
Copyright copy 2017 Accenture All rights reserved 17
Volunteering at HabitatMark Andrews Interview
Interview with Mark Andrews Vice President Volunteer and Institutional Engagement
In the attached interview Mark explains how HFHI has historically approached volunteer engagement and how
that approach needs to change in order to build lasting partnerships with younger demographics
Mark began his Habitat career in 1993 managing new country programs in Sri Lanka and India He has served in a number of roles including as executive director for a local affiliate Michigan and leading Habitatrsquos 2010 earthquake recovery work in Haiti with a staff of 130 and a budget of $200 million During this time Habitat Haiti served over 50000 families with a range of shelter solutions
In 2004 Mark lead a review of Habitatrsquos US operations resulting a major restructuring of support functions for Habitatrsquos 1500 US affiliates As Senior Director of US Operations Mark had responsibility for affiliate support grant management and program development for all Habitat operations in the United States
Mark was appointed to his current role as Vice President of Volunteer and Institutional Engagement in July of 2012 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 11
The Volunteer Experience
Click on the Images to view the videos
Copyright copy 2017 Accenture All rights reserved 12
Habitat Youth Programs
There are multiple entry points for millennial volunteers to connect with Habitat for Humanity
bull Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
bull Over 500 high school and college campus chapters are student organized and student lead groups providing the opportunity for millennials to connect socially learn amp develop skills and make a difference in their communities
bull Collegiate Challenge and Learn amp Build Experience are alternative spring-break programs that give the opportunity for young people
bull The annual Young Leaders Conference offers millennials leadership and skills training peer networking and opportunities to innovate around their engagement with Habitat
bull While AmeriCorps is open to any American over 18 65 of Habitat AmeriCorps members are between the ages of 18-26 Many young adults take advantage of the opportunity for gap year service or the first significant professional responsibilityafter college
bull Habitat Young Professional groups participate and creates a space for transformational leadership and professional development that millennials are looking for
ldquoBeing a part of this experience was the best decision I have made during my 4 years of university I
wish I had volunteered every year of my degree I made friendships
that will last a lifetime and I helped to improve the life of
another human being which is the most rewarding experience I
have ever hadrdquo
ldquoHabitat for Humanity has made an impact on my life by making me aware of the
substandard housing present in almost every community across the nation Everyone should work with Habitat at some point during their life It doesnt matter if you
dont know how to use a hammer saw or nail guns you can make a difference in
peoples lives by simply being on site and offering support and being willing to learnrdquo
ldquoI feel like I not only learned a ton about a new community and the people that live in it but I also
learned many things about myself Working with everyone made me realize what it is that I want to do for part of my future
but it also gave me a stronger sense of who I amrdquo
Copyright copy 2017 Accenture All rights reserved 13
Volunteering at HabitatYouth Volunteer Activities
Habitat has a number of volunteer opportunities both in America and abroad
Activity Name Activity Description
Campus Chapters
Each campus chapter is a student-led student-initiated organization on a high school or college campus that partners with the local Habitat for Humanity to fulfill the four functions of a campus chapter (direct service fundraising advocating educating) Campus chapters set the foundation for Habitatrsquos work related to the school
Habitat Young Professionals
Habitat Young Professionals supports affiliatesrsquo local service while engaging young professionals as leaders volunteers advocates educators and donors Directly serve with homeowners and Habitat for Humanity International to help accomplish Habitatrsquos mission
Collegiate ChallengeFor more than 25 years Habitat has provided alternative school break volunteer opportunities to high school and college students
Act Speak Build WeekAct Speak Build Week (April 2 - 8 2017) goes beyond the build site as volunteers advocate for decent affordable shelter by engaging elected officials and their community to help shape policy in a way that supports people in need of affordable housing
Young Leaders ConferenceYoung Leaders Retreat This retreat will offer an in-depth leadership development training available for a limited number of college campus chapter members Habitat Young Professional members advisers and affiliate staff
Copyright copy 2017 Accenture All rights reserved 14
Volunteering at HabitatOther Volunteer Activities
Habitat has a number of other volunteer opportunities both in America and abroad
Activity Name Activity Description
Women BuildWomen learn new construction skills needed to effectively contribute to Habitatrsquos mission and build or renovate houses at Women Build events Events can be led through Campus Chapters
Veterans BuildVeterans Build focuses on homebuilding and remodeling volunteering employment skills financial education and literacy programs and honoring men and women who served
Home PreservationHabitat offers home repair services to homeowners so they can continue to live in safe decent homes for years to come Some of our home repair work includes painting landscaping weatherization and minor repair services
Global VillageGlobal Village trips offer more than just the opportunity to swing a hammer but also to experience the country like a local with the locals Meet people from around the world with all different kinds of backgrounds races and religions
Habitat for Humanity AmeriCorps
Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
Faith PartnersVolunteering together provides a way for your faith groups to have fun together while pursuing a common goal You will be strengthening your community and empowering Habitat homeowners to build a better future for themselves
Copyright copy 2017 Accenture All rights reserved 15
