The Holistic Hunt: An Analysis of Texas Habitat for Humanity Affiliate Websites
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The purpose of this applied research project is threefold. First, it explains and updates a non-profit website assessment framework developed by Kenix (2007). Second, it assesses all Texas Habitat for Humanity affiliate websites using the updated Kenix model. Third, it provides recommendations for improving the Habitat websites using the results of the study.
Kenix identified six categories that contributed to the development of the conceptual framework: deliberative public sphere, opportunity for activism, advertising and fundraising revenue, space for marginalized voices, interconnected, instantaneous information and accountability. The researcher used this framework to develop a coding protocol to conduct a content analysis of Texas Habitat for Humanity websites.
The evidence of website attributes that exemplified the updated Kenix model varied. Few affiliates prioritized disability access, with little attention toward those with hearing and sight limitations. Most affiliates used creativity with branding and supporting organization information, but effectiveness of a general phone number and email address proved problematic. The communication levels and social media activity often mirrored the area. Big cities had multiple platforms, e-newsletters and contact information for multiple staff members. Smaller county affiliates typically highlighted a P.O. Box and mailed donations.
Public administrators charged with designing and revising Habitat for Humanity websites should consider the website attributes created by Kenix and modified with this applied research project to ensure optimal engagement and efficiency.