Morris Habitat for Humanity ReStore

Marketing Strategy & Execution


The ReStore serves as the retail fundraising arm for the Morris affiliate of Habitat for Humanity.  Proceeds from the sale of donated furniture, appliances and building materials enable Morris Habitat to build additional homes in our community.  After being in business for three years and recognizing the rapidly changing economy’s effect on fundraising and consumer spending, the Executive Board decided to engage a marketing agency to steer their marketing and advertising efforts to achieve their financial and fundraising goals.



ThinkingKap’s first priority was to help this non-profit change its way of thinking to one of a for-profit retailer.  We defined the three core audiences of shoppers, donors and volunteers and developed plans to market to each in a way that supported the overall mission of Habitat for Humanity while achieving the financial growth goals of the ReStore.  We started by engaging their designers and staff in developing a consistent look and feel across all marketing materials.  Then, we revamped their marketing communications plan and worked with them to establish co-marketing initiatives that bring mutual value to business partners instead of just asking them for donations.  For six years running, our efforts have resulted in approximately 20% year-over-year growth in sales and together, we have quadrupled sales during this time period.  We are currently working to launch the ReStore Collection an online auction for high end items such as antiques, estate jewelry, fine art and other distinguished items.