Text Marketing for Lakeshore Habitat for Humanity

About Lakeshore Habitat for Humanity

Lakeshore Habitat for Humanity isn’t just in the business of building homes—they’re in the business of building stability, community, and hope across West Michigan. For over 30 years, the organization has partnered with families, volunteers, and donors to develop affordable housing solutions that transform lives. Every home built is a foundation for more than just walls and a roof—it’s a place where families can grow, thrive, and contribute to a stronger community.

The Challenge

Like many nonprofits, Lakeshore Habitat relies on its community of supporters to fund projects, fill volunteer rosters, and shop at its ReStores. However, in today’s increasingly noisy digital landscape, standing out is more challenging than ever. Traditional channels like email and social media simply weren’t cutting it—especially in critical fundraising moments like Giving Tuesday, when timing and connection matter most.

“Email and social posts are great for general communication,” Kaitlin Verkaik, Development & Communications Manager, explained, “but we needed a way to meet people where they already are—on their phones. We wanted a tool that felt immediate, personal, and powerful. SMS seemed like the natural fit.”

The challenge was clear: How could Lakeshore Habitat cut through the clutter, engage supporters in real time, and inspire meaningful action without overwhelming them?

Our Solution

That’s where 2 Fish Co. stepped in. Together, we partnered with Lakeshore Habitat to design and launch their very first SMS campaign. The goal was simple but bold: create messages that felt as authentic and mission-driven as Lakeshore Habitat itself.

From strategy to execution, we worked together to:

• Developed a message strategy rooted in hope, action, and authenticity.
• Set up a SimpleTexting platform that could serve both the Habitat affiliate and the ReStores.
• Segmented audiences—from donors to shoppers—using keyword campaigns, ensuring people received the most relevant texts.
• Created a cadence of monthly or bi-monthly campaigns to maintain steady communication without overloading inboxes (or phones).

2 Fish Co. and Lakeshore Habitat collaborated to craft messages “that felt authentic and hopeful—exactly what Habitat is about,” said Relationship Director Shelly Millen. Verkaik agreed: “Every message felt like it came from a neighbor, not a marketing team,” she emphasized.

The platform also gave the Lakeshore Habitat team new power and flexibility. With all text communications in one place, staff could send branded campaigns, manage responses, and quickly address questions from supporters. The system was simple, efficient, and built to grow with them.

The Results

The results were nothing short of inspiring. Within the first few months, SMS marketing proved itself as a high-impact tool for both fundraising and engagement.

On Giving Tuesday alone, donations surged 22% compared to the prior year. Volunteer inquiries also increased, as supporters who might have scrolled past an email instead engaged instantly with a short, heartfelt text. “We wanted to test whether a simple message could spark action—and it did,” said Executive Director Kaitlin Verkaik. One donor even shared, “This was the nudge I needed to give today.”

But the impact went far beyond a single day:

• Engagement rates skyrocketed to over 90%, compared to the 20–30% typical for email.
• ReStore traffic increased by 15%, driven by well-timed sales and promotional texts.
• Donor participation increased 10%, with more supporters stepping up to get involved.
• Staff saved valuable time by consolidating outreach and responses into a single, easy-to-manage platform.

What began as an experiment quickly became a cornerstone of their communication strategy. “SMS is more than a fundraising tool,” Verkaik emphasized. “It’s a relationship builder. It helps us stay connected with the people who believe in our mission. It turns moments into movements.”

Looking Ahead

For Lakeshore Habitat, SMS has opened the door to deeper, more personal connections with their community. Every message sent is a reminder that their work is about more than houses—it’s about hope, partnership, and building a better future together.
And the lesson is clear: sometimes the smallest messages carry the biggest impact.

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