Campaign Snapshot
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The document outlines a campaign plan to increase awareness and support for Habitat for Humanity. It identifies key publics and stakeholders, research findings, campaign goals and objectives. The plan's strategies include using social media and the website to educate people about the housing crisis and showcase success stories. Tactics involve updating platforms with housing issue stories, volunteer/donation information and promotional videos. Success will be measured by comparing increases in social engagement, website traffic, donations and volunteers to numbers from last year.
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Campaign Snapshot
- 1. Campaign Presentation Groundbreaking Publicity Charlotte Robins, Ipek Coskuncan, Gia Manieri, & Betsy Faulkner
- 2. Agency & Members Betsy Faulkner Community Education Charlotte Robins Media Outreach Gia Manieri Press Writing Ipek Coskuncan Nonprofit Affairs
- 5. Problem & Opportunity Statement Reiterating the mission statement "Seeking to put God's love into action, Habitat for Humanity brings people together to build homes, communities, and hope." Finding volunteers, donors, supporters - like any non profit Could increase post frequency
- 6. New Media Audit Findings http://www.habitat-orlando.org/
- 7. Key Publics and Stakeholders Volunteers Donors Supporters
- 8. Research Plan Three part approach: 1. Community focus group 2. Social media audit 3. Company summit
- 10. Campaign Objectives Increase number of Facebook likes, shares, and comments by 20% Increase number of Twitter likes, shares, and comments by 20% Increase the number of website visitors by 20% Increase the number of shares on website by 20% Increase the donor base and donations by 10% Increase number of volunteers by 10%.
- 11. Strategies & Tactics Strategy: Use social media and our website to educate people about housing crisis in Orlando Tactics: Update Facebook, Twitter, and Blog News stories on housing issues in Greater Orlando Area Ways to volunteer or donate Showcase successful stories about past builds Use hashtags #GiveBack and #EveryDollarCounts Promotional videos
- 12. Timeline of Campaign May 2016-December 2016 Timeline Highlights
- 13. Measurement and Evaluation Plan 1. Increase number of Facebook likes, shares, and comments by 20% 2. Increase number of Twitter likes, shares, and comments by 20% 3. Increase number of website visitors by 20% 4. Increase number of shares on website by 20% 5. Increase donor base and donations by 10% 6. Increase number of volunteers by 10% To evaluate the success of our campaign, we will compare these numbers to the numbers from last year to see if there is a significant increase.
Editor's Notes
- Ipek Habitat for Humanity was founded in 1976 by Millard and Linda Fuller. They built modest houses on a no-profit, no-interest basis, thus making homes affordable to families with low incomes.
- Ipek Strengths: Volunteers, Recognition, Efficiency and Results, International Reach, Well known sponsors, partners, and endorsers , Positive Public Image Weakness: Fundraising, Sponsors, Constant need for donations and funds for operations, Economy, Staff/Volunteer size/qualifications Opportunities: Take advantage of fundraising options, Trusted name among nationwide nonprofit organizations, Measurable and tangible proof of their outreach efforts , Unique organization that meets a public need addressed by no other organization comparably Threats : Decline of goodwill in tough economic times, Future competition, Political and international risk, Lack of public funding/ financial resources ,Lack of active volunteers
- Charlotte
- Charlotte
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