Habitat NOLA has an interesting story to tell. Their mission is to increase homeownership in the community through a unique model building modest, well constructed homes through donations, volunteer labor, and “sweat equity” participation from partner families. Their guiding principle, “A hand up not a handout” guided us in our strategy for the tone and message of the website.
Habitat’s audience is primarily three groups: donors, volunteers, and partner families. Our goals were to increase donations and volunteer sign-ups, enabling people to act on their values while helping the community; and to demystify the requirements for becoming a partner family, alleviating the fear and uncertainty that keeps qualified families from applying for the program.
We accomplished these goals by focusing on storytelling, putting the work Habitat does for families in the community front and center. This allows potential applicants to see themselves as future success stories and encourages donors and volunteers by leading with’ the results of their generosity.