Big Brothers Big Sisters of Broward County unveils new brand positioning aimed at volunteer recruitment
By Cindy Schutt
Big Brothers Big Sisters of Broward County along with more than 270 Big Brother Big Sisters affiliates across the country, today unveiled a new, modern look and brand repositioning with a goal of recruiting more diverse volunteers.
“The need in Broward County for young people to have a role model is more urgent than ever,” said Ana M. Cedeño, President and CEO of Big Brothers Big Sisters of Broward County. “To attract more volunteers of all generations, we needed a modernization of our brand to make an impact in the community and meet the need of the essential work of matching youth with mentors.”
Months of research – focus groups with potential Bigs, with current Bigs, Littles, donors, staff, and leadership – showed that the brand was not effectively connecting with younger, prospective mentors or conveying the urgent mission of Big Brothers Big Sisters. The organization is intentionally pivoting from messages of the importance of mentoring, to messages of the urgent need for the adults in the community to step up to defend the potential of every child.
The mission will remain the same, as will the core model of building bridges in communities by connecting one adult with one child and supporting that match at every stage, but the organization will focus on a child’s potential, and our role as adults in helping children achieve their best possible futures.
“The youth in our community face numerous challenges. Our organization’s new brand is designed to help us ensure we can serve more children in Broward County by recruiting more volunteers, “added Cedeño. “In Broward, the need for mentors is great – we have 500 at-risk children on our waiting list, children who need adults to stand with them and defend their potential.”
The brand repositioning and new look are just the beginning. In the coming year, Big Brothers Big Sisters of Broward will transition to a new, modern, nationwide technology system, participate in new training, and use the new positioning to refocus efforts on recruiting local volunteers.