Volunteering at HabitatAffiliate Profile
Habitat has over 1000 affiliate organizations located around the country that further Habitatrsquos mission in their local communities
bull Habitat has nearly 1400 affiliates that operate as separate organizations but fall under the Habitat for Humanity International umbrella
bull These affiliates engage their local communities on the important of safe affordable housingbull The complexity and size of each affiliate varies regionally but all work with headquarters to further Habitat mission
Who Are Habitat affiliates
Currently affiliates manage volunteer engagement in one of several ways
How do affiliates engage volunteers
A handful of affiliates see a leadershipgrowth opportunity in developing a stronger and more diverse volunteer base and use volunteer activities to build long-term relationships with Habitat supporters
Affiliates prioritize finding the qualified regular volunteers to get the work done which usually skews their volunteer base toward older (baby boomer) craftsmen with construction experience
Volunteer opportunities are reserved for corporate sponsors Affiliates do not have the bandwidth to provide robust volunteer coordination and cannot accommodate walk-on (non-corporate) participation
REVENUE MODEL LABOR MODEL VISIONARY MODEL
Copyright copy 2017 Accenture All rights reserved 16
Habitat Affiliate Profile
Habitat operates under a federated model meaning its affiliates are semi-autonomous and decentralized but benefit from interoperability and information-sharing under the HQ umbrella
Affiliate service areas range from small sections of urban areas to large county wide service areas in rural areas
These service areas are defined by the affiliate in coordination with Habitat for Humanity International
SERVICE COVERAGE
Affiliates have access to a wide range of support materials for general volunteer management on the Habitat
Intranet site These materials range from case studies to program guides Habitat International also provides
face to face training and webinars focused on volunteer management safety and specific program guidance
HFHI has recently launched a Volunteer Resource Center designed to assist affiliate with specific questions
build educational materials and expand our studies of volunteer impact
RESOURCES PROVIDED
FROM HFHI (HQ)
Communication with volunteers differs by program and by hosting entity Some of our volunteer programs have
robust pre event training while others have little or no pre or post communication This is a recognized area of
weakness in our current volunteer programming Eighty-three percent of affiliates use Facebook to recruit
volunteers
VOLUNTEER
COMMUNICATION
VOLUNTEER PRIORITIES There are three primary objectives in Habitatrsquos volunteer engagement effort
1 Volunteer labor ndash volunteers help to build and renovate homes and develop communities
2 Building supporters ndash volunteering hands-on with an affiliate helps people see the struggles of low
income families and get to know the mission of Habitat and how it creates impact in communities
Volunteering often leads people to take on a larger role with an affiliate either as a committed volunteer
donor or advocate
3 Capacity buildingskilled volunteerism ndash volunteers serve as the skilled leadership of the organization as
board and committee members and skilled volunteers in other areas These volunteers help scale impact
This also varies significantly by volunteer program Some affiliates track their volunteers closely using cutting
edge volunteer management programs while the majority use a manual sign-in sheet or excel process
Generally the percentage of regular volunteers at Habitat affiliates is low estimated below 25
VOLUNTEER DATA
MANAGEMENT
Copyright copy 2017 Accenture All rights reserved 17
Volunteering at HabitatMark Andrews Interview
Interview with Mark Andrews Vice President Volunteer and Institutional Engagement
In the attached interview Mark explains how HFHI has historically approached volunteer engagement and how
that approach needs to change in order to build lasting partnerships with younger demographics
Mark began his Habitat career in 1993 managing new country programs in Sri Lanka and India He has served in a number of roles including as executive director for a local affiliate Michigan and leading Habitatrsquos 2010 earthquake recovery work in Haiti with a staff of 130 and a budget of $200 million During this time Habitat Haiti served over 50000 families with a range of shelter solutions
In 2004 Mark lead a review of Habitatrsquos US operations resulting a major restructuring of support functions for Habitatrsquos 1500 US affiliates As Senior Director of US Operations Mark had responsibility for affiliate support grant management and program development for all Habitat operations in the United States
Mark was appointed to his current role as Vice President of Volunteer and Institutional Engagement in July of 2012 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 12
Habitat Youth Programs
There are multiple entry points for millennial volunteers to connect with Habitat for Humanity
bull Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
bull Over 500 high school and college campus chapters are student organized and student lead groups providing the opportunity for millennials to connect socially learn amp develop skills and make a difference in their communities
bull Collegiate Challenge and Learn amp Build Experience are alternative spring-break programs that give the opportunity for young people
bull The annual Young Leaders Conference offers millennials leadership and skills training peer networking and opportunities to innovate around their engagement with Habitat
bull While AmeriCorps is open to any American over 18 65 of Habitat AmeriCorps members are between the ages of 18-26 Many young adults take advantage of the opportunity for gap year service or the first significant professional responsibilityafter college
bull Habitat Young Professional groups participate and creates a space for transformational leadership and professional development that millennials are looking for
ldquoBeing a part of this experience was the best decision I have made during my 4 years of university I
wish I had volunteered every year of my degree I made friendships
that will last a lifetime and I helped to improve the life of
another human being which is the most rewarding experience I
