Situation Analysis:

Habitat for Humanity, Unicoi County

Mission
International Mission Statement:
"Seeking to put Gods love into action, Habitat for Humanity brings people together
to build homes, communities and hope.

Unicoi County Mission Statement:

Habitat for Humanity, Unicoi County wants to help others in the surrounding
community by helping fiscally responsible people who are still somewhat struggling
financially.

Products and Services

Habitat for Humanity of Unicoi County, TN, is a locally run affiliate of the
Habitat for Humanity International organization. All Habitat branches, whether
international or affiliates, are nonprofit, ecumenical Christian housing organizations
that believe everyone should have access to stable and affordable housing.
Building is at the heart and soul of Habitat for Humanity. For every project,
Habitat concentrates on providing three things:
1. secure, stable, affordable housing
2. financial stability for the family
3. community support and relationships

This three-fold dynamic allows Habitat to ensure a successful partnership

among the investors, volunteers, and organization for each family that they help. It
takes six to eight weeks to complete a house, depending on the amount of
volunteers available. The average family that qualifies for a Habitat for Humanity
home has a size of four and makes $20,000 - $30,000 a year. During the building of
the house, the family can help choose flooring, countertops, cabinets, etc. Any
cosmetics such as paint or shelving require a donation.
To qualify for assistance from Habitat, a family must meet the following five
standards:
1. must apply to be considered
2. monthly payment plans on home
3. minimum of 500 sweat equity hours
4. pass federal background check
5. pass credit check (must be in good standing in the last 2 years)
Information on the initial application must be 100 percent accurate or the
application will be void. The total cost of construction and the familys monthly
income determines the monthly mortgage payments for the family. Mortgage
payment amounts are flexible should something happen to the familys income
(breadwinner loses job, etc.). Sweat equity hours are not only labor, but also include
the completion of Dave Ramseys Financial Peace University Class (when available).
Continued budget counseling continues through Crown Ministries post-move in of
new home to ensure family financial success.

Beyond the initial goal of building houses, Habitat for Humanity also offers A
Brush with Kindness. ABWK, sponsored by Valspar, is a holistic approach to
helping local low-income homeowners who struggle to maintain the exterior of their
homes. ABWK works on the exterior of the homes only. Involvement with ABWK
offers lower repayments upon project completion due to cost evaluations using 30
60 percent of the applicants total income.

Partners and Supporters

Public Health/Health Department

Public Housing/DHS
Head Start
Schools
Kiwanis Club
Churches: Kathy Jones-Ministerial Association
Jonesboro Lowes

Public Health: Unicoi County offices allow HFH to hang their posters, fliers and
brochures
Public Housing/Department of Human Services: Supports HFH by offering
knowledge to families who might be interested
Head Start: Day care and housing assistant for low-income families, potentially a
competitor and threat
Schools: Allows HFHUC to post fliers and brochures in the front office area, but HFH
committee member who are teachers said fliers sent home with children are rarely
looked at
Kiwanis Club: Supports HFH for fundraising as well as expanding, also helps by
offering good ideas for ways that Unicoi County and Erwin community leaders can
be involved
Churches: Encourages HFH participation to memberships/congregations by
encouraging HFH committee members to come and speak at meetings to bolster the
request for volunteers, donations and committee leaders

Jonesboro Lowes: Donates 10 percent of all store sales to HFH, their charity,
Hammers for Habitat, allows Lowes stores nationwide to help with building
Competitors

Holston Habitat for Humanity

Government Housing: Section 8 Housing

Building Homes for Heroes: Building Homes for Heroes is a strongly

committed organization whose purpose to give or modify homes for the
brave men and who have served or been injured during the Afghanistan or
Iraq conflicts. Once built, depending on the situation, the organization gives
the home to the veteran and their family completely mortgage free.

Housing Assistant Council: HAC is a national organization focused on

developing affordable housing within rural communities by focusing on
funding and building non-profit housing. HAC works with various
organizations within these rural communities to ensure that funding,
technological skills, knowledge, training, and information is available and
taught to any workers.

