Rick Ohren News September 27, 2018


Big Brothers Big Sisters of the Bay Area Unveils New Brand Positioning Aimed at Volunteer Recruitment

Big Brothers Big Sisters of the Bay Area along with more than 270 Big Brother Big Sisters affiliates across the country, today unveil an updated look and brand re-positioning with a goal of recruiting more diverse volunteers. “The need in the Bay Area  for young people to have a consistent and empowering mentor who will help them reach their full potential is more urgent than ever,” said Dawn Kruger, CEO of Big Brothers Big Sisters of the Bay Area. “To attract qualified volunteers throughout our region, we need to modernize our brand in order to make an even deeper impact in the communities we serve and meet the need of matching youth with mentors.”

Months of research, including focus groups with potential Bigs, as well as current Bigs, Littles, donors, staff, and leadership demonstrated that the brand was not effectively connecting with younger, prospective mentors or conveying the urgent mission of Big Brothers Big Sisters. Therefore, we 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.

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. “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 the Bay Area by recruiting more of the qualified volunteers we need,” said Kruger. The brand re-positioning and new look are just the beginning. In the coming year, Big Brothers Big Sisters of the Bay Area will transition to a new, modern, nationwide technology system, participate in new training, and refocus efforts on recruiting local volunteers. 

Be a part of this exciting new era by sharing your stories through our social media channels (see links at the top and bottom of this page) and purchasing a new T-Shirt here.

You may view the full press release here.

Our kids are depending on you. Together, we are defenders of potential.


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