Touchdown: Habitat’s plate-less fundraiser

Communications Touchdowns come in various forms, as we witnessed a few weeks ago with the Crate and Barrel customer service TD. Another arrived this week in the form of a fundraising promotion from Habitat for Humanity Canada. The greeting card looked at first like a holiday card, inviting one to Habitat’s “First Annual Non-Event,” complete with a photo of an empty white plate and the words “$0 per plate – because there’s no plate.” Opening the card, one is greeted with the words “When it comes to fundraising events, we know your plate is already full.” It becomes clear that Habitat is offering a simpler way to give to families in need of new homes – “No chicken supreme. No speeches. No small talk with the other guests at Table 17.” The ultimate ask? “What would you give to stay home for one night? Stay right there. Write your own ticket.” That was followed with information about how one can donate directly to Habitat. We’ve often talked about how timing is an essential consideration in communications. During the holiday season, our calendars are filled with fundraising and seasonal events, which made this piece all the more creative and brilliant. Simplicity also added to the Touchdown. Bravo.