Enterprise Community Partners: Enterprise is a national, nonprofit housing

and community development organization dedicated to bringing long-term
improvements to distressed communities. With a network of 1,100 nonprofit,
community-based organizations in more than 400 locations, Enterprise is
developing a national movement to promote housing and community
expansion in low-income neighborhoods.

National Association of Development Organizations: NADO provides

advocacy, education, research and training for the nation's regional
development organizations. Building on nearly four decades of experience,
the association offers its members exclusive access to a variety of services
and benefits -- all of which are designed to enhance the ability of regional
development organizations to foster "regional solutions" to local
government, business and community needs.

National Low Income Housing Coalition: This coalition is committed to

educating, organizing, and advocating decent, affordable housing within
healthy neighborhoods, regardless of demographics. NLIHC provides up-todate information, formulates policy, and educates the public on housing
needs and the strategies for solutions within respective neighborhoods.

Rebuilding Together, Inc.: Rebuilding Together is a nonprofit organization

working to preserve affordable homeownership and revitalize communities.
Their network of consists of at least 200 affiliates that provide free
rehabilitation and critical repairs to the houses of low-income Americans.

Past Promotional Tactics

Within Habitat for Humanity in Unicoi County, the Family Services Committee is
responsible for promoting the organizations cause within the county. They provide
information with churches, schools, businesses, industries, and government service
locations throughout Unicoi County. Some of the closest supporters that work

closely with Habitat for Humanity are the Health Department, Head Start, and Public
Housing in Erwin.

Avenue for Affordable Housing: This promotional strategy was an

information meeting that was open to the public. Different committees were
present to offer financial counseling, help potential clients with the
application process, and to promote information about the program. These
public-meeting events made four times to connect with their audience. Out of
the four meetings, the highest attendance was four people. Zero people
showed for the last meeting. Avenue for Affordable Housing was promoting
the Habitat program both as a Habitat for Humanity affiliate and as a
separate, individual event. Regardless of the name backing the meeting, there
was no difference in the number of attendants or interest about the program.

Head Start: Recently, 51 one-page flyers accompanied Head Start workers on

home visits to help promote Habitat for Humanity in Unicoi, as well as boost
the number of applicants for houses.

Schools: Although it has been a request, current Habitat volunteers that work
within the Unicoi County school system claim this is not effective method to
send home flyers in backpacks reach potential clients. In response to that
know ledge, Habitat has put brochures located at elementary school front
office desks. These brochures contain minimal and initial information
applicants need to meet to be involved with Habitat. Habitat has also placed
tear sheet flyers that to be sent to the Habitat office upon completion.

Local Churches: Volunteers have put up flyers within the majority of the local
churches of Unicoi County. Habitat for Humanity has also reached out to the
Ministerial Association for additional support. With their agreement for
involvement, Habitat educates local ministers how to educate potential
clients for the organization and to show applicants how easy it can be to
receive a home. Habitat and the Ministerial Association also put together
packets of information regarding Habitat and its organizational goals. These
packets share all relative program information with their congregation, or
with anyone that could meet Habitat for Humanitys eligibility requirements.

Erwin Record: Habitat for Humanity works with the local newspaper, the
Erwin Record, to advertise the organizations purpose, promote organization
expansion and news, as well as create opportunities for volunteers and
investors.

Website: Habitat for Humanity Unicoi Website website is incredibly outdate

and only information that was relevant as of 2011.

Problems and Challenges

Within the Unicoi community, there are certain issues that exist involving
Habitat for Humanity. There are three categories of barriers: the Habitat program,
the Unicoi/Erwin community, and Habitat for Humanity, as an overall organization.