have ever hadrdquo
ldquoHabitat for Humanity has made an impact on my life by making me aware of the
substandard housing present in almost every community across the nation Everyone should work with Habitat at some point during their life It doesnt matter if you
dont know how to use a hammer saw or nail guns you can make a difference in
peoples lives by simply being on site and offering support and being willing to learnrdquo
ldquoI feel like I not only learned a ton about a new community and the people that live in it but I also
learned many things about myself Working with everyone made me realize what it is that I want to do for part of my future
but it also gave me a stronger sense of who I amrdquo
Copyright copy 2017 Accenture All rights reserved 13
Volunteering at HabitatYouth Volunteer Activities
Habitat has a number of volunteer opportunities both in America and abroad
Activity Name Activity Description
Campus Chapters
Each campus chapter is a student-led student-initiated organization on a high school or college campus that partners with the local Habitat for Humanity to fulfill the four functions of a campus chapter (direct service fundraising advocating educating) Campus chapters set the foundation for Habitatrsquos work related to the school
Habitat Young Professionals
Habitat Young Professionals supports affiliatesrsquo local service while engaging young professionals as leaders volunteers advocates educators and donors Directly serve with homeowners and Habitat for Humanity International to help accomplish Habitatrsquos mission
Collegiate ChallengeFor more than 25 years Habitat has provided alternative school break volunteer opportunities to high school and college students
Act Speak Build WeekAct Speak Build Week (April 2 - 8 2017) goes beyond the build site as volunteers advocate for decent affordable shelter by engaging elected officials and their community to help shape policy in a way that supports people in need of affordable housing
Young Leaders ConferenceYoung Leaders Retreat This retreat will offer an in-depth leadership development training available for a limited number of college campus chapter members Habitat Young Professional members advisers and affiliate staff
Copyright copy 2017 Accenture All rights reserved 14
Volunteering at HabitatOther Volunteer Activities
Habitat has a number of other volunteer opportunities both in America and abroad
Activity Name Activity Description
Women BuildWomen learn new construction skills needed to effectively contribute to Habitatrsquos mission and build or renovate houses at Women Build events Events can be led through Campus Chapters
Veterans BuildVeterans Build focuses on homebuilding and remodeling volunteering employment skills financial education and literacy programs and honoring men and women who served
Home PreservationHabitat offers home repair services to homeowners so they can continue to live in safe decent homes for years to come Some of our home repair work includes painting landscaping weatherization and minor repair services
Global VillageGlobal Village trips offer more than just the opportunity to swing a hammer but also to experience the country like a local with the locals Meet people from around the world with all different kinds of backgrounds races and religions
Habitat for Humanity AmeriCorps
Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
Faith PartnersVolunteering together provides a way for your faith groups to have fun together while pursuing a common goal You will be strengthening your community and empowering Habitat homeowners to build a better future for themselves
Copyright copy 2017 Accenture All rights reserved 15
Volunteering at HabitatAffiliate Profile
Habitat has over 1000 affiliate organizations located around the country that further Habitatrsquos mission in their local communities
bull Habitat has nearly 1400 affiliates that operate as separate organizations but fall under the Habitat for Humanity International umbrella
bull These affiliates engage their local communities on the important of safe affordable housingbull The complexity and size of each affiliate varies regionally but all work with headquarters to further Habitat mission
Who Are Habitat affiliates
Currently affiliates manage volunteer engagement in one of several ways
How do affiliates engage volunteers
A handful of affiliates see a leadershipgrowth opportunity in developing a stronger and more diverse volunteer base and use volunteer activities to build long-term relationships with Habitat supporters
Affiliates prioritize finding the qualified regular volunteers to get the work done which usually skews their volunteer base toward older (baby boomer) craftsmen with construction experience
Volunteer opportunities are reserved for corporate sponsors Affiliates do not have the bandwidth to provide robust volunteer coordination and cannot accommodate walk-on (non-corporate) participation
REVENUE MODEL LABOR MODEL VISIONARY MODEL
Copyright copy 2017 Accenture All rights reserved 16
Habitat Affiliate Profile
Habitat operates under a federated model meaning its affiliates are semi-autonomous and decentralized but benefit from interoperability and information-sharing under the HQ umbrella
Affiliate service areas range from small sections of urban areas to large county wide service areas in rural areas
These service areas are defined by the affiliate in coordination with Habitat for Humanity International
SERVICE COVERAGE
Affiliates have access to a wide range of support materials for general volunteer management on the Habitat
Intranet site These materials range from case studies to program guides Habitat International also provides
face to face training and webinars focused on volunteer management safety and specific program guidance
HFHI has recently launched a Volunteer Resource Center designed to assist affiliate with specific questions
build educational materials and expand our studies of volunteer impact
RESOURCES PROVIDED
FROM HFHI (HQ)
Communication with volunteers differs by program and by hosting entity Some of our volunteer programs have
robust pre event training while others have little or no pre or post communication This is a recognized area of
weakness in our current volunteer programming Eighty-three percent of affiliates use Facebook to recruit
volunteers
VOLUNTEER
COMMUNICATION
VOLUNTEER PRIORITIES There are three primary objectives in Habitatrsquos volunteer engagement effort
