Recruiting 60 New Mentors
Big Brothers Big Sisters matches adults with children to form supportive friendships.
Big Brothers Big Sisters had a long list of children waiting for mentors and needed a creative new way to reach potential mentors.
There was a missing segment in Big Brothers Big Sisters' recruitment strategy: Men and women age 50 and older. We decided that a time-bound, urgent recruiting campaign aimed at this population could help alleviate the mentor shortage. We conducted focus groups and spoke with many target audience members to determine words, phrases, and concepts that appeal to them. These emails were a part of the overall campaign.
The campaign was a huge success, recruiting more than the desired number of new mentors.