Campaign Strategy #1
Expand the responsibility of recruitment and cultivation beyond the resource coordinator, engaging other members tied to the foster care system and using data to drive decision making.
Casey Family Services, the Foundation's former direct services agency, wanted to expand their capacity to recruit and prepare foster and adoptive parents, with the ultimate goal of achieving timely permanence for all children and youth. The "Families Like Yours" Recruitment Initiative was an agency-wide effort to meet this challenge head-on through recruitment and cultivation practices that reduce barriers for potential foster parents. Crucial to launching this initiative was an integrated marketing and media campaign that focused on a strategic mix of general, targeted and child-specific recruitment activities. By identifying the challenge and goal, this document presents components of the overall plan to serve the permanency needs of children and youth referred to Casey.
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Campaign messages include new opportunities for people to parent children in foster care. Recruitment activities are based on data-driven solutions. The initiative relied on a broad-based media campaign, community partnerships, collaboration with foster and adoptive parents and youth, and internet-based technologies.