This annual report for this renowned non- profit had to depart from the usual touchy-feely tone to impress corporate donors with its business acumen. But still tug at the hearts.

The word play sweat/equity expressed their unspoken anthem, and home/improvement, capital/gains and worthy/deeds told the rest of the story here and in other media.

Copy Excerpts:
Sweat.     Equity.
Home.     Improvement.
Capital.     Gains.
Worthy.     Deeds.

...Substandard homes breed substandard lives. And that, in turn, fosters a smaller work force, lower tax base, higher welfare rolls and worse. Atlanta Habitat is 16 years of proof that affordable homes can change families’ lives. Making another home happen could change yours.

...Atlanta Habitat’s growth and global acclaim have made it a business model for maximum output, sound management and visionary leadership. They consistently apply 91 cents of every dollar directly into future land and housing costs. Not bad for a non-profit.

...Atlanta Habitat might be breaking records in terms of the largest inventory of unpaid human capital—namely, the volunteer base for the popular Saturday builds. More than an estimated 250,000 Atlantans have praised the exhilarating, exhausting experience that unites grandmas with teenagers, café lattes with "meat-'n-threes" and others, in a shared accomplishment.

Habitat for Humanity in Atlanta, Inc.
500 houses and counting.
On you.