Believing that everyone deserves to live in a safe and healthy home, Rebuilding Together transforms the lives of low-income homeowners by improving the safety and health of their homes and revitalizing their communities. Rebuilding Together’s local affiliates and nearly 100,000 volunteers complete about 10,000 rebuild projects each year. As the nonprofit, its stakeholders and volunteers rebuild homes, community spaces and nonprofit facilities, they make a lasting impact that helps stabilize and revitalize neighborhoods across the country.
America’s leading home and lifestyle brand, HGTV is a top-rated cable network that reaches more than 96 million U.S. households, and HGTV.com, the premier source for home-related inspiration, instruction and entertainment, attracts more than six million Internet users each month. The brand also includes the HGTV HOME™ consumer products line which showcases exclusive collections of paint, flooring, furniture, plants, fabrics and other home-oriented products. Headquartered in Knoxville, Tenn., HGTV is owned by Scripps Networks Interactive, Inc. (SNI).
When Rebuilding Together needed to revitalize its relationship with longstanding media partner HGTV, For Momentum developed an innovative ask strategy to expand the alliance. First, For Momentum helped the two entities determine whether their current cause marketing partnership was successfully delivering on both organizations’ business needs. After conducting a proprietary valuation report, For Momentum was able to quantify 3+ years’ worth of partnership benefits and assets to determine the value of the relationship. The valuation report reaffirmed that Rebuilding Together and HGTV were good partners with collaborative synergies and mutual interests in working together.
As a result, For Momentum renegotiated the partnership agreement between Rebuilding Together and HGTV, transforming what had been a less than six-figure annual commitment into an integrated, three-year, multi-million dollar cash and in-kind relationship. Activation consisted of celebrity engagement, shared content, storytelling, data collection opportunities, online/on-air individual donation solicitations, C-Suite level board engagement and the launch of a new affiliate in the Scripps headquarters city of Knoxville, Tenn.
Today, Rebuilding Together and HGTV continue to enjoy a robust and rewarding cause marketing partnership.