Big Brothers Big Sisters Launches Nationwide Search And Reunite Campaign

Monday, January 7, 2013

Big Brothers Big Sisters marks National Mentoring Month with the launch of a nationwide campaign to locate and reunite with former Bigs, Littles, donors and staff, board and family members. 

The reunion effort is an extension of Start Something, a national initative Big Brothers Big Sisters unveiled two years ago in partnership with the Ad Council.  The effort invites all adults – not just volunteers -- to support quality mentoring to change the odds for children facing adversity. 

“Our nationwide search and reunite effort extends Start Something to hundreds of thousands of people who have an affinity with Big Brothers Big Sisters, but have not been asked to stay or become re-engaged with the organization,” said Big Brothers Big Sisters of America President and Chief Executive Officer Charles Pierson.  “Our hope is that by bringing our alumni together and showing them how much we appreciate them, we will open avenues for people who are already invested in our work to Start Something [Again] to help kids succeed in school and life.”

The alumni search and reunite campaign was developed by Brand Architecture, headed by Frederic Terral, a former Big Brother, himself, who often wondered why the organization never asked him to donate or re-enroll as a mentor.  The program includes creative elements, social media strategies, and “” guerilla marketing tactics.   In addition, Big Brothers Big Sisters of America will produce a series of public service announcements featuring notable former “Bigs” and “Littles” and celebrity supporters who will tell their stories and invite alumni to Start Something [Again].

Big Brothers Big Sisters carefully matches children of single, low-income or incarcerated parents or sons and daughters of military personnel in long-term, professionally supported one-to-one mentoring relationships. Independent studies find Littles are more likely than their peers to show improvement in school, their behavior and their self-esteem and aspirations.

People who register via to join the alumni network will have opportunities to be recognized in marketing efforts and special VIP events with celebrity supporters and ambassadors.  Throughout the year, Big Brothers Big Sisters will invite corporate partners to offer alumni special offers and discounts.   National alumni network members will also be able to reconnect personally with their former Bigs, Littles, staff or board members and friends, and enjoy membership in existing or soon-to-be formed local auxiliary or booster clubs to support recruitment and fundraising efforts.


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