Bringing Power and Clarity to Nonprofit Communications

Big Brothers Big Sisters Messaging

Big Brothers Big Sisters Messaging

Client: Big Brothers Big Sisters

Big Brothers Big Sisters wanted to improve its messaging to strengthen its overall brand. We hosted a series of focus groups with program participants, board and staff to build consensus and gather input into the messaging. After reviewing several options, BBBS selected “Be There. For Good.” This concept works on several levels. The "good" means for a long time, which is reflective of the long-term commitment they are looking for in their Bigs, and for the greater good of the community, which appealed to donors. We lengthened the concept by swapping out good for other typical Big-Little activities, "Be there, for walks. Be there, for ice cream."

This messaging is now being used in their lobby display, website, social media, radio ads and promotional materials.

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