Heartland Big Brothers Big Sisters, along with more than 270 Big Brothers Big Sisters affiliates across the country, unveiled a new, modern look and brand repositioning in October with a goal to recruit more diverse volunteers. The organization also implemented a name change to clarify the youth it serves.
“We look forward to continuing our great work as Big Brothers Big Sisters Lincoln,” said Kiersten Hill, executive director. “The need in Lincoln for young people to have a role model is more urgent than ever. To attract more volunteers of all generations, we needed a modernization of our brand to make an impact in the community and meet the need of the essential work of matching youth with mentors.”
Months of research, including focus groups with potential Bigs, as well as current Bigs, Littles, donors, staff and leadership, showed that the brand was not effectively connecting with younger, prospective mentors or conveying 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 adults in the community to step up to defend the potential of every child.
The mission will remain the same, as will the core model of building bridges in communities by connecting one adult with one child and supporting that match at every stage. The organization will focus on a child’s potential and the role of adults in helping children achieve their best possible futures.
“In our community, we know that youth are facing numerous challenges," Hill said. "Our organization’s new brand is designed to help us ensure we can serve more children in Lincoln by recruiting more volunteers. And, our new name very clearly describes the children we’re committed to helping.”
The brand repositioning and new look are just the beginning. In the coming year, Big Brothers Big Sisters Lincoln will transition to a new nationwide technology system, participate in new training and use the new positioning to refocus efforts on recruiting local volunteers.
To learn more about the new brand positioning, logo and messaging, or how to get involved, visit bbbs.org/bigpotential. Follow updates on Facebook using #BBBS and #BBBSLincoln.
Heartland Big Brothers Big Sisters is always looking for dedicated individuals or couples interested in becoming Big Brothers, Big Sisters or Big Couples. Currently over 100 youth are ready to be matched with a mentor. If you are interested in learning more about Big Brothers Big Sisters, call 402-464‐2227 or visit bbbslincoln.org.