1 Volunteer labor ndash volunteers help to build and renovate homes and develop communities
2 Building supporters ndash volunteering hands-on with an affiliate helps people see the struggles of low
income families and get to know the mission of Habitat and how it creates impact in communities
Volunteering often leads people to take on a larger role with an affiliate either as a committed volunteer
donor or advocate
3 Capacity buildingskilled volunteerism ndash volunteers serve as the skilled leadership of the organization as
board and committee members and skilled volunteers in other areas These volunteers help scale impact
This also varies significantly by volunteer program Some affiliates track their volunteers closely using cutting
edge volunteer management programs while the majority use a manual sign-in sheet or excel process
Generally the percentage of regular volunteers at Habitat affiliates is low estimated below 25
VOLUNTEER DATA
MANAGEMENT
Copyright copy 2017 Accenture All rights reserved 17
Volunteering at HabitatMark Andrews Interview
Interview with Mark Andrews Vice President Volunteer and Institutional Engagement
In the attached interview Mark explains how HFHI has historically approached volunteer engagement and how
that approach needs to change in order to build lasting partnerships with younger demographics
Mark began his Habitat career in 1993 managing new country programs in Sri Lanka and India He has served in a number of roles including as executive director for a local affiliate Michigan and leading Habitatrsquos 2010 earthquake recovery work in Haiti with a staff of 130 and a budget of $200 million During this time Habitat Haiti served over 50000 families with a range of shelter solutions
In 2004 Mark lead a review of Habitatrsquos US operations resulting a major restructuring of support functions for Habitatrsquos 1500 US affiliates As Senior Director of US Operations Mark had responsibility for affiliate support grant management and program development for all Habitat operations in the United States
Mark was appointed to his current role as Vice President of Volunteer and Institutional Engagement in July of 2012 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 13
Volunteering at HabitatYouth Volunteer Activities
Habitat has a number of volunteer opportunities both in America and abroad
Activity Name Activity Description
Campus Chapters
Each campus chapter is a student-led student-initiated organization on a high school or college campus that partners with the local Habitat for Humanity to fulfill the four functions of a campus chapter (direct service fundraising advocating educating) Campus chapters set the foundation for Habitatrsquos work related to the school
Habitat Young Professionals
Habitat Young Professionals supports affiliatesrsquo local service while engaging young professionals as leaders volunteers advocates educators and donors Directly serve with homeowners and Habitat for Humanity International to help accomplish Habitatrsquos mission
Collegiate ChallengeFor more than 25 years Habitat has provided alternative school break volunteer opportunities to high school and college students
Act Speak Build WeekAct Speak Build Week (April 2 - 8 2017) goes beyond the build site as volunteers advocate for decent affordable shelter by engaging elected officials and their community to help shape policy in a way that supports people in need of affordable housing
Young Leaders ConferenceYoung Leaders Retreat This retreat will offer an in-depth leadership development training available for a limited number of college campus chapter members Habitat Young Professional members advisers and affiliate staff
Copyright copy 2017 Accenture All rights reserved 14
Volunteering at HabitatOther Volunteer Activities
Habitat has a number of other volunteer opportunities both in America and abroad
Activity Name Activity Description
Women BuildWomen learn new construction skills needed to effectively contribute to Habitatrsquos mission and build or renovate houses at Women Build events Events can be led through Campus Chapters
Veterans BuildVeterans Build focuses on homebuilding and remodeling volunteering employment skills financial education and literacy programs and honoring men and women who served
Home PreservationHabitat offers home repair services to homeowners so they can continue to live in safe decent homes for years to come Some of our home repair work includes painting landscaping weatherization and minor repair services
Global VillageGlobal Village trips offer more than just the opportunity to swing a hammer but also to experience the country like a local with the locals Meet people from around the world with all different kinds of backgrounds races and religions
Habitat for Humanity AmeriCorps
Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
Faith PartnersVolunteering together provides a way for your faith groups to have fun together while pursuing a common goal You will be strengthening your community and empowering Habitat homeowners to build a better future for themselves
Copyright copy 2017 Accenture All rights reserved 15
Volunteering at HabitatAffiliate Profile
Habitat has over 1000 affiliate organizations located around the country that further Habitatrsquos mission in their local communities
bull Habitat has nearly 1400 affiliates that operate as separate organizations but fall under the Habitat for Humanity International umbrella
bull These affiliates engage their local communities on the important of safe affordable housingbull The complexity and size of each affiliate varies regionally but all work with headquarters to further Habitat mission
Who Are Habitat affiliates
Currently affiliates manage volunteer engagement in one of several ways
How do affiliates engage volunteers
A handful of affiliates see a leadershipgrowth opportunity in developing a stronger and more diverse volunteer base and use volunteer activities to build long-term relationships with Habitat supporters
Affiliates prioritize finding the qualified regular volunteers to get the work done which usually skews their volunteer base toward older (baby boomer) craftsmen with construction experience
Volunteer opportunities are reserved for corporate sponsors Affiliates do not have the bandwidth to provide robust volunteer coordination and cannot accommodate walk-on (non-corporate) participation
REVENUE MODEL LABOR MODEL VISIONARY MODEL
Copyright copy 2017 Accenture All rights reserved 16
