Big Brothers Big Sisters Michigan Capital Region, along with more than 270 Big Brother Big Sisters affiliates across the country, unveiled a new, modern look and brand repositioning with a goal of recruiting more diverse volunteers.
“The number of young people in our five-county area who need help to reach their potential is greater than ever before,” said Rich Howard, executive director of Big Brother Big Sister Michigan Capital Region. “With more than 100 youths waiting to be matched, we need to attract more volunteer Bigs of all generations. This new look will help us continue to make an impact in the community and help more youth.”
Months of research, including focus groups with potential Bigs, current Bigs, Littles, donors, staff and leadership, showed the previous brand did not effectively connect with younger, prospective mentors or convey 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.