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Accenture Innovation Challenge Habitat for Humanity International (HFHI) Case Exhibits
23

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May 11, 2020

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Page 1: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 2: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 3: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 4: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 5: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 6: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 7: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 8: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 9: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 10: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 11: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 12: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 13: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 14: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 15: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 16: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 17: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 18: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 19: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 20: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 21: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 22: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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

Page 23: Accenture Innovation Challenge - reviewrapp.reviewr.com/resources/dyn/files/1503667z660d37e7/_fn/AIC_HF… · The materials provided are for use in the Accenture Innovation Challenge

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