Buyer Behavior
Richmond Habitat of Humanity
Richmond Habitat of Humanity
The Ask
For this group project in MKTG 315, the task was to develop a consumer profile for Richmond Metropolitan Habitat for Humanity, focusing on student organizations as the target segment. The project involved evaluating Habitat’s current digital marketing strategies and creating a digital marketing campaign to better engage student volunteers and donors via the most effective social media platforms.
The Process
To begin, our team identified student organizations as the target segment, recognizing the potential for this group to engage with Habitat for Humanity through donations and volunteer opportunities. I conducted interviews with members of the athletic department at VCU, specifically from VCU Women’s Soccer and VCU Men’s Soccer. These interviews were essential for gathering insights into the motivations, preferences, and barriers of college students when it comes to engaging with nonprofit organizations.
MY WORK
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MY WORK ⋆
Key insights from the interviews revealed that time constraints were a major barrier, as many students were juggling academics and athletics. However, there was a strong willingness to participate in short-term volunteer opportunities that offered flexibility and community impact. Interviewees like Isabella Cahall, captain of the women’s soccer team, and Gabby Muncy, Director of Leadership Development for the team, emphasized the value of leadership development and engaging in causes that align with personal interests, such as health and youth education. These insights helped refine the consumer persona, highlighting the importance of flexibility, alignment with academic programs, and opportunities for leadership development.
Next, we analyzed Richmond Habitat’s current digital marketing strategies, focusing on platforms like Facebook, Instagram, and YouTube. We evaluated the effectiveness of these platforms in reaching student organizations and identified areas for improvement, such as more targeted outreach on TikTok and Instagram Reels—platforms most frequently used by students. Using the interview data, we designed a digital marketing campaign centered on Instagram and TikTok, featuring both serious appeals (highlighting community impact) and lighthearted content (e.g., fun challenges, influencer partnerships) to increase engagement. We also recommended using hashtags like #StudentsForChange and #HabitatVolunteers to boost visibility and create a sense of community among student volunteers.
TikTok Idea
This is an example of one of the TikTok’s our social media campaign came up with. A more silly approach to engage the target audience - student organizations at Virginia Commonwealth University.
SKILLS
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SKILLS ⋆
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Gained insights into how student organizations engage with nonprofit causes and what drives their volunteer and donation behaviors.
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Learned how to create a tailored digital campaign that resonates with a specific target audience and utilizes the most suitable social media platforms.
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Conducted primary research through interviews and surveys, learning how to gather actionable data that informs marketing strategies.
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Enhanced teamwork and communication abilities by collaborating with peers to develop a comprehensive marketing plan.
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Improved my ability to present research and marketing strategies clearly and effectively to stakeholders, including the client.
Outcome
The project successfully provided a consumer persona for the ideal student volunteer/donor within the student organization segment. We also developed a digital marketing campaign that leveraged Instagram and TikTok to engage students through serious and playful content. The campaign’s creative elements, including student-driven content and influencer partnerships, were well-received in our presentation to Richmond Habitat for Humanity. The campaign targeted the right platforms and tailored its messaging to resonate with student values like community involvement and leadership development.
Overall, this project allowed me to apply marketing theory to real-world nonprofit challenges, deepening my understanding of consumer behavior and digital marketing strategies for nonprofit engagement. The process also helped me improve my skills in research, teamwork, and presenting strategic recommendations.