Merchandising to Build Brand

Merchandising to Build Brand

Jan. 24, 2006

By Abny Santicola, associate editor, FundRaising Success

For Habitat for Humanity, merchandising is less a fundraising vehicle than a part of its brand-building efforts.

"The primary focus of our branding is raising awareness and communicating our cause," says Angela C. Johnson, partner resources manager at Habitat. "Every time a person sees our logo on something, there is an opportunity to spread our message. Most people know we build houses, but most people don't know how we do it or that our mission is to eliminate poverty housing. Each question about our logo on an item opens the door to communication."