Habitat for Humanity Edmonton (HfH-E) is a local charitable organization that has strong name recognition with the general public; however, when the research was conducted, the public had a much lower level of understanding for how the program works and the population it serves. Johnston Research had the privilege to work with Habitat for Humanity and Freestone Communications to support the development of an effective communication strategy to improve the public’s understanding of Habitat for Humanity - Edmonton. Working with past donors and members of the general public, we explored awareness and perceptions of the HfH-E program and we investigated how different communication messages resonate with target audiences.
Research results provided clear direction on the information elements that had the most impact with the target audiences, creating a strong connection and desire to support the Habitat for Humanity - Edmonton program.
Habitat for Humanity - Edmonton is an interesting story. We learned that respondents are very impressed by the successful and sustainable business model that underlies the HfH-E program and they are engaged by the idea of helping people who are hard working community families, but are unable to get ahead.
Click here to learn more about HfH-E – we bet you’ll be converted too!