A fixture in the East Bay children’s scene, Habitot’s revenue stream was suffering deeply due to the recession.
With a pressing need to deliver financial results immediately, I used in-depth focus groups to uncover that the museum members had little or no knowledge of the important role that Habitot played in meeting the needs of underserved community groups such as teenage moms and families with developmentally disabled children. When members and supporters heard that Habitot provided these services, they understood and embraced more fully the need for giving beyond the amount that they paid for their membership or their entrance fee.
With this insight in hand, I created the brand promise, “A great place to play – and so much more,” and partnered with Picture World Hope creative talent to create a yearend giving video appeal that appeared when you visited the website. Related messaging was also translated to yearend mailings and newsletters.
The results? Habitot raised four times more during this period than in prior years, ensuring their vital services would continue.