BIG BROTHERS BIS SISTERS
Do a Lot for a Little
Development a campaign to recruit 100 men in 100 days or less.
This project was developed during my tenure at idgroup.
Key Contributions:
- Account Service
- Brand Positioning Strategy
- Communication Strategy
- Research & Analysis
- Web & Digital Strategy
- Copywriting
- Concept Development
- Creative Direction
THE GIST
Only 1 in 3 volunteer inquiries are men, leaving many boys waiting months, sometimes a year or longer, to be matched with a Big Brothers. So when BBBS National put out a call to local chapters to develop campaigns to recruit more men—we took up the challenge.
The chapter wanted to explore utilizing existing campaigns used by larger chapters across the US—the "Man Up" campaign. While successful for its time, we challenged our client to consider less intimidating (and less condescending) messaging approaches.
PERCEPTION
We conducted interviews and focus groups with men from the community: those who currently volunteer, those who had in the past, and those who have thought about it, but didn't sign up. What we uncovered hit us like a bag of bricks: all these man suffered feelings of inadequacy and insecurity at connecting with a little boy. The pressure of being a positive role model for a little boy was more than daunting, it was frightening.
POSITION
We identified six specific areas where men felt inadequate and built a campaign focused on addressing the roadblocks preventing men from signing up, and that by doing the things they already love (sports, video games, movies), they could have a profound affect on a Little.
Our position was clear: Do a Lot for a Little, the double-meaning signifying that even just one hour a week was all that was needed to change a little boy's life.
EXCEED RECRUITMENT
FEMALE RECRUITMENT
ENGAGEMENT
CHAPER ADOPTION
OUTCOMES
The campaign was ridiculously successful. Not only did we surpass our recruitment goal of 100 men in 100 days, we exceed our goal by 20%. A byproduct of the campaign resulted in over 30 women enrolling as volunteers. As part of a broader PR strategy, we encouraged healthy competition between the city Police Department and Fire Departments on who could enroll more men. Our campaign saw a 200+ percent engagement rate across web, social, and video views.
The campaign launched in 2015, and was subsequently adopted by two other chapters in North Dakota and Minnesota. While I can't say with any certainty, I was tipped off that Big Brothers Big Sisters National launched their campaign, "It Takes Little to Be Big" in 2023 as a direct result (maybe inspiration) from our campaign.
LETS GET TO WORK
Rally the troops and raise the stakes; it's time to craft a story that positions you as the category standout.
I work with bold, entrepreneurial, and impact-driven organizations seeking change. If that sounds like you, then there's someone I want you to meet. (Hint: it's me).