Project Spotlight: Habitat for Humanity (India)
Cambridge Consulting Network (CCN) has partnered with Habitat for Humanity India to develop a strategy to increase their donor base from 30k to 100k in 100 days
By partnering with CCN London, Habitat for Humanity India will be supported in its efforts to increase and diversify its donor pool in order to protect and develop its programmes. In this way, we hope to play a role in supporting India’s recovery from the pandemic, as well as its ambition to provide decent housing for all.
Client Summary: Habitat for Humanity India
“A world where everyone has a decent place to live.”
This is the vision of Habitat for Humanity, an international NGO that works to build affordable and secure housing in partnership with those who need it. Founded in 1976, Habitat for Humanity has pioneered the ‘partnership housing’ approach, bringing together donors, volunteers, and people in need in order to fulfil its vision. As part of this approach, volunteers and beneficiaries work together to build homes, funded through a peer-to-peer donor system. Beneficiaries (referred to as ‘Habitat homeowners’) are then provided with affordable mortgages, with revenue reinvested into further programmes. Despite being rooted in a Christian ethos, Habitat for Humanity operates a strict non-proselytizing policy. This ensures that its programmes are open to all regardless of religious background and will never work to induce conversion. As such, Habitat for Humanity has gained a reputation for its sustainable and impactful model, benefitting over 35 million people in 70 countries since its founding in 1976.
Habitat for Humanity’s India programme, established in 1983, has thus far helped over 33 million individuals with their housing needs. This has occurred alongside a remarkable period of socio-economic development in the country. Between 2006 and 2016, India reportedly lifted 271 million people out of poverty. As part of an ongoing national strategy to end homelessness (in line with SDG 1: No Poverty) the Indian government announced in 2015 the ‘Housing for All by 2022’ programme. This scheme aims to finance the construction of millions of new homes with low-interest rate payment plans for those with low incomes. However, the combined effects of high urbanisation rates and the COVID-19 pandemic have slowed progress, while the economic slowdown caused by the pandemic has pushed many families back into poverty. An inevitable side effect of these pressures is increased housing insecurity amongst the poor.
Responding to COVID-19: Road to Recovery
As such, Habitat for Humanity has launched the Road to Recovery 2.0 project, designed to help in India’s efforts against COVID-19. The project, expanding on Habitat for Humanity’s usual remit on housing issues, has so far helped over 1.3 million people by establishing centres that stock essential medical supplies to support overstretched healthcare facilities. Central to the success of the project has been the generosity of donors, both individual and corporate. Yet as the project evolves, along with Habitat for Humanity’s strategy to support the Housing for All by 2022 initiative, the need for further funding has increased.
CCN’s role: a strategy for increased donor engagement
As part of the project, CCN has worked closely with the client to develop a structured programme to increase their donor pool. By conducting case study research of organisations who have embarked on similar strategies, CCN is developing a bespoke programme through which their client can rapidly expand their reach amongst potential donors. In doing so, CCN is playing a key role in securing Habitat for Humanity’s India programmes in the longer term.
