HomeMy WebLinkAboutFair Housing Policies Affirmative Marketing Plan 2023
Cape Fear Habitat for Humanity
Affirmative Marketing Plan
I. HUD requirement
As required by HUD, Cape Fear Habitat for Humanity adopts the affirmative
marketing procedures and requirements for all Habitat homes.
II. Policy on Nondiscrimination and Accessibility
With respect to the treatment of applicants, the Affiliate shall not discriminate against
any individual or family because of race, color, national origin, religion, sex,
disability, familial status or presence of children in a household. Reasonable
accommodations shall be offered to all disabled persons who request
accommodations due to disability at any time during the application and homeowner
selection process.
III. Training
A. The Affiliate shall provide all affiliate staff with all relevant regulations and Fair
Housing provisions. All Homeowner Services staff and volunteers, Homeowner
Services Committee, and Board members shall be required to follow the
procedures and policies adopted by the Affiliate.
B. The Affiliate shall provide on-site training programs, including marketing,
outreach, data collection, reporting, and record keeping. All Homeowner Services
staff and volunteers, Homeowner Services Committee and Board members shall
annually receive training and updates regarding fair housing laws and the
Affiliate’s Affirmative Marketing Plan.
IV. Marketing and Outreach
A. All materials for public distribution (including but not limited to the
homeownership application packet, flyers, brochures and website) shall display
the Equal Housing Opportunity logo or the Equal Housing Opportunity Clause.
B. Consistent with the resident population of the Affiliate’s Geographical Service
Area, the marketing of all Habitat homes, shall ensure equal access to
homeownership opportunities for all persons in any category protected by
federal, state, and local laws governing discrimination.
C. Special marketing outreach consideration shall be given to the following
underserved populations:
o African-American
o Hispanic
o People with Disabilities
o Veteran
o We will make an effort to seek organizations with a connection to
American Indians and Asians/ Pacific Islanders
o Seniors
D. Marketing shall include the use of daily newspapers of general circulation in
Wilmington (and the Cape Fear region). The Homeowner Services staff, through
the Development staff of Cape Fear Habitat for Humanity, will send Public
Service Announcements to newspapers, television, radio, specialized
publications, and newsletters to reach potential homeowners. Applications,
notices, and all publications shall include the Equal Housing Opportunity Clause
or logo and the Accessibility Logo. Media advertisement of the projects will be
sent to the following local publications:
Newspapers
Star News
Pender-Topsail Post & Voice
Wilmington Journal
Greater Wilmington Business Journal
Lumina News
Duplin Times
Port City Daily
Magazines
Wrightsville Beach Magazine
Wilma Magazine
Social Media
Facebook
Instagram
LinkedIn
TV
WWAY ABC
WECT NBC
WSFX Fox
WILM CBS
Cape Fear Habitat for Humanity’s Website
E. The Homeowner Services staff, and other appropriate Affiliate staff identified by
the HOS Director, shall contact local civic and community organizations that are
representative of the ethnic and cultural diversity of the area in order to
disseminate information about homeownership opportunities provided by the
Affiliate. The Homeowner Services staff, and other appropriate Affiliate staff
identified by the HOS Director, shall also contact organizations representing
people with disabilities and the elderly. The Affiliate shall publish its marketing
materials in Spanish, as well as English, in order to better reach potential
applicants in the area who have language limitations.
.
Name of Organization Population Served
a. Disability Resource Center People with Disabilities
b. United Way Seniors
c. Cape Fear Latinos Latinx
d. New Hanover County Veterans’ Services Veterans
e. Pender County Veterans’ Services Veterans
f. NC National Guard Family Programs Veterans
g. New Hanover County Veterans Council Veterans
h. Disabled American Veterans Veterans, People with
Disabilities
i. AARP Seniors
j. City of Wilmington All
k. NHC Office of Diversity and Equity All
l. The Harrelson Center All
m. NHC Disaster Coalition All
n. Pender Long Term Recovery Group All
o. Duplin County Disaster Recovery Group All
F. The Homeowner Services staff, and other appropriate affiliate staff identified by
the HOS Director, shall contact other neighborhood-based, non-profit housing
organizations that maintain waiting lists or make referrals for below-market-rate
housing.
