Habitat for Humanity International launched the ‘Home is the Key’ cause marketing campaign in April 2017. The goal for this inaugural, unified cause campaign is to raise awareness of the need for affordable housing across the nation and raise funds by engaging the general public and corporate partners to support the cause. Occurring annually, the campaign aims to make April synonymous with affordable shelter and reveal the critical role Habitat plays in the quest to resolve societal issues.
As Habitat planned for the first year of Home is the Key, they engaged For Momentum to build a comprehensive corporate partner strategy and engage marquis brands to help elevate the campaign amongst consumers.
Partnership Objectives Included:
- Provide new, easy ways for consumers to donate money to Habitat
- Introduce Habitat as a strong partner that can help companies engage their consumers
- Develop meaningful partner benefits that would be of interest to top-tier partners
- Strategically engage Habitat’s national affiliate network to support and steward campaign partners
- Elevate the Habitat brand as an nonprofit partner of choice
Lay the foundation for every April to be Habitat for Humanity’s signature Home is the Key fundraising month.
In April 2017, Home is the Key created unprecedented awareness by gathering sponsors, celebrities, community leaders and local Habitat organizations for build days and other events across the country. Driven by the vision that everyone deserves a decent place to call home, Habitat raised national awareness and support for the critical need for affordable housing.
Habitat’s corporate partners, which included At Home, Sur La Table and many others, called on consumers to help unlock brighter futures for millions more people by purchasing products that supported the campaign, and by donating online and at the register.
Cause partners and local Habitat affiliates utilized customizable tools and assets to help spread the message, including retail tool kits, social media templates and images, employee giving tool kits, press release templates, and other resources.
In the inaugural year, Habitat far exceeded the initial fundraising goal. Furthermore, Habitat met its goal of diversifying and growing corporate partners by adding eight organizations into the fold throughout the campaign. For Momentum also worked with Habitat to develop an affiliate engagement program which leveraged local volunteers as secret shoppers to surprise and delight local stores across the nation.