Big Brothers Big Sisters unveils new brand positioning aimed at volunteer recruitment


DARKE COUNTY – Big Brothers Big Sisters of Shelby & Darke County, along with more than 270 Big Brothers Big Sisters affiliates across the country, on Monday unveiled a new, modern look and brand repositioning with a goal of recruiting more diverse volunteers.

“The need in Shelby and Darke County for young people to have a role model is more urgent than ever,” said Jennifer Bruns, executive director of Big Brothers Big Sisters of Shelby & Darke 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, 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 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 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 Shelby and Darke County by recruiting more volunteers,” Bruns said.

The brand repositioning and new look are just the beginning. In the coming year, Big Brothers Big Sisters of Shelby & Darke 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 for their Big Buddies, Lunch Buddies, Career Quest and community based programs.

Learn more about the new brand positioning, the logo or messaging or how to get involved at bbbs.org/bigpotential. Share the new look and follow updates on Facebook. Big Brothers Big Sisters is a non-profit United Way member agency. Anyone who would like to become an event sponsor, donor, volunteer or learn more about how to make a difference in a child’s life, contact the local agency at 937-492-7611, 937-547-9622 or go to www.bigbrobigsis-shelbydarke.org for more information.

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