Habitat Affiliate Profile
Habitat operates under a federated model meaning its affiliates are semi-autonomous and decentralized but benefit from interoperability and information-sharing under the HQ umbrella
Affiliate service areas range from small sections of urban areas to large county wide service areas in rural areas
These service areas are defined by the affiliate in coordination with Habitat for Humanity International
SERVICE COVERAGE
Affiliates have access to a wide range of support materials for general volunteer management on the Habitat
Intranet site These materials range from case studies to program guides Habitat International also provides
face to face training and webinars focused on volunteer management safety and specific program guidance
HFHI has recently launched a Volunteer Resource Center designed to assist affiliate with specific questions
build educational materials and expand our studies of volunteer impact
RESOURCES PROVIDED
FROM HFHI (HQ)
Communication with volunteers differs by program and by hosting entity Some of our volunteer programs have
robust pre event training while others have little or no pre or post communication This is a recognized area of
weakness in our current volunteer programming Eighty-three percent of affiliates use Facebook to recruit
volunteers
VOLUNTEER
COMMUNICATION
VOLUNTEER PRIORITIES There are three primary objectives in Habitatrsquos volunteer engagement effort
1 Volunteer labor ndash volunteers help to build and renovate homes and develop communities
2 Building supporters ndash volunteering hands-on with an affiliate helps people see the struggles of low
income families and get to know the mission of Habitat and how it creates impact in communities
Volunteering often leads people to take on a larger role with an affiliate either as a committed volunteer
donor or advocate
3 Capacity buildingskilled volunteerism ndash volunteers serve as the skilled leadership of the organization as
board and committee members and skilled volunteers in other areas These volunteers help scale impact
This also varies significantly by volunteer program Some affiliates track their volunteers closely using cutting
edge volunteer management programs while the majority use a manual sign-in sheet or excel process
Generally the percentage of regular volunteers at Habitat affiliates is low estimated below 25
VOLUNTEER DATA
MANAGEMENT
Copyright copy 2017 Accenture All rights reserved 17
Volunteering at HabitatMark Andrews Interview
Interview with Mark Andrews Vice President Volunteer and Institutional Engagement
In the attached interview Mark explains how HFHI has historically approached volunteer engagement and how
that approach needs to change in order to build lasting partnerships with younger demographics
Mark began his Habitat career in 1993 managing new country programs in Sri Lanka and India He has served in a number of roles including as executive director for a local affiliate Michigan and leading Habitatrsquos 2010 earthquake recovery work in Haiti with a staff of 130 and a budget of $200 million During this time Habitat Haiti served over 50000 families with a range of shelter solutions
In 2004 Mark lead a review of Habitatrsquos US operations resulting a major restructuring of support functions for Habitatrsquos 1500 US affiliates As Senior Director of US Operations Mark had responsibility for affiliate support grant management and program development for all Habitat operations in the United States
Mark was appointed to his current role as Vice President of Volunteer and Institutional Engagement in July of 2012 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 14
Volunteering at HabitatOther Volunteer Activities
Habitat has a number of other volunteer opportunities both in America and abroad
Activity Name Activity Description
Women BuildWomen learn new construction skills needed to effectively contribute to Habitatrsquos mission and build or renovate houses at Women Build events Events can be led through Campus Chapters
Veterans BuildVeterans Build focuses on homebuilding and remodeling volunteering employment skills financial education and literacy programs and honoring men and women who served
Home PreservationHabitat offers home repair services to homeowners so they can continue to live in safe decent homes for years to come Some of our home repair work includes painting landscaping weatherization and minor repair services
Global VillageGlobal Village trips offer more than just the opportunity to swing a hammer but also to experience the country like a local with the locals Meet people from around the world with all different kinds of backgrounds races and religions
Habitat for Humanity AmeriCorps
Through full-time service opportunities in communities across the United States Habitat AmeriCorps members can serve in leadership roles on active build sites or in local Habitat offices assisting families volunteers and staff
Faith PartnersVolunteering together provides a way for your faith groups to have fun together while pursuing a common goal You will be strengthening your community and empowering Habitat homeowners to build a better future for themselves
Copyright copy 2017 Accenture All rights reserved 15
Volunteering at HabitatAffiliate Profile
Habitat has over 1000 affiliate organizations located around the country that further Habitatrsquos mission in their local communities
bull Habitat has nearly 1400 affiliates that operate as separate organizations but fall under the Habitat for Humanity International umbrella
bull These affiliates engage their local communities on the important of safe affordable housingbull The complexity and size of each affiliate varies regionally but all work with headquarters to further Habitat mission
Who Are Habitat affiliates
Currently affiliates manage volunteer engagement in one of several ways
How do affiliates engage volunteers
A handful of affiliates see a leadershipgrowth opportunity in developing a stronger and more diverse volunteer base and use volunteer activities to build long-term relationships with Habitat supporters
Affiliates prioritize finding the qualified regular volunteers to get the work done which usually skews their volunteer base toward older (baby boomer) craftsmen with construction experience
Volunteer opportunities are reserved for corporate sponsors Affiliates do not have the bandwidth to provide robust volunteer coordination and cannot accommodate walk-on (non-corporate) participation
