CASE STUDY

Manifesto for Transformation: Marketing Playbook for Volunteer Recruitment

Drawing on Dirigo’s distinctive expertise as impact-driven marketing strategists, our team crafted a marketing playbook that aims to steer Big Brothers Big Sisters of Southern Maine’s volunteer recruitment strategy. Meticulously tailored through extensive market research, stakeholder interviews, and exhaustive marketing due diligence, this playbook is intricately designed to propel the organization towards its objectives, including expanding reach, engaging diverse communities, and fostering profound and lasting connections.

Big Brothers Big Sisters BBBSSM Case Study Cover

Background & Goals

Big Brothers Big Sisters of Southern Maine partnered with Campfire with a pivotal aim: creating an inclusive and expansive marketing strategy to connect with a broader and more diverse pool of potential “Bigs” or mentors. As their roster of Littles continues to expand, they recognize the imperative for a proportionate growth in Bigs, fostering a representation that mirrors diverse cultures, experiences, and identities. The Volunteer Recruitment Playbook was conceived to elevate the overall impact of Big Brothers Big Sisters of Southern Maine by enriching and broadening the volunteer base. Its central objective: to diversify and amplify the mentorship network, with a focused initiative on recruiting a larger cohort of male, BIPOC, and LGBTQ+ mentors.

Our Approach