Revitalizing HEARTH: A Case Study of Non-Profit Brand Transformation
In the heart of Pittsburgh, HEARTH has long stood as a beacon of hope for families affected by violence. As a nonprofit dedicated to providing transitional housing, their mission is not just to shelter but to empower. However, reaching and resonating with the right audience—potential donors, volunteers, and community partners—required a brand that spoke as powerfully as their cause. Discover how we crafted a rebranding strategy that not only redefined HEARTH’s identity but also significantly amplified their impact.
SERVICES
Background
A New Dawn for HEARTH: Setting the Stage for Transformation
HEARTH, a cherished non-profit organization based in Pittsburgh, has been a beacon of hope for families affected by violence in Allegheny County for over 25 years. Their mission has focused on providing essential transitional housing and support services to help these families rebuild their lives in a safe and nurturing environment. Over the decades, HEARTH has made significant impacts but faced the challenge of an evolving digital landscape and changing donor expectations.
Challenge
Facing the Future: The Crucial Need for HEARTH’s Rebrand
After 25 years of steadfast service, HEARTH found itself at a critical juncture. The organization needed to undertake a full rebrand to better communicate with their ideal clients — the victims of domestic violence who need transitional housing and support — and to engage more effectively with donors and partners. Their existing brand messaging and digital presence no longer captured the full scope of their mission or appealed to the younger, digitally-savvy donors who are essential for sustained philanthropic support.
Our Approach
Strategic Innovations: The Multi-Tier Approach to Transform HEARTH
As a marketing agency dedicated to empowering non-profits through comprehensive digital strategies, we embraced the challenge of transforming HEARTH’s brand from the ground up. Our approach was multi-faceted and tailored to highlight HEARTH’s unique position in the community:
Designing a New Logo and Branding
We created a logo that reflects HEARTH’s commitment to safety, care, and community transformation. The new branding was designed to be warm and inviting, using colors and fonts that convey hope and stability, essential sentiments that resonate with both the families in need and the donors looking to make a difference.
Interactive Web Development
Our team developed a new website with enhanced usability and interactive features that allow for easier navigation and engagement. A critical feature was the integration of real-time donation tracking and testimonial segments that illustrate the direct impact of donor contributions.
Essential Safety Feature:
Quick Exit Button
To ensure the safety and privacy of users, we integrated a Quick Exit button on HEARTH’s website. This feature is crucial for individuals at risk of domestic violence, allowing them to instantly switch to a neutral site if they feel threatened. This safeguard promotes secure access to vital resources, empowering users to seek help discreetly and confidently without fear of being monitored or caught.
Messaging for Digital and Print Media
We crafted a unified message that threads through all communications, from digital ads to print brochures. This messaging strategy was designed to clearly articulate HEARTH’s mission, the importance of their work, and how support from the community could be life-changing.
Brand Photography and Video Production
To visually capture the essence of HEARTH, we conducted several photo and video shoots, resulting in high-quality assets that powerfully tell the HEARTH story. This included a brand video that shares their vision and a donation video that effectively communicates the urgency and necessity of ongoing support.
The results
Beyond Expectations: The Tangible Impact of a Thoughtful Rebrand
Our collaborative efforts with HEARTH have led to remarkable outcomes, significantly enhancing their visibility and impact:
- Increased Awareness: By leveraging new branding and a dynamic digital presence, HEARTH has seen a substantial increase in community awareness about the critical role of transitional housing for victims of domestic violence.
- Donations Increased by 200%: The new, compelling donation video and streamlined online donation process invigorated HEARTH’s fundraising efforts, resulting in a 200% increase in donations within the first year after the rebrand.
- Positioned as Thought Leaders: With strategic messaging and enhanced digital content, HEARTH is now recognized as a thought leader in the area of transitional housing for victims of domestic violence. This positioning helps attract further partnerships and funding opportunities, ensuring long-term sustainability.
Conclusion
Making a Mark on Public Health
This case study illustrates the effectiveness of a well-rounded public health campaign in times of crisis. Through strategic planning, creative solutions, and community engagement, we were able to support Pittsburgh in its fight against COVID-19. Our approach not only facilitated increased vaccination rates but also played a crucial role in paving the way towards a return to Normalcy.
Are you ready to redefine your non-profit’s impact? Like HEARTH, your organization can achieve remarkable results with the right marketing strategies.
Contact us today to discover how our expertise in branding, digital media, and strategic communications can transform your mission into action and results. Together, we can create a narrative that not only tells a story but also inspires change and fosters growth.