REVENUE MODEL LABOR MODEL VISIONARY MODEL
Copyright copy 2017 Accenture All rights reserved 16
Habitat Affiliate Profile
Habitat operates under a federated model meaning its affiliates are semi-autonomous and decentralized but benefit from interoperability and information-sharing under the HQ umbrella
Affiliate service areas range from small sections of urban areas to large county wide service areas in rural areas
These service areas are defined by the affiliate in coordination with Habitat for Humanity International
SERVICE COVERAGE
Affiliates have access to a wide range of support materials for general volunteer management on the Habitat
Intranet site These materials range from case studies to program guides Habitat International also provides
face to face training and webinars focused on volunteer management safety and specific program guidance
HFHI has recently launched a Volunteer Resource Center designed to assist affiliate with specific questions
build educational materials and expand our studies of volunteer impact
RESOURCES PROVIDED
FROM HFHI (HQ)
Communication with volunteers differs by program and by hosting entity Some of our volunteer programs have
robust pre event training while others have little or no pre or post communication This is a recognized area of
weakness in our current volunteer programming Eighty-three percent of affiliates use Facebook to recruit
volunteers
VOLUNTEER
COMMUNICATION
VOLUNTEER PRIORITIES There are three primary objectives in Habitatrsquos volunteer engagement effort
1 Volunteer labor ndash volunteers help to build and renovate homes and develop communities
2 Building supporters ndash volunteering hands-on with an affiliate helps people see the struggles of low
income families and get to know the mission of Habitat and how it creates impact in communities
Volunteering often leads people to take on a larger role with an affiliate either as a committed volunteer
donor or advocate
3 Capacity buildingskilled volunteerism ndash volunteers serve as the skilled leadership of the organization as
board and committee members and skilled volunteers in other areas These volunteers help scale impact
This also varies significantly by volunteer program Some affiliates track their volunteers closely using cutting
edge volunteer management programs while the majority use a manual sign-in sheet or excel process
Generally the percentage of regular volunteers at Habitat affiliates is low estimated below 25
VOLUNTEER DATA
MANAGEMENT
Copyright copy 2017 Accenture All rights reserved 17
Volunteering at HabitatMark Andrews Interview
Interview with Mark Andrews Vice President Volunteer and Institutional Engagement
In the attached interview Mark explains how HFHI has historically approached volunteer engagement and how
that approach needs to change in order to build lasting partnerships with younger demographics
Mark began his Habitat career in 1993 managing new country programs in Sri Lanka and India He has served in a number of roles including as executive director for a local affiliate Michigan and leading Habitatrsquos 2010 earthquake recovery work in Haiti with a staff of 130 and a budget of $200 million During this time Habitat Haiti served over 50000 families with a range of shelter solutions
In 2004 Mark lead a review of Habitatrsquos US operations resulting a major restructuring of support functions for Habitatrsquos 1500 US affiliates As Senior Director of US Operations Mark had responsibility for affiliate support grant management and program development for all Habitat operations in the United States
Mark was appointed to his current role as Vice President of Volunteer and Institutional Engagement in July of 2012 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 15
Volunteering at HabitatAffiliate Profile
Habitat has over 1000 affiliate organizations located around the country that further Habitatrsquos mission in their local communities
bull Habitat has nearly 1400 affiliates that operate as separate organizations but fall under the Habitat for Humanity International umbrella
bull These affiliates engage their local communities on the important of safe affordable housingbull The complexity and size of each affiliate varies regionally but all work with headquarters to further Habitat mission
Who Are Habitat affiliates
Currently affiliates manage volunteer engagement in one of several ways
How do affiliates engage volunteers
A handful of affiliates see a leadershipgrowth opportunity in developing a stronger and more diverse volunteer base and use volunteer activities to build long-term relationships with Habitat supporters
Affiliates prioritize finding the qualified regular volunteers to get the work done which usually skews their volunteer base toward older (baby boomer) craftsmen with construction experience
Volunteer opportunities are reserved for corporate sponsors Affiliates do not have the bandwidth to provide robust volunteer coordination and cannot accommodate walk-on (non-corporate) participation
REVENUE MODEL LABOR MODEL VISIONARY MODEL
Copyright copy 2017 Accenture All rights reserved 16
Habitat Affiliate Profile
Habitat operates under a federated model meaning its affiliates are semi-autonomous and decentralized but benefit from interoperability and information-sharing under the HQ umbrella
Affiliate service areas range from small sections of urban areas to large county wide service areas in rural areas
These service areas are defined by the affiliate in coordination with Habitat for Humanity International
SERVICE COVERAGE
Affiliates have access to a wide range of support materials for general volunteer management on the Habitat
Intranet site These materials range from case studies to program guides Habitat International also provides
face to face training and webinars focused on volunteer management safety and specific program guidance
HFHI has recently launched a Volunteer Resource Center designed to assist affiliate with specific questions
build educational materials and expand our studies of volunteer impact
RESOURCES PROVIDED
FROM HFHI (HQ)
Communication with volunteers differs by program and by hosting entity Some of our volunteer programs have
robust pre event training while others have little or no pre or post communication This is a recognized area of
weakness in our current volunteer programming Eighty-three percent of affiliates use Facebook to recruit
volunteers
