Habitat’s Amy Dunham Offers Insights on Refreshing a Much-Loved Brand…

Ask Amy Dunham, Habitat for Humanity International‘s Chief Communications Officer, about her latest initiative, and she’ll enthusiastically discuss encouraging people to take a fresh look at a much-loved brand.

Whether reacting to changing market conditions, new leaders, or an organizational strategy update (or all of the above), she believes marketers must continue to plan and execute in uncertain times, regardless of fast-changing, incomplete information.

Amy Dunham shares how she’s leveraging a brand refresh effort through research (thanks to a donor gift) just in time for the organization’s 50th Anniversary.

Bring Data!

Amy Dunham has many lessons regarding a brand refresh in uncertain times and how to use market research to drive strategy. First and foremost, she recommends that marketers bring data. “It’s the best way to move beyond preferences and emotionally-charged conversations.” She adds that it also prevents an internal rallying cry from becoming a tagline.

And her most memorable advice may be what she calls the differentiator. “If you want someone to understand your brand or mission clearly, assume you have two minutes to explain it to your grandma at a BBQ or your average 11-year-old. There’s no better way to focus your message!”

When talking to a board, funders, or a leadership committee about a brand’s evolution or new marketing concepts, Amy Dunham shares some key personal lessons, particularly if meetings are quarterly or less frequent. She says, “Start everything with the idea of ‘where we last left our hero.’ Not only does some storytelling help, but not everyone remembers where that last meeting left off.” And she’s also learned to edit all presentations to actionable information, rather than overshare all marketing background and considerations. 

Call to Action…

Habitat for Humanity’s new call to action for their 50th anniversary is to help an additional 50 million people access safe, affordable homes by 2027. (Amy notes that 1 in 3 humans on earth still don’t enjoy the benefits of having a decent place to call home.)

Habitat has already made significant contributions, having grown its impact 100-fold in the last 15 years. The organization has helped over 62 million people improve their living conditions since its founding in 1976.

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In our conversation, we discuss the following:

• Let’s start by discussing the importance of preparing to set a new marketing and communications plan. 

• Discuss how you utilized market research and audience insights to inform and shape the organizational strategy. 

• Please describe how you presented that information to senior leadership, the board, and key stakeholders.

• You say that Habitat for Humanity is a well-known but not necessarily well-understood nonprofit brand. Talk about that…

• How did this initiative differentiate your organization in a crowded and changing market?

• Tell us about Habitat’s new Call to Action.

• What are the biggest challenges Habitat faces now?

• Your next step is a communications plan. I’m always intrigued by the speed of culture and how effective marketing responds to cultural moments. However, I also realize that it can have a profound impact on culture. What are you finding now?

• Let’s discuss the topic of “purpose” or purposeful branding. Does purpose still matter today? Is there purpose message fatigue? Or have purposeful messages become too principled and serious rather than creative and memorable? Or are brands simply “playing it safe,” which reflects our current cultural climate?

• You have a remarkable background. Please tell us about your previous roles and how they’ve informed your current work.

• What’s next for you and Habitat?

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Amy Dunham also clarified a few misperceptions some people hold about the organization and its mission:

No, Habitat for Humanity houses are not free. Families who are in need of decent, affordable housing apply locally to Habitat for Humanity for homeownership. Their ability to repay an affordable mortgage or small loan is among the selection criteria for becoming a Habitat homeowner. Plus, they receive financial education and complete several hundred hours of “sweat equity” working alongside volunteers.

No, former U.S. President Jimmy Carter did not start Habitat for Humanity. While the organization is deeply honored to have had President and Mrs. Carter as Habitat’s most famous volunteers, they were never on staff.

ADDITIONAL HABITAT INFORMATION:

Do Habitat for Humanity volunteers need to have construction skills?

Habitat welcomes people with any skill level to volunteer on the build site, even beginners. On-site construction leaders train volunteers in all aspects of building. One must be 16 years old to work on a Habitat construction site.

Volunteers can participate in a variety of other ways, from becoming an advocate to helping out in one of the Habitat ReStores. Check out all of the ways one can volunteer to support Habitat’s work.

Where Does Habitat for Humanity build?

Habitat builds in local communities across all 50 U.S. states and Puerto Rico and in more than 70 countries worldwide. Learn more about all of the places Habitat works.

ABOUT AMY DUNHAM

Chief Communications Officer / Habitat for Humanity

 In addition to her role as Chief Communications Officer, Amy Dunham also serves as a member of Habitat’s senior management group, which advises the CEO and sets strategy and policy.

Before joining Habitat for Humanity International, Amy was senior vice president of marketing and communications at Strada Education Foundation, a nonprofit social impact organization working to increase equity through clearer and more purposeful pathways between education and employment. In that role, she directed integrated strategic communications efforts to advance Strada’s brand identity, broaden awareness of its programs and priorities, and advance its position with key constituents. She also spent eight years at the NCAA as managing director of strategic communications, responsible for how the association articulated and presented its core values, shaped and managed its brand, communicated with members and employees, interacted with charities, and mapped these efforts back to the association’s strategic communications plan.

Her background also includes serving as deputy assistant secretary of public affairs at the U.S. Department of Homeland Security for four years. In that role, she managed all aspects of communications for the department and its 22 component agencies; she also established and managed the national “If You See Something, Say Something” public awareness campaign. Earlier in her career, Amy served in media relations roles for the Transportation Security Administration and US Airways. Amy is a graduate of Wake Forest University and currently serves as a member of the Wake Forest College Board of Visitors.