May 25, 2019
Two Big Brothers Big Sisters Rebrand to Improve Recruitment

BBBSFC's new logo, top, replaces older logo
October 1, 2018 — Big Brothers Big Sisters of Franklin County in Greenfield and Big Brothers Big Sisters of Central Massachusetts in Worcester, nonprofit youth mentoring agencies, today announced they have overhauled their brand to support recruitment of more diverse volunteers, supported by a redesigned, more modern visual presentation.

“The need in Franklin County for young people to have a role model is more urgent than ever,” said Jennifer Webster, executive director of Big Brothers Big Sisters of Franklin County (BBBSFC). “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.”

Big Brothers Big Sisters of Central Massachusetts (BBBSCM) noted, "We are the new Big Brothers Big Sisters. We are here to defend every kid’s potential. We are ready to build the biggest possible future, together."

BBBSFC said the move followed months of research, including focus groups with potential mentors, and current mentors, mentees, donors, staff, and leadership, which "showed that the brand was not effectively connecting with younger, prospective mentors or conveying the urgent mission of Big Brothers Big Sisters."

The organization said it is 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 of BBBSFC will remain the same—to provide children facing adversity with strong and enduring, professionally supported 1-to-1 relationships that change their lives for the better—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 said it will focus on a child’s potential, and its 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 Franklin County by recruiting more volunteers,” said Webster. “The opioid crisis combined with serving the poorest county in Massachusetts has significantly increased the need for mentors.”

BBBSFC said the brand repositioning and new look are just the beginning of a number of changes. In the coming year, the organization 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.

BBBSCM said the redesigned logo features a "B" signifies the match between mentors and mentees, with the lower case component representing a mentee, called a Little, and the upper case component completing the relationship.

The organization's outcome evaluations of matched children have shown that parents and mentors report additional positive changes in mentees, including more positive peer relationships, a more positive attitude toward school. and a higher desire to excel in school and participate in extracurricular activities.

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