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

Transcription

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

2 Disclaimer The materials provided are for use in the Accenture Innovation Challenge only and shall not be duplicated, used, disclosed, or distributed in whole or in part for any purpose other than for the Accenture Innovation Challenge. The data subject to this restriction are contained in all sheets of this document. Copyright 2017 Accenture All rights reserved. 2

3 TA B L E O F C O N T E N T S : SECTION ONE SECTION TWO SECTION THREE The Volunteer Landscape The Millennial Volunteer Volunteering at Habitat Engagement Opportunity for Millennials Marketing & Brand: Habitat s Communications 3

4 SECTION ONE: The Volunteer Landscape 4

5 The Volunteer Landscape The Millennial Generation Overview The Millennial Generation Resources about millennial volunteers: The Millennial Impact Project Pew Social Trends Barron s: How Millennials are Changing the Face of Philanthropy Millennials are actually more generous than anybody realizes Volunteer Engagement 2.0 Generational Differences in Philanthropic Giving Most racially diverse generation in U.S. history. Entry into careers and homeownership has been badly set by back the Great Recession. Embrace multiple modes of self-expression, including social networking, tattoos, piercings, posting videos online. Faith is more private: they are the less overtly religious American yet they pray as often as their elders did in their youth. Place parenthood, marriage and helping other in need far above career and financial success. Tend to live under their parents roof, or have boomeranged back to their parents home. Believe that families have a responsibility to have an elderly parent come and live with them. Copyright 2017 Accenture All rights reserved. 5

6 The Volunteer Landscape Habitat Target Profiles Successful Doers and Worldly Idealists particularly younger generations are most aligned with Habitat s future work as the current generation of content traditionalist donors matures HFHI Audience SUCCESSFUL DOERS CONTENT TRADITIONALISTS WORLDLY IDEALISTS SOCIAL INFLUENCERS SHOWY STRIVERS 12% 46% 12% 28% Hands-on Hardworking Believe people need to work hard to help themselves More likely to have advance degrees and higher incomes Conservative Traditional Faith is a driving force Skew older and lower-income Globally- aware Not religiously driven Younger students OR older and retired More likely to have advance degrees/high incomes Passionate and actively involved Enthusiastic catalysts with in their social circles Adventurous Skew younger Believe people get what they deserve in life Believe money is the best measure of success Like to get credit LEAST ALIGNED WITH HABITAT Showy Strivers Content Traditionalists Social Influencers M i s s i o n A l i g n m e n t Successful Doers Worldly Idealists MOST ALIGNED WITH HABITAT 60-70% OF CURRENT DONORS Content Traditionalists Older Worldly Idealists D o n o r M a k e u p Social Influencers Successful Doers Younger Worldly Idealists NEXT GENERATION OF DONORS Copyright 2017 Accenture All rights reserved. 6

7 The Volunteer Landscape Millennial Volunteer Volunteerism rates among millennials are similar to older generations millennials just volunteer in different ways Causes Peers Assets Virtual 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 his or 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. Copyright 2017 Accenture All rights reserved. Source: A Generation for Causes 7

8 The Volunteer Landscape Barriers to Volunteering Four key barriers to volunteering can discourage millennials from assisting nonprofits Causes Peers Assets Virtual 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 expertise 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. Copyright 2017 Accenture All rights reserved. Source: A Generation for Causes 8

9 The Volunteer Landscape Volunteer Value Proposition for Millennials While millennials and earlier generations give differently, they both want to have a positive impact on the world. Motivations MILLENNIALS Value self-expression, a balanced lifestyle, meaningful work, resiliency, positive reinforcement and social responsibility Eager to drive change around the world Causes More likely to support international causes, children s charities and human rights SHARED Create the change they want to see in the world Want to connect with people BOOMERS Value optimism, teamwork, work ethic, personal gratification, and success Embrace a consensual, collegial leadership style, team work and in-person meetings More likely to support local social services and give to help to the poor help themselves Channels 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 Source: Generational Differences in Philanthropic Giving Copyright 2017 Accenture All rights reserved. 9

10 SECTION TWO: Volunteering at Habitat 10

11 The Volunteer Experience Click on the Images to view the videos Copyright 2017 Accenture All rights reserved. 11

12 Habitat Youth Programs There are multiple entry points for millennial volunteers to connect with Habitat for Humanity 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. Over 500 high school and college campus chapters are student organized and student lead groups providing the opportunity for millennials to connect socially, learn & develop skills, and make a difference in their communities Collegiate Challenge and Learn & Build Experience are alternative spring-break programs that give the opportunity for young people The annual Young Leaders Conference offers millennials leadership and skills training, peer networking, and opportunities to innovate around their engagement with Habitat While AmeriCorps is open to any American over 18, 65% of Habitat AmeriCorps members are between the ages of Many young adults take advantage of the opportunity for gap year service or the first significant professional responsibility after college. Habitat Young Professional groups participate and creates a space for transformational leadership and professional development that millennials are looking for. Being 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 had. Habitat 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 doesn't matter if you don't know how to use a hammer, saw, or nail guns; you can make a difference in people's lives by simply being on site and offering support and being willing to learn. I 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 am. Copyright 2017 Accenture All rights reserved. 12

13 Volunteering at Habitat Youth Volunteer Activities Habitat has a number of volunteer opportunities both in America and abroad. Activity Name Campus Chapters Habitat Young Professionals Collegiate Challenge Act! Speak! Build Week Young Leaders Conference Activity Description 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 Habitat s work related to the school. Habitat Young Professionals supports affiliates 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 Habitat s mission. For more than 25 years, Habitat has provided alternative school break volunteer opportunities to high school and college students. Act! 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 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 2017 Accenture All rights reserved. 13

