Habitat for Humanity of Collier County adds an old-school approach to its marketing mix

Most organizations have tapped into social media, digital ads, TV news, and email in their fundraising campaigns. Habitat for Humanity of Collier County in Florida was no exception. But the nonprofit was facing some unique challenges for its ninth annual fundraiser. With matching funds of $750,000—a quarter of a million dollars more than the previous year—the group needed to reach a wider audience. This would be a challenge, since the group’s second annual challenge was scrapped because its partner organization was holding its own fundraiser around the same time.

The solution was to include a branded insert in the local newspaper, blending elements of the group’s annual report (featuring stories of Habitat partner families and their children, volunteer and donor features, and financial information), along with a letter from the CEO and an invitation to participate in the campaign. The four-day campaign wound up raising a total of $2.43 million, representing a significant increase in new donors and online donors.