VOLUNTEER
COMMUNICATION
VOLUNTEER PRIORITIES There are three primary objectives in Habitatrsquos volunteer engagement effort
1 Volunteer labor ndash volunteers help to build and renovate homes and develop communities
2 Building supporters ndash volunteering hands-on with an affiliate helps people see the struggles of low
income families and get to know the mission of Habitat and how it creates impact in communities
Volunteering often leads people to take on a larger role with an affiliate either as a committed volunteer
donor or advocate
3 Capacity buildingskilled volunteerism ndash volunteers serve as the skilled leadership of the organization as
board and committee members and skilled volunteers in other areas These volunteers help scale impact
This also varies significantly by volunteer program Some affiliates track their volunteers closely using cutting
edge volunteer management programs while the majority use a manual sign-in sheet or excel process
Generally the percentage of regular volunteers at Habitat affiliates is low estimated below 25
VOLUNTEER DATA
MANAGEMENT
Copyright copy 2017 Accenture All rights reserved 17
Volunteering at HabitatMark Andrews Interview
Interview with Mark Andrews Vice President Volunteer and Institutional Engagement
In the attached interview Mark explains how HFHI has historically approached volunteer engagement and how
that approach needs to change in order to build lasting partnerships with younger demographics
Mark began his Habitat career in 1993 managing new country programs in Sri Lanka and India He has served in a number of roles including as executive director for a local affiliate Michigan and leading Habitatrsquos 2010 earthquake recovery work in Haiti with a staff of 130 and a budget of $200 million During this time Habitat Haiti served over 50000 families with a range of shelter solutions
In 2004 Mark lead a review of Habitatrsquos US operations resulting a major restructuring of support functions for Habitatrsquos 1500 US affiliates As Senior Director of US Operations Mark had responsibility for affiliate support grant management and program development for all Habitat operations in the United States
Mark was appointed to his current role as Vice President of Volunteer and Institutional Engagement in July of 2012 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 16
Habitat Affiliate Profile
Habitat operates under a federated model meaning its affiliates are semi-autonomous and decentralized but benefit from interoperability and information-sharing under the HQ umbrella
Affiliate service areas range from small sections of urban areas to large county wide service areas in rural areas
These service areas are defined by the affiliate in coordination with Habitat for Humanity International
SERVICE COVERAGE
Affiliates have access to a wide range of support materials for general volunteer management on the Habitat
Intranet site These materials range from case studies to program guides Habitat International also provides
face to face training and webinars focused on volunteer management safety and specific program guidance
HFHI has recently launched a Volunteer Resource Center designed to assist affiliate with specific questions
build educational materials and expand our studies of volunteer impact
RESOURCES PROVIDED
FROM HFHI (HQ)
Communication with volunteers differs by program and by hosting entity Some of our volunteer programs have
robust pre event training while others have little or no pre or post communication This is a recognized area of
weakness in our current volunteer programming Eighty-three percent of affiliates use Facebook to recruit
volunteers
VOLUNTEER
COMMUNICATION
VOLUNTEER PRIORITIES There are three primary objectives in Habitatrsquos volunteer engagement effort
1 Volunteer labor ndash volunteers help to build and renovate homes and develop communities
2 Building supporters ndash volunteering hands-on with an affiliate helps people see the struggles of low
income families and get to know the mission of Habitat and how it creates impact in communities
Volunteering often leads people to take on a larger role with an affiliate either as a committed volunteer
donor or advocate
3 Capacity buildingskilled volunteerism ndash volunteers serve as the skilled leadership of the organization as
board and committee members and skilled volunteers in other areas These volunteers help scale impact
This also varies significantly by volunteer program Some affiliates track their volunteers closely using cutting
edge volunteer management programs while the majority use a manual sign-in sheet or excel process
Generally the percentage of regular volunteers at Habitat affiliates is low estimated below 25
VOLUNTEER DATA
MANAGEMENT
Copyright copy 2017 Accenture All rights reserved 17
Volunteering at HabitatMark Andrews Interview
Interview with Mark Andrews Vice President Volunteer and Institutional Engagement
In the attached interview Mark explains how HFHI has historically approached volunteer engagement and how
that approach needs to change in order to build lasting partnerships with younger demographics
Mark began his Habitat career in 1993 managing new country programs in Sri Lanka and India He has served in a number of roles including as executive director for a local affiliate Michigan and leading Habitatrsquos 2010 earthquake recovery work in Haiti with a staff of 130 and a budget of $200 million During this time Habitat Haiti served over 50000 families with a range of shelter solutions
In 2004 Mark lead a review of Habitatrsquos US operations resulting a major restructuring of support functions for Habitatrsquos 1500 US affiliates As Senior Director of US Operations Mark had responsibility for affiliate support grant management and program development for all Habitat operations in the United States
Mark was appointed to his current role as Vice President of Volunteer and Institutional Engagement in July of 2012 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 17
Volunteering at HabitatMark Andrews Interview
Interview with Mark Andrews Vice President Volunteer and Institutional Engagement
In the attached interview Mark explains how HFHI has historically approached volunteer engagement and how
that approach needs to change in order to build lasting partnerships with younger demographics
