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Habitat for Humanity's brand increases in value
Following high-profile responses to 2005's devastating hurricanes, Habitat for Humanity's brand value rose to $3.1 billion in 2006, a 72 percent increase since 2001, according to a study by brand evaluation company Interbrand.
More than just a name or logo, a brand is a relationship in which value--revenue, loyalty, verbal support, etc.--is exchanged for tangible and intangible benefits, such as the satisfaction of helping a family build a decent house.
Currently, some of Habitat's strongest brand attributes include the mission to provide affordable housing, the tangible nature of Habitat's work and the potential for personal involvement. According to Interbrand, Habitat's brand impacts its house-building effectiveness in some important ways: It communicates key attributes of the organization and differentiates it from competitors; the brand attracts volunteers and reinforces the experience; and it increases marketing efficiency.
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 In December, Delta Air Lines announced a new partnership with Habitat for Humanity International, a philanthropic pledge that is part of the international carrier's campaign called "Delta's Force for Global Good."
The symbol of this commitment to Habitat is the plane pictured above, a Delta Boeing 767-300 with a wing span of 156 feet and seats for 350 that features the Habitat logo, coordinating paint and Delta's Force for Global Good detailing. In addition to this aircraft bearing the Habitat logo, Delta will play an in-flight public service announcement for Habitat.
The Delta's Force for Global Good campaign began with the airline's first Habitat build in Katlehong, South Africa, a township located east of Johannesburg where Delta and Habitat volunteers built homes in partnership with four families. The build was the first of several planned Habitat projects for the airline's employees and customers under the Delta's Force for Global Good umbrella.
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Partnership builds on successful first year
The first year of the alliance between Habitat for Humanity International and Thrivent Financial for Lutherans concluded in December with 297 houses on the "done" list for 2006.
In 2006, 70 percent of construction costs for the 297 homes was funded by Thrivent Financial. Thrivent Financial members and other Lutherans raised an additional 10 percent while affiliates picked up the remaining 20 percent of costs. The four-year, $105 million commitment makes Thrivent Financial Habitat's largest corporate ally.
For the 216 affiliates who built these homes in 43 states, the experience was one of building capacity as well as houses; each Thrivent Builds with Habitat home represented additional housing that the affiliate would not otherwise have been able to build. For each home built, a tithe was also contributed to Habitat's home-building efforts in other countries.
In 2006, Thrivent and Habitat built 313 houses. Another 355 are planned for 2007.
In addition to moving another family into decent housing, some affiliates also gained new relationships with Lutheran congregations and now have committed volunteer groups who look forward to working not only on Thrivent Builds Homes projects, but on other Habitat sites, as well.
"Our affiliate is convinced that we will continue to grow from the relationship," says Tammy Marine, executive director of Habitat for Humanity Inland Valley in Temecula, Calif. "It is amazing how the leadership and generosity of one organization can transcend in such a positive way to so many."
The Thrivent Builds with Habitat for Humanity alliance not only supported house construction in the United States, but also sent volunteer teams on 38 Thrivent Builds Worldwide trips to help build homes on the Gulf Coast, in Alaska, and in 14 other countries. More than $500,000 dollars was distributed through the program to support team members and host affiliates. Modeled after Habitat for Humanity's Global Village program, Thrivent Builds Worldwide attracted volunteers of all ages and from all walks of life.
Twenty-six-year-old Katie Miller, a Thrivent Builds Worldwide team member who spent two weeks building homes in Thailand, crossed the generation gap as well as oceans on her trip: "I was the youngest person on my trip. We had a gentleman who was 69 years old who has had five hip surgeries. We had a gal who was 72 years old, and they were fabulous contributors to our team. ... I can't imagine what it would have been like without them there."
The bar has been raised for Thrivent Builds Worldwide in 2007: Another 46 trips already have been scheduled and more are under consideration. In tandem with the trips, another 355 homes have been funded in 44 states through Thrivent Builds Homes. For more information about the Thrivent Builds with Habitat for Humanity alliance, visit www.thriventbuilds.com.
Cheryl Winget is a media relations specialist in the Alliance Strategy Office of Thrivent Builds with Habitat for Humanity.
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Grant for lumber purchases boosts Habitat house-building potential
A document signed by U.S. and Canadian trade representatives to resolve lumber import and export issues has resulted in a record-breaking windfall for Habitat for Humanity: $100 million for softwood lumber purchases to accelerate house-building with low-income families across the United States.
The Habitat award is provided through the U.S.-Canada Softwood Lumber Agreement. The agreement allowed for the distribution of $450 million to meritorious initiatives in the United States surrounding issues of assistance for timber-reliant communities, low-income housing and disaster relief, and the promotion of sustainable forest management practices.
The award--the largest lump-sum donation in Habitat's history--will be made to Habitat for Humanity International and allocated through local affiliates. The funds will cover the cost of lumber for the typical U.S. Habitat home. Lumber purchases account for about one-third of the cost of a Habitat house.
