1. Abraham Harrison LLC – Case Study for
Habitat for Humanity International
June 2011

2. Abraham Harrison LLC: Case Study – Habitat for Humanity
Challenge:
To raise the profile of World Habitat Day online.
World Habitat Day is held on the first Monday of October
every year. The theme of the October 2009 event was
“Planning Our Urban Future” which tried to raise
awareness of the need to improve urban planning in
communities all over the world. In August 2009,
Abraham Harrison LLC was tasked with helping Habitat
for Humanity raise the online profile of World Habitat Day
to encourage advocacy, foster education and increase
donations

3. Abraham Harrison LLC: Case Study – Habitat for Humanity
Strategy/Tactics:
Leverage the influence of bloggers in target
demographics to increase coverage of World
Habitat Day.
Abraham Harrison reached out to over 2,600
bloggers covering topics relevant to urban
planning and humanitarian aid.
To better equip each blogger with special
content relating to World Habitat Day, the
team at Abraham Harrison created a social
media news release including embeddable
pictures, videos, banner ads and message
copy that bloggers could paste into their
blogs.
The purpose of the blogger outreach was to
earn bloggers’ support and encourage them
to act as amplifiers of the World Habitat Day
message motivating readers to become
involved in the effort.
Sample of AHLLC secured blog posts

4. Abraham Harrison LLC: Case Study – Habitat for Humanity
Results:
Drastically increased the amount of online coverage for the
event over 635% from the previous year – 31 articles to 228
articles.
With a boost from Abraham Harrison’s extensive blogger
outreach in September, online coverage of World Habitat
Day 2009 increased 635% from the previous year.
Those 228 earned blog posts resulted in an estimated 1+
million impressions and boosted SEO results.

5. Abraham Harrison LLC: Case Study – Habitat for Humanity
Testimonial:
“On behalf of Habitat for Humanity International
(HFHI), thank you for your company’s pro bono
work on World Habitat Day blogger outreach
during the fall of 2009. We were astounded by the
results achieved by Abraham and Harrison (A&H),
and we appreciated your donation of staff time and
resources.”
- Colleen Fitzgerald, Director of Advocacy
Implementation, Habitat for Humanity International

6. Further Questions?
We look forward to speaking with you again soon!
Mark Harrison
CEO Abraham Harrison
www.abrahamharrison.com
mharrison@abrahamharrison.com
+1.202.657.4769