Outreach items help build awareness of nonprofit opportunities

How small gifts can power important missions

By Jacki Averkamp

Interview Featuring

Shelby Wilson

Cape Fear Habitat for Humanity^®

Marketing and communications coordinator

A small interaction can make a big difference. When it comes to brand awareness, a brief conversation can open the door—but a tangible takeaway can make that moment last.

Research shows that 90% of people feel more positive about a brand opens in new window after receiving a promotional product, and those items often become ongoing reminders of that experience. That’s why the team at Cape Fear Habitat for Humanity opens in new window brings thoughtful and useful giveaways to every community event.

For nearly 40 years, the organization has provided education, resources and access to affordable housing for families in North Carolina’s Cape Fear Region. And while that reach is significant, it can always grow—sometimes with something as simple as a branded tape measure that makes a lasting impression. Shelby Wilson, marketing and communications coordinator, shared how promotional outreach items draw people in to learn about what Cape Fear Habitat for Humanity has to offer.

Q: What is the goal of your organization?

A: Cape Fear Habitat builds homes, communities and hope—and we do that through a variety of programs. We have our home-ownership program that serves people who meet the income qualifications and provides extensive education. We also have a home repair program, which primarily serves older adults and people with disabilities.

Q: What are some of the ways you connect with the community?

A: We have a community outreach coordinator on our homeowner services team, and his job is to attend events to get the word out. Sometimes that means reaching out to employers. For example, we’ll visit the large local hospital and doctor’s offices to let them know that a lot of their employees could potentially qualify for our program.

We also go to schools during back-to-school fairs and other events, where we try to let parents know about our programs. We recently attended a softball game and threw out the first pitch and had a table set up during the game. Anything we can do to get the word out about our programming and the need for volunteers—our community outreach coordinator is on it.

Q: What are the goals for these outreach events?

A: We’re talking to people about several things. We want people to know they might be eligible for our programs. We also want to recruit volunteers and share donation information if people are interested in supporting us that way.

Q: How did you decide what promo items to hand out?

A: Pens are just something we always want to have to offer to people. With the tape measures, I wanted something that as soon as someone looks at it, they remember it’s from Habitat. Obviously with our logo on it, that happens. But even just with a quick glance, what says construction better than a tape measure?

Put your brand in their hand

Whenever we have a booth at an event, the tape measures are the first thing people reach for. Every time somebody sees them, they’re like, “Oh, that’s such a good idea! I need one of those to keep in my purse or in my pocket.” We always get compliments on the tape measures.

We were at a business expo last fall, and it was my first time at an event with the tape measures. We had them laid out on the table. They were a really great conversation starter because whenever someone would take one, I wasn’t going to let them leave without talking to them about Habitat. They were great for drawing people in.

Q: Why is it important to have branded promo products, as opposed to generic items?

A: For us, we’re part of an organization that is very prominent. Everybody knows Habitat, but they don’t know the full scope of what we offer in the community. So it’s really great to have something that reminds people of Habitat after we have a conversation to explain more about what we do.

We want the branded outreach items to be something people pick up on a daily basis so they see our name over and over again. Eventually they might have a moment when they want to explore what opportunities might be available to them. Or where they have a free Saturday and want to get out and do something good for the community, or if they get a bonus at work and want to donate it to the cause. When these things happen, hopefully they’ll think of Habitat.

Note: Cape Fear Habitat for Humanity was the recipient of a 4imprint one by one^® grant.

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