Mark began his Habitat career in 1993 managing new country programs in Sri Lanka and India He has served in a number of roles including as executive director for a local affiliate Michigan and leading Habitatrsquos 2010 earthquake recovery work in Haiti with a staff of 130 and a budget of $200 million During this time Habitat Haiti served over 50000 families with a range of shelter solutions
In 2004 Mark lead a review of Habitatrsquos US operations resulting a major restructuring of support functions for Habitatrsquos 1500 US affiliates As Senior Director of US Operations Mark had responsibility for affiliate support grant management and program development for all Habitat operations in the United States
Mark was appointed to his current role as Vice President of Volunteer and Institutional Engagement in July of 2012 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
18
SECTION THREE
Habitat Marketing amp Brand
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 19
Habitat Branding amp MarketingBrand
A CRITICAL NEEDHabitat impacts specific to individual persons or families in a way that is easy relatable and solvable
A DEFINITIVE SPECIFIC ROLEPeople in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home
A LASTING OUTCOMEA decent home gives themthe strength stability and independence families need to create a better life for themselves
REQUEST FOR SUPPORTFinancial support your voiceand your time will help bring strength stability and independence to families in need of a decent place to live
SUCCESSFUL DOERS and WORLDLY IDEALISTS People who derive their self-worth and value from doing and from helping create the change they want to see in the world They seek out opportunities to make tangible lasting improvement mdash whether itrsquos in their homes their work their relationships their civic involvement or their favorite charitable causes While many think of themselves as worldly and like to help people in need all over the world they believe that change needs to start first in their own community Their energy is infectious when they get excited about a project or cause itrsquos hard not to get involved
CORE VALUESDecent shelter is something we all need to thriveStrong and stable homes help build strong and stable communitiesWith a little help we all have the potential to stand on our ownBold actions speak louder than wordsWorking together side by side promotes understanding and self-reliance
BRAND TONE amp PERSONALITYStrong determined and confidentNot afraid to dig in get dirty andlift others up
People in your community and all over the world partner with Habitat for Humanity to build or improvea place they can call home Habitat homeowners help build their own homes alongside volunteers and pay an affordable mortgage With our help Habitat homeowners achieve the strength stability and independence they need to build a better life for themselves and their families
Brand Story
Habitatrsquos Story
Key Supporters
Foundation
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 20
Habitat Marketing amp BrandChris Clarke Interview
Interview with Chris Clarke Senior Vice President Marketing and Communications
Chris joined Habitat for Humanity International in 2003 and is responsible for overseeing the Habitat brand
He leads the Communications division for the organization and his team supports the following major areasbull web and social ndash managing five million visitors a year to
habitatorg and 800000+ followers across social mediabull the Habitat magazine storytelling and photo and videobull public and media relationsbull publications graphic design and Habitatrsquos printing
facilitybull fundraising and partner supportbull the annual Carter Work Project
In the attached interview Chris provides critical insights into how the Habitat brand and marketing approach is
evolving to target new volunteer demographics
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 21
Habitat Marketing amp BrandHabitat Digital Engagement
Habitat has an broad presence across social media that focuses on telling the stories of individuals and families whose lives have changed due to Habitatrsquos work and safe affordable housing
bull Habitat has over 500k followersbull Many affiliates keep their own pagesbull Posts profile videos pictures and
stories of individuals families impacted
bull Habitat has over 300k followersbull Posts stories pictures and articles of
families impactedbull Engages in conversations with
supporters
bull Dozens of videos explain Habitats workbull Includes popular celebrity appeals to
raise awarenessbull Videos show how Habitat volunteers
build a home
bull Habitat has over 77k followersbull Offers information on how to engage
with Habitatrsquos workbull Includes information on Habitatrsquos
mission activities and core values
bull Fans use hashtags such as habitat_for_humanity homes and volunteer
bull Largely user generated content not directed by Habitat
bull Over 39k followersbull Shows inspirational pictures and
messages about Habitatrsquos workbull Tells stories of individuals and families
impacted through Habitatrsquos model
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 22
Sample Marketing Costs
Average cost per click of
Facebook ads$027
Average cost of a Google Search
AdWords which charges on a pay
per click basis
Cost per thousand views on a
local television station for a 30-
second commercial (typically
totaling $200 to $1500)
$20
Instagramrsquos estimated
advertising cost per 1000
impressions
FREE
~$1$13
Email the Habitat website
and Habitat social media
accounts can be used without
costs by affiliatesCost of a paper 36rdquox48rdquo poster
However Habitat has its own
print shop and can make most
print materials for affiliates at
just the cost of paper and
shipping
Habitat headquarters will often develops general marketing collateral Affiliates ndash who are frequently highly costs conscious ndash will then tailor and leverage these materials in their local communities
$80
Note Consider the number of people who view engage or click and then ultimately take action based on a media campaign
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format
Copyright copy 2017 Accenture All rights reserved 23
Habitat Marketing amp BrandSample Branding Guidelines
The Habitat brand platform is built around the idea that no matter who we are or where we come from we all deserve to have a decent life We deserve to know we have the power to take care of ourselves and build our own futures
primary color palette
sample marketing messagephotography guide
typography guide
primary logo format