Agency Name Address Telephone #
a. Wilmington Housing Authority
1524 S, 16th Street
Wilmington, NC 28401
910-341-7700
b. WARM 5058 Wrightsville Ave.
Wilmington, NC 28401
910.399.7563
c. City of Wilmington 102 North Third Street
- Post Office Box 1810
Wilmington, North
Carolina 28402-1810
910.341.7800
d. New Hanover County
Community Development
230 Government
Center Suite 110
Wilmington, NC 28403
910- 798-7165
e. Pender Housing Authority 805 S. Walker St.
Burgaw, NC 28425
910-259-1208
V. Race and Ethnic Data Collection and Reporting
A. Anyone who requests it shall receive an Application Package containing the
following: Program Criteria, Instruction sheet; Application; (Homeowner
Applicant Voluntary Information form (Insert of HFHI application)
1. The Affiliate shall offer each requestor the opportunity to complete the
Application.
2. The Affiliate shall provide each applicant with assistance in completing the
application.
3. The Affiliate shall explain the following to each applicant:
o The laws prohibiting non-discrimination of applicants
o The rights provided by the law against discrimination of applicants
o That the Affiliate is required by federal law to collect homebuyer
applicants’ demographic data for record-keeping purposes
o That the applicant has the discretion of deciding whether to complete the
Homeowner Applicant Voluntary Information form (Insert of HFHI application)
o That no one involved with homeowner selection will have access to the
forms or other demographic data of any applicant
4. Once the Affiliate receives the completed application, the Homeowner Services
staff shall detach the Homeowner Applicant Voluntary Information form (Insert of
HFHI application) from the application form and place it in a file where no one
involved in the homeowner selection process has access.
5. On an annual basis, the Homeowner Services staff shall gather all the
Homeowner Applicant Voluntary Information forms (Insert of HFHI application)
and use them to compile the data for the HUD-27601 Race and Ethnic Data
Reporting Form for inclusion in the SHOP Monitoring Binder.
B. Amy Davis, Director of Homeowner Services, shall serve as Coordinator for the
CFHH Affirmative Marketing Plan.
VI. Compliance Assessment
A. The Affiliate shall review the Affirmative Marketing Plan every five years and
update it as needed to ensure compliance with the law. The Affiliate shall include
advertising sources in the review to determine if past sources should be changed
or expanded.
B. The Affiliate shall annually assess the success of affirmative marketing actions
for all HFH homes. If the demographic data of the applicants and homeowners
vary by 25% from Affiliate’s Geographical Service Area population data, the
Affiliate shall target advertising efforts and outreach to under-represented
populations in an attempt to balance the applicants and homeowners with the
demographics of the GSA.
VII. Record Keeping
A. The Homeowner Services staff shall establish and maintain an Affirmative
Marketing file to hold advertisements, flyers, and other public information
documents to demonstrate that the appropriate logo and language are used.
Additionally, the Homeowner Services Staff shall keep records of the Affiliate’s
activities in implementing the Affirmative Marketing Plan, including other
community outreach efforts and the affiliate’s annual analysis.
B. The Homeowner Services staff shall keep up-to-date records based on census
data, applications, and surveys about community residents, applicants,
homeowners and records about homeowner selection or rejection.
C. The Affiliate shall place a copy of the above files, records and related
documentation in the SHOP Monitoring Binder and maintain it until such time as
HFHI has notified the Affiliate in writing regarding the disposal date.
D. The Affiliate shall provide HUD, its Inspector General, HFHI and any duly
authorized representative with access to any and all pertinent books, documents,
papers or other records of the Affiliate’s SHOP- assisted properties, as
necessary, for determining compliance with civil rights and non-discrimination
requirements.