Translating Fans, Friends and Followers Into Funds

K. Hovnanian Homes: Building a broader online presence while supporting local nonprofits
In a stagnant housing market, K. Hovnanian Homes understood that building a robust online presence was an essential part of its marketing mix. But, after sending its new Facebook page to colleagues, buyers, family and friends, the homebuilder sought a strategy to reach an even broader demographic. The solution? A 30-day online promotion asking local nonprofits a simple question: “What would you do with a $500 donation?” In addition to submitting responses, the organizations were encouraged to get their supporters to vote for them by “liking” the post. And because only “fans” of a page can do this, it meant more followers for the page.