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Hello NPH supporter, As 2024 comes to a close, we’re thrilled to share highlights from our year-long campaign, Begins with Home – by the numbers. We know the storytelling infrastructure that we’ve developed through this collaborative public information campaign – channels, audiences, stories, tactics, coalition relationships, and more – has massive potential to grow our movement ahead, and we can’t wait to continue building on this progress together in the New Year. Take a look at our impact this year and stay tuned for more in 2025! 👀 |
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Peace, 
Madison Roberts,
NPH Narrative Specialist P.S. Did you receive this newsletter via forward? Get on our list! |
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Begins with Home’s Year by the Numbers This is how we shifted the Bay with you in 2024 |
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✅ Our stories increase public support for investing in housing solutions by 15 points |
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Voters were significantly more likely to support affordable housing solutions after seeing Begins with Home video stories. Our AB video message testing (Grow Progress, Fall 2024) showed that our stories specifically increased support for raising taxes that fund affordable housing by an average 15 points and, with our best performing videos, up to 24 points.
This content focused on the real impact of secure, affordable housing for individuals, families, and communities — including first-person stories from people who have faced housing insecurity or are working for housing solutions. Like East Bay neighbor Maria (shown right), who went from homelessness to stability thanks to transitional and affordable housing. |
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👉 Use this toolkit to learn more & share these powerful stories |
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✅ We created and delivered 54 hopeful, action-oriented videos across Begins with Home platforms |
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From TikTok and Instagram to Youtube and Google Display, Begins with Home created a surround sound, pro-housing experience for folks within our base and persuadable audiences. That means Bay Area residents came into contact with 54 pieces of effective content that help our community see what’s possible if we choose a more affordable future for all of us. |
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👉 Amplify these stories to continue growing support for housing solutions |
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✅ Begins with Home stories reached nearly 4 million people in the Bay Area |
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These narrative-shifting stories reached millions of Bay Area residents identified through strategic voter targeting as most in need of exposure to our messaging. Begins with Home’s resonant content, videos, and messages were displayed 109 million times to 4 million people, including 40 million views on our videos alone. People subscribed, followed, or joined Begins with Home 17,000 times, committing to stay connected with us into the future. Given the impact we know our videos can have on the region’s ability to expand the affordable housing movement, this reach is helping us grow progress and secure justice in the Bay. |
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…and here’s how we did it — together. |
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✅ 431 people were trained on our narrative strategy and messaging research |
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Between five campaign briefings, presentations at local conferences, and many coalition trainings, we brought 431 Bay Area advocates into our Begins with Home storytelling approach and campaign strategy. We’ve armed folks around the region with everything they need to drive the change we all want to see — including research-backed recommendations, narrative best practices from the housing field, plug-and-play educational social media videos, and ways to apply learnings from the Begins with Home campaign to all kinds of advocacy projects. |
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✅ Cultural partnerships helped us meet more people where they are |
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Our Begins with Home Campaign Partners and allies helped make critical connections to reach residents in new, unexpected venues. 53 public library branches in 4 Bay Area counties distributed over 10,000 Affordable Housing Month-themed bookmarks and 4,000 coloring pages, getting our affordable housing messages into the hands of Bay Area residents. In partnership with the Oakland Roots Soccer Club, we helped fans make the connection between housing justice and community. We passed out over 400 pennants, attendees posed for pictures with our open-door art installation, and the Roots delivered our Affordable Housing Month message to the entire stadium at halftime. We also delivered new stories through our print edition of The Home Page (pictured above), a vibrant newspaper filled with stories of progress and examples of collective action. We mailed The Home Page to 250,000 people and distributed hundreds of copies at Oakland’s First Fridays in November. |
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✅ 12 Campaign Partners made it all possible Over the last year plus, we’ve worked with a dozen amazing campaign partners to tell our stories and bring Begins with Home to the movement. 🙏 We share a huge thank you to the following organizations for their partnership in bringing this campaign to life: co-lead All Home, ACCE, BARHII, Bay Rising, EBHO, Generation Housing, Hamilton Families, HLCSMC, Monument Impact, PICO, Urban Habitat, & Working Partnerships USA. |
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HEADS UP! 🗓️ We can’t wait to tell you more about our recent research, toplines from the last several months, and learnings from this coordinated, coalition-driven campaign. ✨ Look out for a save the date for our next briefing in 2025! ✨ Feel free to reply to this email to share your thoughts about narrative strategy or questions about the Begins with Home campaign to help us shape this offering. |
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Non-Profit Housing Association of Northern California (NPH)
49 Stevenson Street Suite 500 | San Francisco, California 94105
415-989-8160 | info@nonprofithousing.org |
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