An Analysis of California's Habitat for Humanity Affiliate Websites
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There are four purposes to this applied research project: First, it presents the Kenix (2007) model to assess non-profit websites as modified by Eddie (2017). Second, it assesses California Habitat for Humanity (a non-profit organization) affiliate websites using the updated Kenix model. Third, it provides recommendations for improving the California Habitat websites using the results of the study. And fourth, the results will then be used to compare/contrast against the results of Eddie’s (2017) Texas Habitat website research. Eddie identified seven categories that contribute to the development of the conceptual framework: deliberative public sphere, citizen engagement, branding and fundraising revenue, space for marginalized voices, interconnected, instantaneous information, accountability, and connection to clients. Eddie also created a coding protocol that this researcher used to conduct a content analysis of California Habitat for Humanity websites. The evidence of website attributes that exemplified Eddie’s model varied. There were few affiliates that made accessibility a priority. Most affiliates used adequate and appropriate branding and posted their supporting organization’s information. The majority of California’s website showed an impressive use of social media activity. The bigger the area served, the more citizen engagement was allowed for. The ability to join monthly e-newsletters was also prevalent. Administrators responsible for designing and revising non-profit websites should consider the criteria put forth by Kenix (2007), modified by Eddie (2017), and used for this applied research project to support website user’s engagement and allow the non-profit maximum effectiveness.