The funds are aimed at building the capacity of U.S. affiliates to significantly increase house construction. By leveraging the funds to raise additional money for non-lumber costs, Habitat could build 4,000-5,000 more houses over five years.
"These funds could cover the costs of all lumber needed in the house," explains Nevil Eastwood, Habitat's senior director of program, "from the floor systems up through the roof framing."
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Jon Bon Jovi named 'Founding Ambassador' of Habitat for Humanity program
It's a varied resume: rock music icon, philanthropist and Habitat volunteer. Yet, Jon Bon Jovi has drawn on all these talents as the First Founding Ambassador of the new Habitat for Humanity Ambassador Program.
The program is an advocacy initiative that is a joint effort between Habitat for Humanity International and the entertainment-industry-support organization, Hollywood for Habitat for Humanity. Its goal is to engage celebrities and entertainment industry leaders who can bring heightened awareness to the worldwide-housing crisis and to Habitat's effort in providing safe, decent and affordable shelter.
Bon Jovi has been raising awareness with Habitat for Humanity since 2005 when he provided the funds to build six homes in Philadelphia and built the homes alongside the homeowner families, as well as with members of his Philadelphia Soul Arena Football Team. The construction site also served as the video shoot location for his band's chart-topping single, "Who Says You Can't Go Home."
In 2006, Bon Jovi made a $1 million donation to build 28 Habitat homes in Louisiana in partnership with low-income families on the hurricane-stricken coast. Bon Jovi also has announced a project that will rehabilitate a block of 15 homes in north Philadelphia through a groundbreaking partnership that joins Habitat for Humanity, Project H.O.M.E., Saturn and The Philadelphia Soul Charitable Foundation.
"Habitat for Humanity is about more than building houses," says Bon Jovi. "It's about building opportunities. I've worked with Habitat and witnessed the homeowners' lives change as they see just how much they can accomplish. As a Habitat for Humanity Ambassador, I now have the opportunity to help this work continue."
Ambassadors are chosen to recognize the work that they are already doing on behalf of Habitat for Humanity and because of their active interest in poverty housing issues and their willingness to serve as influential advocates for affordable and decent housing. Ambassador work may include building with local Habitat affiliates in the United States or in one of the more than 90 countries where Habitat for Humanity builds worldwide. Duties also may include participating in targeted public service announcements and campaigns, using their high visibility and profile to raise funds and awareness for the organization, and mobilizing volunteers globally.
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Who We Are
Habitat for Humanity is a nonprofit Christian housing ministry that works both to eliminate poverty housing around the world and to make adequate housing a matter of conscience and action. Habitat welcomes to the table partners from any faith--or from no faith--who are willing to pick up a hammer to help improve the lives of families needing decent shelter.
What We Do
Local Habitat for Humanity affiliates build and renovate houses in partnership with people in need, and then sell the houses to the homeowner partners. Homeowners are selected by local affiliates based on their need for housing, ability to repay a no-profit mortgage and willingness to partner with Habitat. Mortgage payments contribute to a Fund for Humanity, which in turn provides the money to build more houses. Because of Habitat's no-profit loans and because the houses are principally built with volunteer labor, mortgage payments are affordable for low-income partners.
Where We Work
The organization started in the United States in 1976, but today its work reaches around the world. Currently, more than 2,300 affiliates are at work in all 50 states of the United States, the District of Columbia, the Commonwealth of Puerto Rico, the Territory of Guam, and other countries around the globe including: Afghanistan | Angola | Argentina | Armenia | Australia | Bangladesh | Barbuda | Belize | Bermuda | Bolivia | Botswana | Brazil | Bulgaria | Burundi | Cambodia | Cameroon | Canada | Cayman Islands | Chile | China | Colombia | Costa Rica | Democratic Republic of Congo | Dominican Republic | East Timor | Ecuador | Egypt | El Salvador | Ethiopia | Fiji | Germany | Ghana | Great Britain | Guatemala | Guyana | Haiti | Honduras | Hungary | India | Indonesia | Ivory Coast | Japan | Jordan | Kenya | Kyrgyzstan | Laos | Lebanon | Lesotho | Macedonia |Madagascar | Malawi | Malaysia | Mexico | Micronesia | Mongolia | Mozambique | Myanmar | Nepal | Netherlands | New Zealand | Nicaragua | Nigeria | Northern Ireland | Pakistan | Panama | Papua New Guinea | Paraguay | Philippines | Poland | Portugal | Republic of Ireland | Republic of Korea | Romania | Russia | Rwanda | Samoa | Senegal | Sierra Leone | Singapore | Solomon Islands | South Africa | Sri Lanka | Suriname | Tajikistan | Tanzania | Thailand | Trinidad and Tobago | Turkey | Uganda | Vanuatu | Vietnam | Zambia
You Can Help
Volunteers fill key roles in Habitat for Humanity's work, both on the construction site and in other positions such as family selection and support, fund raising and advocacy. For more information about becoming involved with Habitat for Humanity, please contact us at 121 Habitat St., Americus, GA 31709.
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