Accenture Innovation Challenge. Habitat for Humanity International (HFHI) Problem Definition Worksheet

Transcription

1 Accenture Innovation Challenge Habitat for Humanity International (HFHI) Problem Definition Worksheet

2 Context Situation (Key Facts): Each year, Habitat for Humanity attracts nearly 2 million volunteers across the US and around the world. However, in the US most volunteers attend just one house build. Very few, if any, Habitat affiliates have an intentional volunteer retention and conversion strategy. Habitat would like to work through its affiliates to develop a deeper connection with volunteers to encourage longer-term involvement with the organization Habitat HQ s direct relationship with volunteers is minimal today, but leadership believes HQ can provide the necessary support to help educate affiliates so they can recruit, retain and convert casual volunteers and allow more of them to become lifelong engaged and enthusiastic supporters. In time, Habitat HQ believes a more intentional approach to managing the volunteer experience will help local Habitat programs grow stronger and provide volunteers with a consistent and rewarding experience. Habitat for Humanity wants to become an organization that makes the most effective use of its volunteers by providing individuals with a path to becoming a voice, a promoter, an advocate, a more skilled volunteer and, for some, a financial donor across multiple generations. Complication (Need for Change): Habitat is internationally recognized for providing an excellent volunteer experience, but underleverages the opportunity to use house builds as a platform to develop stronger, more lasting relationships with its volunteers, resulting in a one and done volunteer model. Existing volunteer opportunities attract many millennials for an experience but few find a long-term relationship as a result so Habitat HQ is concerned about the possibility of its existing recurring volunteer base aging out in the foreseeable future. Habitat HQ would like to design a more consistent and compelling customer journey for every Habitat volunteer that affiliate organizations can use as a playbook for boosting volunteer retention and building lifelong Habitat Champions over time. Among millennials, how can Habitat move beyond providing a short-term volunteer experience to building long-term champions for a world where everyone has a decent place to live? 2

3 Buyers and Scope Scope Desired Outcomes: Outlines an engagement strategy for how Habitat can increase volunteer participation among millennials Solution outlines a volunteer journey and proposes a value proposition for championing Habitat s strategic objectives in a way that aligns with the Habitat brand strategy Solution considers local Habitat affiliate buy-in for the proposed engagement strategy Solution is sustainable and considers impact assessment via key metrics. Solution carefully adheres to key definitions outlined in the Key Terms (see Slide 5) Out of Scope: Changing any aspects of HFHI s mission, vision, or current strategic goals Focusing on volunteer segments beyond millennials as defined in the Key Terms Buyers Sponsors: HFHI HQ Executive Staff HFHI Board of Directors HFHI Affiliates Key Decision Makers: Habitat for Humanity Executive Staff Accenture Managing Directors Accenture s Nonprofit Group Criteria for Solution Quality Considers all points of entry for engaging millennials (e.g. not just campus-based engagement; not all millennials attend a 4-year college) Develops an innovative solution that is also feasible and executable given available financial and human resources. Outlines key impact metrics for proposed solution and justifies why this solution should be selected Solution clearly proposes an engagement strategy that outlines a process for attracting volunteers and building transformational support, and depicts a detailed implementation roadmap for your solution. (In Round 1, focus 60-70% of your time on developing the initial volunteer recruitment strategy, and in subsequent rounds expand upon your strategy for long-term engagement) Considers resource constraints (e.g. low cost, simple, easy to replicate) and provides a high-level budget and target outreach for the proposed engagement strategy (Round 2). Provides a sample marketing piece (e.g. marketing advertisement or ) to support engagement strategy (Round 3 only). 3

4 Issue Tree Level 1 Level 2 Level 3 What is the value proposition for millennials specifically? Among millennials, how can Habitat move beyond providing a shortterm volunteer experience to building long-term champions for a world where everyone has a decent place to live? Recruitment: How will Habitat recruit millennials? Engagement: What is Habitat s longterm engagement strategy? What are programs/activities/engagement opportunities should Habitat leverage or create in recruiting? How will the solution be marketed, and how does it tie into HFHI s existing brand strategy? Once volunteers arrive at a build, what specifically should Habitat do to establish a connection? How will this solution integrate into the volunteer lifecycle (invite, build, engage, retain, deepen)? What is the value proposition for local Habitat affiliates for executing this solution in their community? What are the barriers to long-term engagement for millennials? What are the key activities/steps within the customer journey to increase volunteer engagement over time? What is the target profile of potential Habitat Champions? What support mechanisms do Champions need to be successful? (at what level, what channels, etc.) Round 2: What is the budget, and how many people can Habitat expect to reach? (# reached, recruited, converted, champions) 4

5 Key Terms & Definitions Where referenced in the case materials, key terms are defined as follows: HFHI: Habitat for Humanity International, usually references Habitat s organizational headquarters. Habitat Affiliate: One of 1,400 local semi-autonomous organizations that operate to build homes. Habitat for Humanity affiliates are local Habitat for Humanity organizations that act in partnership with and on behalf of Habitat for Humanity International. Each Habitat affiliate coordinates all aspects of Habitat home building in its local area. House Build: The quintessential Habitat volunteer experience. Affiliates work in local communities recruiting volunteers to work side-by-side with homeowners to build homes. Millennial: The name given to the generation reaching young adulthood in the early 21st century. The Millennial generation follows Generation X in order of demographic cohorts. This generation is often associated with technology and social media. Note that this classification does not make a distinction between demographics of any kind besides age. Millennials are not all necessarily participating in or graduating from 2- or 4-year undergraduate degree programs; consider all points of entry when evaluating this group. Volunteer: Unpaid noncompulsory work, that is, time individuals give without pay to activities performed either through an organization or directly for others outside their own household Habitat Champion: People who derive their self-worth and value from doing and helping create the change they want to see in the world. They seek out opportunities to make tangible, lasting improvement whether it is in their homes, their work, their relationships, their civic involvement or their favorite charitable causes. Their energy is infectious; when they get excited about a project or cause, it is hard not to get involved. 5