East Bay Coalition for the Homeless - Roger Williams University

Additional Messaging
Under the “Opening doors, one day at a time” tag line, other messaging strategies may be used depending on the
targeted audience. The following messages are suggested as options.
Welcome Home
Time and again, our hearts are warmed by stories of people helping others through hardship. The EBCH can market
itself as a team of life coaches who not only provide housing but also work hard to improve the lives of others on a
person-by-person basis. Target audiences will develop a respect for the EBCH and want to create their own impact
through donating.
The phrase, “Welcome Home,” has a double meaning. It resonates with the homeless as well as the donor pool. In addition
to evoking the elements of warmth, privacy, and self-expression that come with one’s own “home,” it reminds
donors that the East Bay is their home. The donors share a home with the people in need. Therefore, community
members may see the donation as part of their social responsibility.
Dedication and Compassion
When asked, “What sets the EBCH apart from other organizations” the answers often came back to the dedication
and passion of the EBCH staff and volunteers.
When investigating why people donate to organizations, research revealed that people donate to causes they believe
in and have a personal connection to. They also donate to organizations that they believe to be good stewards of their
contributions. Research with EBCH donors (current and former) as well as with the community validated
these findings.
Thus, messaging that focuses on dedication and compassion/passion may resonate well with donors. Donating to the
EBCH allows individuals to participate in a cause that is important to them. They will be donating to a group that
will use their contributions thoughtfully.
Breaking the Homeless Stereotype
Even though survey respondents recognized the often-serendipitous nature of homelessness, the stereotypes of laziness,
substance abuse and criminal behavior still abide. To successfully attract donors, EBCH messages need to personalize
its clients, highlighting families with children and employed parents.
EBCH Success Stories
Survey respondents’ comments also suggest that messages need to convey how successful the EBCH approach is. By
illustrating how the longer-term provision of services helps families become independent, the EBCH can promote the
“hand–up, not a hand¬out” idea (without saying that exactly, since that phrase is used by other organizations). These
comments underscore the importance of telling the EBCH story. Consider using narratives that illustrate different
families’ journeys from becoming homeless to successfully managing social and financial concerns to finally becoming
independent.
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