Raising the Roof: Repackaging Help. Raising the Roof is a charity focused on creating homelessness awareness. For 16 years, they've raised donation money by selling toques - Canadian, for winter hat. The biggest barrier stopping people from buying a hat was that they were unsure where the money went, how it is used and who it would help. Hats just don't evoke emotional connections, so we repackaged them and gave them a purpose. Now people weren't buying hats, they were buying solutions.