Start Something

Repositioning: From Soup to Nuts

Start SomethingBackground

Objectives

1. Redefine mentoring in a positive and empowering way that focuses on outcomes

2. Educate key constituencies that there are two primary ways to positively impact a child’s life through Big Brothers Big Sisters:• Donate

• Volunteer

Start Something

• Build strategic framework and creative platform that speaks to all audiences:

• Big Brothers Big Sisters Agencies and Staff

• Parents/Guardians

• Volunteers (Bigs)

• Littles

• Donors:

• Individuals

• Foundations

• Corporations

• Government

Repositioning Milestones at a Glance

Start SomethingRepositioning Milestones

Strategic DirectionQ42008

Creative Execution3Q2009

Soft Launch2Q-3Q2010

Network Rollout4Q2010

Public Launch1Q2011

Changing Perspectives, Changing Lives.

Example: You can help change perspectives and change lives of vulnerable children in your community.

Start Something.

Example: You can help a child reach their potential by donating or volunteering. Start something today.

The National Office and Pilots begin using Start Something. A new national website is launched.

The Repositioning is rolled out to all Big Brothers Big Sisters agencies in preparation of the public launch.

Big Brothers Big Sisters launches Start Something publically.

New materials are implemented, the internal culture shift continues, and the public begins to view us a donor and volunteer supported organization that creates positive outcomes for children and communities.

Phase 1: Research and Development Phase 2: Initial Implementation Phase 3: Public

Naked Communications2008

Start SomethingKey Research Findings:

• Big Brothers Big Sisters brand is:

• Well-known BUT not top-of-mind

• Not established as a place to donate

• Not well-known for positive impact on children and society

Start SomethingChanging Perspectives, Changing Lives.

1.Big Brothers Big Sisters is known, but needs to raise and deepen brand awareness

2.Big Brothers Big Sisters should redefine mentoring in a positive and empowering way

3.Big Brothers Big Sisters should employ a multi-pronged communications plan to communicate with various audiences

4.Big Brothers Big Sisters needs to explore ways to bring the donor experience closer to the match experience

5.Big Brothers Big Sisters needs to harness the power of the personal and engage individuals involved in the program to “make the ask”

Start SomethingBroad Focused Communications

Notice

Do

Two-Pronged Approach

Re-introduce Big Brothers Big Sisters as a donor and volunteer supported organization.

Encourage people to get involved by becoming donors as well as volunteers.

Publicis Modem2009 - 2010

Start SomethingCreative Concept:

Start Something• What if every child fulfills his or her potential?

• What if every child is set on the right path today?

• What if every child in America graduates high school and gives back to his or her community?

• What will that start?

• It will be the start of something big.

• Every time you donate money or time to Big Brothers Big Sisters, you help a child reach their potential. You start something.

Start Something

Above the fold Rotating

Images

Below the fold

Homepage

Start SomethingE-NewsletterExample

Design allows for one column or two, depending on the content of the of the communication.

NOTE: All copy is placeholder only. All content is flexible.

The template will expand vertically as needed to make room for additional content.

Start SomethingStanding Banners

Start SomethingNotecards

Start Something2011 Plan

Two Phases

1. January – National Mentoring Month

2. September – Back to School

Start Something2011 Plan continued

Elements

1. Radio

2. Public Relations

3. Social Media

4. Web Banners

5. Brand Essence Video

Start Something

• Donor call kit

• Stewardship stationary

• Bowl For Kids’ Sake

• Newsletter template-print

• Letterhead

• 2nd Sheet

• Letterhead Word Template

• Business cards (vertical)

• Business cards (horizontal)

• #10 mailing envelope

• Large Notecards (3 versions)

• Small Notecards with impact statistics (7 versions)

• Memo Paper

• 9 Standing banners

• Twitter Background Image

• Facebook Graphic

Materials Available to Agencies Oct. 2010

• Multiple PowerPoint Templates Folder

• Multiple Flyer Shells (created for Word)

• Multiple Flyer Shells (created in InDesign)

• Multiple templates for Quick Facts (created for Word)

• Multiple templates for Quick Facts (created in InDesign)

• Ways to Get Involved One Pager (Word)

Pending

• Volunteer recruitment materials

• Corporate partnership materials

• Event invitation

• Revised Style Guide

• General Brochure

Holding Ourselves Accountable: Benchmark Tracking Report

March 2010

Start SomethingObjectives

• This study aims to establish baseline measures among three key audiences:

1. Current Donors [Made a financial donation to Big Brothers Big Sisters in the past year] 2. Involved Non-Donors [Bigs, Former Bigs, Adult Littles, Parents of Littles, OR did at least

one of the following in the past year: donated to or bowled in Bowl For Kids’ Sake; attended an event; had another relationship with Big Brothers Big Sisters (employee, other), spoke to others about Big Brothers Big Sisters; and/or went to BBBS.org.]

