Campaign

Habitat for Humanity of Kansas City

Campaign

Habitat for Humanity of Kansas City

Challenge:
ER Marketing was honored to create a campaign concept and creative assets for Habitat KC's Annual End-of-Year Campaign. This pro-bono campaign is the most successful marketing effort for Habitat KC each year and is what they rely on heavily to bring in annual revenue for their organization. The ask included focusing the campaign concept around the generational impact Habitat KC’s work has on local families.

Solution:
Putting the multi-generational impact front and center, our creative team developed the concept, “A Place to Call Home”, which featured some of the 50 children whose families were on a waiting list for a Kansas City home. With the use of bright colors, hand-drawn design elements and quotes from the children about what a home would mean to them, the direct mailer, video, emails and social posts evoked the sense of hope and normalcy that a home could provide for the children and their families.

Summary:
Encouraging new, current and lapsed donors, “A Place to Call Home” took an emotional approach in showing how their dollars would directly impact local children and their families. The campaign garnered a 47% increase in donations from the previous year and an 8% increase in donors—making a huge difference for families throughout the Kansas City area.

Additional Campaign Results:

  • The biggest increase in revenue was from new donors with 180% increase in revenue from these donors.
  • The number of new donors only increased by 6%, which means the new donors first time gift was at a much higher level this year.
  • Habitat KC saw a 24% increase in the number of donors who upgraded their gift from last year and a 29% increase in the number of donors that were retained from last year.
  • The email campaigns also saw an increase in open rates from 14% to 25%.
  • The total impressions from all social platforms and social ads increased 54% compared to last year for a total of 576,397 impressions.