Growth Project: Phase II Building Something Great

Project Objective Voice of the Customer Methodology Key Learnings –The Habitat Experience The Process Homeowners Today Challenges: Current & Future –The Impact of Homeownership Health Community Involvement Education Strategic Recommendations Discussion Agenda

Project Objective Phase I: Review secondary market research to understand the impact of homeownership and stable housing, and identify key trends by looking at outcomes that specifically include finances, health, community involvement, and education. Phase II: Conduct primary research using “Day in the Life Interviews” with Habitat for Humanity homeowners regarding the impact of homeownership upon their lives.

Voice of the Customer Methodology Growth Project: Phase II

Who We Interviewed ★ ★ Cleveland (4) Akron (4) Delaware (2) Athens (2) Cincinnati (3) H ABITAT A FFILIATION

Who We Interviewed E DUCATIONAL A TTAINMENT

Who We Interviewed J OB S TATUS

Who We Interviewed Y EARS L IVED IN H ABITAT H OME

Who We Interviewed In my home, I live…Homeowners Alone3 With Children9 With Children + Family Member1 With Children + Significant Other2 C URRENT L IVING S ITUATION

Key Learnings: The Habitat Experience Growth Project: Phase II

Habitat Experience: Why Habitat? H OW D ID H OMEOWNER L EARN A BOUT H ABITAT ?

Financially Affordable –“Habitat was the only prayer I had … [the] one chance at having a home of my own.” Community of Support –“[Habitat] genuinely cared about us and was interested in our kids and how they were doing — like a family would.” Educational Workshops –“They [Habitat] give you everything you need to be a successful homeowner.” Habitat Experience: Why Habitat?

Habitat Experience: The Process Feedback on Process –Generally positive; no significant changes recommended Relationships are Essential! –The Habitat staff makes the process worthwhile “If I know I absolutely needed some help, Habitat would put me through to the right person.”

Homes are “free” or “given away” The process is difficult Habitat is only for “poor” people Habitat only provides disaster relief efforts Habitat Experience: The Process M ISCONCEPTIONS A BOUT H ABITAT FOR H UMANITY

Habitat Experience: Today “B EST P ART OF M Y H OME …” “I T ’ S MINE.” “ It’s Mine.”

Friendly neighbors Quiet neighborhoods Proximity to: work, downtown area & community events Habitat Experience: Today W HAT H OMEOWNERS L IKE A BOUT T HEIR C OMMUNITIES

Property Maintenance –Regular upkeep of home’s interior and exterior –Affording repair and replacement costs –Acquiring the knowledge and tools to maintain home Aging in the Home –Anticipated need to modify home to live safely and independently Habitat Experience: Challenges C HALLENGES : C URRENT & F UTURE

“ Do-It-Yourself” – with support from: –Friends and family –The Internet –Local home improvement stores (classes) Additional Resources –Building an emergency fund –Calling Habitat for help Habitat Experience: Challenges O VERCOMING C HALLENGES “Knowing the house is mine makes working for it much better and challenges not matter.”

The Impact of Homeownership Growth Project: Phase II

Health Benefits Community Involvement Educational Benefits The Impact of Homeownership

Health Benefits Growth Project: Phase II

Independence –“It is all about what we want to do with our house.” Confidence –“Habitat taught me, ‘Yes. I can do it!’” Pride –“I still smile today when I walk in.” –“I am proud to be a Habitat homeowner, and I wouldn’t have it any other way. This is where I come when all is wrong, to make it right.” Impact on Positive Mental Health

Spirituality –“I felt blessed to be able to obtain my own home and having that security made the world different for me and my kids.” Peace of Mind –“Now I can plan for the future.” Personal Growth and Responsibility –“My life is rapidly changing now. I’m growing as a person, spiritually, and becoming more mature. Homeownership has made me more responsible.” Impact on Positive Mental Health

Increased Sense of Security & Stability –Physical security: location of home; home security systems –Financial stability: equity and value of home Improved Living Conditions –Consistent heating systems –Caring for children with health issues Impact on Physical Safety

Community Involvement Growth Project: Phase II

Impact on Community Involvement 1.Volunteering with Habitat for Humanity 2.Hosting informal gatherings at home 3.Participating in social activities – homeowners and children 4.Building a support system within the community 5.Dedicating time to neighborhood improvement efforts

Educational Benefits Growth Project: Phase II

Impact On Education Stability for Parents and Children –Dedicated study areas within home –Consistent groups of friends –Access to improved school systems Personal Growth –Educational achievement –Financial responsibility –Modeling maturity and accountability Knowledge for Today – and the Future –"[Habitat classes] …gave a sense of self-awareness I didn't know before."

Is Habitat Making a Difference? “Habitat is a wonderful organization that cares about bettering the community and families’ lives.” “I love my home! I don’t know where I’d be without Habitat.” “My home feels like a home and I think the ‘helping part’ makes it special.” “ Having a Habitat home has been a huge blessing to me.” “It is more special to be a Habitat homeowner because you can pay it forward.” “It makes it [having a home] more special because someone gave me a chance.” “They [the Habitat staff] know about you —by name.”

Strategic Recommendations Growth Project: Phase II

Strategic Recommendations Continue… –Providing education on home maintenance and upkeep –Partnering with local retailers Provide More Education about: –Financial management – specific to Habitat mortgages –Lot selection –Aging in the home Rebuilding Together E DUCATE H OMEOWNERS

Strategic Recommendations To Connect with and Support Female Homeowners –Ohio Women Inc.Ohio Women Inc –Women’s Network of Northeast OhioWomen’s Network of Northeast Ohio –Parents Without PartnersParents Without Partners –Women's Business Programs in OhioWomen's Business Programs in Ohio D EVELOP N EW P ARTNERSHIPS

Strategic Recommendations Habitat Homeowners Want to Help! –Share personal stories … to support fundraising efforts and engage volunteers online and through social media channels to generate free press and strengthen media relations at educational programs and during the application process –Address misconceptions about Habitat – and use these to support marketing efforts And So Do We… –Next step… CIG will prepare a collection of stories and quotes from interviews S PREAD THE G OOD W ORD

Habitat: The Impact

Discussion Growth Project: Phase II

Building Something Great