Big Brothers Big Sisters of Dane County, along with more than 270 Big Brother Big Sisters affiliates across the country, has unveiled a new, modern look and brand repositioning with a goal of recruiting more diverse volunteers.
“The need in Dane County for young people to have a role model is more urgent than ever,” said Sandy Morales, CEO of Big Brothers Big Sisters of Dane County, in a statement. “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, including focus groups with potential Bigs, as well as 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 stated, and they are 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.
Big Brothers Big Sisters of Dane County’s mission is to provide children facing adversity with a strong and enduring, professionally supported one-to-one mentor relationship that change their lives for the better, forever. BBBS of Dane County serves more than 600 children in Dane County.
With the new brand repositioning, 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 the role as adults in helping children achieve their best possible futures.
“In our community, we know that youth are facing numerous challenges. Our organization’s new brand is designed to help us ensure we can serve more children in Dane County by recruiting more volunteers,” said Morales in a press release.
The brand repositioning and new look are just the beginning. In the coming year, Big Brothers Big Sisters of Dane County 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.