Spreading the Word About an Affordable Housing Success

Over the past five years, Minerva has tracked the evolution of EIHF, mapping and communicating about milestones in the Fund’s development. Through messaging development and early-stage planning, we were prepared to tailor communications for the following milestones:  

• The announcement of new partnerships and developments. EIHF was founded with collaboration at the forefront, therefore communicating with partners about the Fund’s progress has been essential.  
• Financial closings and groundbreakings of projects. The first happened in late 2021 in Renton and was funded by five Washington State credit unions. The Solera apartment complex offered 275 units of affordable housing. Residents will begin to move into the units in 2025.  
• Residents moving into the developments. The Aries welcomed families in early 2024 and includes 40 units of disability housing and is accessible to public transportation. A second development called Watershed celebrated its opening in April 2024 in partnership with Microsoft Philanthropies. A third development, Copper Way, welcomed Pierce County residents in October 2024.  

Each of the above milestones offered a chance to share the unique role of private-public partnerships and EIHF’s innovative financing mechanism. At each milestone, Minerva:  

• Created a communications plan  
• Curated a media list to identify reporters and outlets interested in solutions for affordable housing  
• Updated media list contacts on milestones and opportunities for witnessing EIHF’s progress, including the groundbreaking ceremonies and opening celebrations.  

• In 2022, Minerva also planned a “media roundtable” to give local journalists, including those at the Seattle Times and the Puget Sound Business Journal a chance to dive deeper into the affordable housing crisis with key staff from EIHF, Microsoft Philanthropies, and Washington State. The event featured University of Washington Professor and Author Greg Colburn, who wrote the book Homelessness is a Housing Problem.  

• Coordinated with multiple stakeholders, including those from Microsoft Philanthropies, the consortium of credit unions, nonprofit and for-profit developers, and government entities.  
• Aided in collaborative communication efforts, including developing social media toolkits, newsletter blurbs, one-pagers, and a FAQ page to equip all stakeholders with talking points.  
• Project managed the production of a video focused on the opening of The Aries apartments—the first EIHF-supported project to open to families—highlighting a resident’s experience and the power of cross-sector collaboration.

Minerva has also supported the development of other communication tools, including a video case study produced by Filene Research Institute and pitch materials for EIHF staff to equip them with the materials needed as they solicit additional funding sources. This included a deck, talking points, and one-pagers.