#CMweekly: Home Depot Doing Nation

Company: Home Depot
Cause: Veterans/Community/Housing
Partners: Fisher House Foundation, Operation Homefront, U.S. Vets, and Volunteers of America
Website: apps.facebook.com/doingnation

Program of Action
Home Depot launches a new spring initiative, Doing Nation, allowing consumers to turn their outdoor projects into cash for a good cause. To participate, consumers choose a project from six options listed on the campaign site such as: outdoor chandelier, fire pit, raised bed, etc. The Facebook app features how-to videos and instructions to help complete a project. Once the project is completed, consumers upload a photo and choose which of the four nonprofits they would like to receive $100.

Each nonprofit can receive up to $25,000 for projects completed in their honor. The winner with most projects dedicated to them will receive double the amount they raised. All four nonprofits: Fisher House Foundation, Operation Homefront, U.S. Vets and Volunteers of America, help repair and rehabilitate facilities and homes for veterans and their families.

Best Practices
Home Depot motivates consumers with a large incentive ($100) that is automatically donated to their choice of nonprofit after a project is completed and a photo is uploaded. $100 is a large donation for a Facebook campaign, almost unheard of, and catches the eye of a consumer who can spruce up their outdoor patio and do some extra good.

In addition, the campaign offers a unique approach to gain engagement from consumers and increase Home Depot sales. With spring at our hands and summer right around the corner, Doing Nation offers consumers a fun online-offline-online action and a way to decorate yards or patios for the season. Participating in the program may also require a visit to Home Depot and/or purchase of tools needed to complete a project.

Lastly, Doing Nation coordinated relationships with four trusted nonprofits. And even though Home Depot could have partnered with organizations that match their branding (such as organizations that build homes or make environmental impacts) they stayed committed to their partners. One of Home Depot Foundation’s initiatives is making veterans a priority and does so with their commitment to contributing $30 million to improving homes for veterans.

Facebook is a great way to embed the campaign with social sharing and awareness. However, perhaps Home Depot can designate a site without logins that consumers can easily participate in, view photos and videos of others projects and document their own project with no additional steps.

Program Outcome
Doing Nation runs from April 12 through May 24 with the goal of $25,000 being donated to each of the four nonprofits. In 2011, Home Depot Foundation committed to donating $30 million over the next three years to organizations helping improve homes of economically disadvantaged veterans. Let’s help them reach their goals and begin our outdoor project for a good cause, visit apps.facebook.com/doingnation and pick as many projects as you want to complete.

Your CM Aficionados,
Amy and Kassie

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