The NeighborWorks HomeOwnership Center in Utica, N.Y., tried something radical to attract a younger demographic. “Let’s get you out of mom’s basement,” read the tagline from a recent advertising campaign. Aimed at millennials, the radio and TV ads use humor to reach the younger audience and undercut the widespread belief among this group that homeownership is out of reach for them.

The goal of the ad campaign, which includes extensive social media, is to get more millennials to take advantage of the center’s services, such as home-buyer education, down-payment assistance, and financial coaching.

The “mom’s basement” campaign is just one example of how organizations in the NeighborWorks network are changing how they reach out to and interact with the people they serve. They actively target specific populations with sophisticated marketing campaigns. They use technology to boost efficiency and streamline the process of signing up for services and buying a home. They’re adding new, cash-generating business lines such as realty and lending services, and actively cross-selling these offerings to encourage people to take advantage of as many services as possible.

Read the full article about NeighborWorks' efforts at fostering social enterprise by William H. Woodwell Jr. at Stanford Social Innovation Review.