Unicoi County/Erwin Community

Appalachia root culture has an underlying trait of pride which can

prevent families from wanting to open up and admit they need
help

Appalachia culture also has an initial mistrust of anyone they dont

know

Within the community there is a lack of knowledge and

communication regarding program needs, community donations
of land, and volunteer involvement

Habitat for Humanity, Unicoi County Affiliate Specifics

Lack of current volunteers results in a lack of committee members,

so the organization is not running at full optimization

With monetary donations only able to come from Unicoi county,

an area where the average household income is $12,000,
fundraising will have to be heavily targeted

The organization needs to present a unified and consistent public

front when presenting projects and ideas, regardless of inner
organization support

Habitat for Humanity, Overall

Negative connotations regarding Habitat for Humanity and their work

Lack of knowledge regarding program intentions and goals

Miscommunication regarding benefits of being involved with Habitat

Misunderstanding of program steps, requirements, involvement has

caused a mistrusting reputation (example: not understanding how
the two mortgages works. 2nd mortgage is forgiven after 10 years of
living in the house as a protection device for the volunteers and
donors, which is a totally acceptable business plan)

SWOT
Strengths

A Brush with Kindness Campaign: sponsored by Valspar, allows low

repayment for exterior work of house for those who qualify

Fund for Humanity: House mortgage payments by families are deposited into
an account to ensure partial funding for future building projects

Hammers for Habitat: support given through the local Lowes company store
that has been signed per Habitat affiliate, Unicoi Countys is the Jonesboro
store

Habitat Unicoi local office is easily accessible and in a great location

The organization within the Unicoi is meticulous, almost too organizaed

Sweat Equity Hours are not just hard labor, Habitat actually teaches these
families how to take on being fiscally responsible

Donors among the community are constantly supportive

All houses are built to code by licensed contractors, then inspected

Once the house is built, the family continues to receive financial support and
advice from Crown Ministries

Once a family has moved into the house and taken over mortgage payments,
should something happen to the income status within the household, Habitat
works with the family to payment adjustments that fit their new budget

The business side of Habitat is safe and secure (ex: 10 year residency to clear
off 2nd mortgage)

Only one percent of houses ever go into foreclosure

Weaknesses

Unicoi County website

The lack knowledge and misunderstandings that exist within the Unicoi
community and worldwide have created a stigma that will be hard to
overcome

Among most committees, volunteerism is lacking within the organization

The leadership of the organization hasnt had a consistent strong presence,

which is essential to non-profits

For every 100 applicants, only 1 family will be picked

There is no consistent office staff available for the public who could want to
call or inquire about information

Opportunities
International Affiliates/Acquisitions

A Brush with Kindness campaign

MetLife donated $250,000 to Habitat in August, 2014

500 AmeriCorps members just joined the Habitat for Humanity

workforce

Nissan just donated $1 million, plus workers in various cities

Unicoi County Affiliates/Acquisitions

Kiwanis International is a supportive partner

Health Department, Department of Human Services, Head Start,

Elementary/Middle Schools, Churches, Ministerial Associations
are all supporters

Unicoi County

Once house is built, families become financially stable through

educational programs and learning

The business opportunities for companies as investors, donators,

volunteers, etc. are an amazing tax write-off since HH is non-profit

Tithe of 10% per house built goes to Habitat for Humanity

International to help fund house building in Haiti

Habitat has licensing rights to use The Wizard of Oz for any

advertising

Threats

The market crash of 2008 left many homes to foreclosure in the following
years, leaving the need for Habitat very area specific depending on the
poverty levels. Banks owning and selling houses for cheap negates the cause
of Habitat

The lack of current information online can create uncertainty as to the

strength and reliability of the organization

Standards to become chosen by Habitat keep a lot of people at bay, especially

if they are not into putting forth the work that comes with the house

Appalachia culture is working against Habitat when it comes to setting aside

their pride, letting strangers know they need help, letting people into their
lives to create a trusting atmosphere

The massive amount of negative information and opinion of working with

Habitat for Humanity worldwide creates obstacles for changing the public
face of the organization

Competition organizations (listed under Competitors), are pulling from the

same audience and market Habitat is currently targeting

The town of Erwin itself is not a giant breeding ground for the type of
families Habitat caters to overall, this lack of Habitat being seen a needed
resource to the community is probably one of the biggest obstacles