3. Uninvolved Non-Donors [Did none of the above things; currently donate or plan to donate within the category of children’s or youth development charities]

• Key metrics include: 1. Awareness: Are they aware of the new campaign and specific elements of the

campaign? Are donor prospects aware of the organization? 2. Attitudes: What are their perceptions of Big Brothers Big Sisters? What do they see

as the value of donating? 3. Behavior: What is their current intention related to giving to Big Brothers Big Sisters?

What is their past giving behavior? What is their past involvement with the organization?

Start SomethingMethodologyWhat? Big Brothers Big Sisters Tracking Study

When? Benchmark: November, 2009

Who? Two Sample Sources: Big Brothers Big Sisters Database (n=472)

Former Bigs (n=126)Current Bigs (n=167)Adult former Littles (n=17)Current Donors (n=87)Parents/guardians of Littles (n=140)

Lightspeed General Market DatabaseCategory Donors: past or likely future donors to youth-development organizations or children’s charities (n=1,002)

50% in Comcast DMAs, 50% in non-Comcast DMAs

Respondents from both sample sources were put into the relevant group for analysis (Donor, Involved Non-Donor, Uninvolved Non-Donor) based on their survey responses

Where? National sample

How? Online MethodologyLightspeed Research surveyed all respondents online. Lightspeed panelists were invited to take the survey at the Lightspeed member homepage, and members of the Big Brothers Big Sisters Database were sent invitation emails describing the study and asking them to click a link to participate.

Start SomethingSummary Findings

• Awareness: About half (48%) of Involved Non-Donors said they had recently heard about donating to Big Brothers Big Sisters, and one third (33%) of Donors had heard something. Only 6% of Uninvolved Non-Donors were aware of messages about the organization’s need for contributions.

– On average, Ad Council campaign issues have approximately 40-45% awareness among their target audience.

• Current involvement:

–Among the Big Brothers Big Sisters database sample, 90% had taken some action to be involved with the organization in the past year. 69% of this group had spoken to others about the organization and 66% had been to BigBrothersBigSisters.org.

–25% of the Lightspeed sample had been involved in some way, most often by donating (13%) or speaking to others about the organization (11%).

• Perceptions related to Contributions: There is still a significant perception by one-third to one-half of Donors and Involved Non-Donors that the organization’s need for volunteers is greater than the need for donations and/or that it has an average need for financial support.

– Over a third of the Uninvolved group does not know enough to have an opinion.

• Charitable Contributions: 37% of Donors say they have been asked to make a financial contribution to Big Brothers Big Sisters in the past six months, along with 28% of Involved Non-Donors. 2% of the Uninvolved group say they had been asked.

Start SomethingRank With Competitive Set

• In terms of familiarity, favorability, and importance, Big Brothers Big Sisters performs very well among a competitive set (including Boy Scouts/Girl Scouts, YMCA/YWCA, Boys & Girls Clubs):–Familiarity (know “quite a bit” or “a great deal” about an organization) was highest for Girl Scouts/Boy Scouts (58%), followed by Big Brothers Big Sisters (50%).

•The Involved groups were much more likely to feel knowledgeable than the Uninvolved (81% Involved Non-Donors & 74% Donors vs. 22% Uninvolved).

–Favorability is highest for Big Brothers Big Sisters (80% feel extremely or very favorably about the organization)

•This is also driven by the Involved respondents (88% Involved Non-Donors & 95% Donors vs. 70% Uninvolved).

–Big Brothers Big Sisters also ranks highest for importance (89% say the work they do is extremely or very important).

•This was high for all groups (98%, 96%, and 82% respectively.)

Addendum

• Task Force• Pilot Agencies

Start SomethingTask Force Agencies (Research and Development Phase 08-09)

Big Brothers Big Sisters Agency CEO

Eastern Missouri Becky James-Hatter

Greater Miami Lydia Muniz

Massachusetts Bay Wendy Foster

Metro Atlanta Janice McKenzie-Crayton

North Texas Charles Pierson

Oklahoma Sharla Hall Owens

Twin Cities Gloria Lewis

Start SomethingPilot Agencies(Creative Execution Phase 09-10)

Big Brothers Big Sisters Agency CEO

Big Bend Louis Garcia

Broward County Ana Cedeno

Central New Mexico Angela Reed Padilla

Middle Tennessee Lowell Perry

Midlands Nancy Thompson

North Texas Charles Pierson

Northern Nevada Pat Fling

Oklahoma Sharla Hall Owens

Siouxland Jill Colling

Southeastern Pennsylvania Marlene Olshan

Triangle Kimberly Breeden