14 Volunteering at Habitat Other Volunteer Activities Habitat has a number of other volunteer opportunities both in America and abroad. Activity Name Women Build Veterans Build Home Preservation Global Village Habitat for Humanity AmeriCorps Faith Partners Activity Description Women learn new construction skills needed to effectively contribute to Habitat s mission and build or renovate houses at Women Build events. Events can be led through Campus Chapters. Veterans Build focuses on homebuilding and remodeling; volunteering; employment skills; financial education and literacy programs; and honoring men and women who served. Habitat 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 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. 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. Volunteering 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 2017 Accenture All rights reserved. 14

15 Volunteering at Habitat Affiliate Profile Habitat has over 1000 affiliate organizations located around the country that further Habitat s mission in their local communities. Who Are Habitat affiliates? Habitat has nearly 1,400 affiliates that operate as separate organizations but fall under the Habitat for Humanity, International umbrella. These affiliates engage their local communities on the important of safe, affordable housing. The complexity and size of each affiliate varies regionally, but all work with headquarters to further Habitat mission. How do affiliates engage volunteers? Currently affiliates manage volunteer engagement in one of several ways: REVENUE MODEL LABOR MODEL VISIONARY MODEL 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 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 A handful of affiliates see a leadership/growth opportunity in developing a stronger and more diverse volunteer base, and use volunteer activities to build longterm relationships with Habitat supporters Copyright 2017 Accenture All rights reserved. 15

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. SERVICE COVERAGE 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 RESOURCES PROVIDED FROM HFHI (HQ) VOLUNTEER COMMUNICATION VOLUNTEER DATA MANAGEMENT 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. 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 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 PRIORITIES There are three primary objectives in Habitat s volunteer engagement effort. 1. Volunteer labor volunteers help to build and renovate homes and develop communities. 2. Building supporters 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 building/skilled volunteerism 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. Copyright 2017 Accenture All rights reserved. 16

17 Volunteering at Habitat Mark Andrews Interview Interview with Mark Andrews, Vice President, Volunteer and Institutional Engagement 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 Habitat s 2010 earthquake recovery work in Haiti, with a staff of 130 and a budget of $200 million. During this time Habitat Haiti served over 50,000 families with a range of shelter solutions. In 2004, Mark lead a review of Habitat s US operations resulting a major restructuring of support functions for Habitat s 1,500 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 In this capacity Mark is responsible for the development and implementation of global volunteer programming that touches nearly 2 million volunteers annually. 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. Copyright 2017 Accenture All rights reserved. 17

18 SECTION THREE: Habitat Marketing & Brand 18

19 Habitat Branding & Marketing Brand Brand Story People in your community and all over the world partner with Habitat for Humanity to build or improve a 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. Habitat s Story A CRITICAL NEED Habitat impacts specific to individual persons or families, in a way that is easy relatable and solvable A DEFINITIVE, SPECIFIC ROLE People in your community and over the world partner with Habitat for Humanity to build or improve a place they can call home. A LASTING OUTCOME A decent home gives them the strength, stability and independence families need to create a better life for themselves. REQUEST FOR SUPPORT Financial support, your voice and your time will help bring strength, stability and independence to families in need of a decent place to live. Key Supporters 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 whether it s 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, it s hard not to get involved. Foundation CORE VALUES Decent shelter is something we all need to thrive. Strong and stable homes help build strong and stable communities. With a little help, we all have the potential to stand on our own. Bold actions speak louder than words. Working together, side by side, promotes understanding and self-reliance. BRAND TONE & PERSONALITY Strong, determined and confident. Not afraid to dig in, get dirty and lift others up. Copyright 2017 Accenture All rights reserved. 19

20 Habitat Marketing & Brand Chris 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 areas: web and social managing five million visitors a year to habitat.org and 800,000+ followers across social media the Habitat magazine, storytelling and photo and video public and media relations publications, graphic design and Habitat s printing facility fundraising and partner support 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 2017 Accenture All rights reserved. 20

21 Habitat Marketing & Brand Habitat 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 Habitat s work and safe, affordable housing Habitat has over 500k followers Many affiliates keep their own pages Posts profile videos, pictures and stories of individuals families impacted Habitat has over 77k followers Offers information on how to engage with Habitat s work Includes information on Habitat s mission, activities and core values Habitat has over 300k followers Posts stories, pictures and articles of families impacted Engages in conversations with supporters Fans use hashtags, such as #habitat_for_humanity, #homes, and #volunteer Largely user generated content not directed by Habitat Dozens of videos explain Habitats work Includes popular celebrity appeals to raise awareness Videos show how Habitat volunteers build a home Over 39k followers Shows inspirational pictures and messages about Habitat s work Tells stories of individuals and families impacted through Habitat s model Copyright 2017 Accenture All rights reserved. 21

22 Sample Marketing Costs Habitat headquarters will often develops general marketing collateral. Affiliates who are frequently highly costs conscious will then tailor and leverage these materials in their local communities FREE , the Habitat website, and Habitat social media accounts can be used without costs by affiliates $20 Cost per thousand views on a local television station for a 30- second commercial (typically totaling $200 to $1,500) $0.27 $80 Average cost per click of Facebook ads Cost of a paper 36 x48 poster. However, Habitat has its own print shop and can make most print materials for affiliates at just the cost of paper and shipping. ~$1 Average cost of a Google Search AdWords, which charges on a pay per click basis $13 Instagram s estimated advertising cost per 1,000 impressions Note: Consider the number of people who view, engage or click, and then ultimately take action based on a media campaign Copyright 2017 Accenture All rights reserved. 22

23 Habitat Marketing & Brand Sample 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. sample marketing message photography guide typography guide primary logo format primary color palette Copyright 2017 Accenture All rights reserved. 23