Vermont Recruitment

Project FamilyRural Recruitment and Retention

Types of RecruitmentRetention Activities

Work with current foster parents to show appreciation.

Saturation

Placing marketing materials throughout the recruiter’s districts. This is done at least once a week in each district. Recruiters are

required to keep track of their material distribution. This method is used to distribute the materials and also make connections in

the community.

 

Open Forums

Open forums are used in public places such as libraries or hospitals and use the Tabletop displays created by Diane Dexter. This is

a way to reach out to the community. These events are advertised in the newspaper and newsletters. This is a way to reach the

general public.

 

Table Talks

A recruiter works with a foster/adoptive parent to invite friends or co workers into their home and the recruiter explains foster care

in an intimate setting. The recruiter brings information, food and door prizes. This can also be done at businesses, schools and/or

churches.

 

Types of RecruitmentEvents

The recruiters go to various events throughout their districts with materials, this is another

way to reach the general public.

 

Advertising

This is when the recruiters will organize a press release, send out radio or television PA’s,

write letters for newsletters, send out letters for Town Reports or various other ways

to get the message out in written or oral format.

 

Word of Mouth

The recruiters are out everyday talking about foster care and what this means and how

people can help. They will wear their buttons or vests if when they are not working.

Marketing OutcomesIn March 2004, Project Family (Rural Recruitment and Retention), commissioned Research Partners, a division of Marketing Partners, Inc., to develop a

formative research program for this grant. A qualitative and quantities research plan was designed to provide solid information for the most effective social

marketing and public recruitment strategies.

The average group of foster/adoptive parents:

• were between the ages of 35 and 54.

• Married couples made up almost three quarters of the foster/adoptive parents, twenty five percent of the families were in a civil union, partners and/or single.

• Education was not determining factor for foster/adoptive parents with a split from high school diploma to graduate level degrees.

• Household income was another factor which was not significant in determining becoming a foster/adoptive parent with a range of less then $25,000 to $80,000 or more.

There was a perceived lack of need for foster parents. This was the overall assumption for all non foster parents of the survey.

Recruitment Targets Leisure Activities:

camping/hikinggardeningcommunity/civic activitiesknitting/needleworkrecreational vehiclesboating/sailingsnow skiinghunting/shooting/fishing road or mountain biking reading

Media Preferences:

local newspapers cable TV channels: Discovery, CNN, Lifetime and TLCRadio channels were: Alternative Modern/Adult Contemporary and Vermont Public Radio

Saturation Places:

grocery stores

public places

churches

internet

Target AudiencesDown to Earth Families

These families are called “Down to Earth” because of their characteristic openness, tolerance, and willingness to take on an at-risk child. They many be well suited for short and longer term foster care, providing permanency if required, helping older teens in transition, and co-parenting a child with birth family members.

Demographics:Married, age 35-55One parent stays at home or has a flexible scheduleMost have children in the homeCommunity-orientatedMay be blended or “second” familiesParent may have been foster or adoptive parents

Psychographics: Altruistic-want to give back to the community Believe strongly in “family” Know other foster/adoptive families “Always have room for one more” “The Christian thing to do” Want to take on a challenge to bring meaning to their life

Target AudiencesGay and Lesbian Couples

They are in long term, stable relationships and have faced the kind of adversity that will allow them to relate to children with special needs. They may be well suited for adopting older children who are waiting for families, doing temporary foster care, and helping older teens in transition.

Demographics:Age 35+

Professional and college educated

Income 50+

May have children from earlier in their life

Psychographics:Aware of prejudice and bias in their face

Looking to complete a family and become more legitimate in community

Altruistic-feel they have something to offer

Influenced by friends and family with children or who want them to have children

Target AudienceOlder Couples/Empty NestersWhile our older couples share many of the same characteristics as our other “families”, most have already raised their own

children who are grown. They are older and have already been “broken-in” by their children, they are less likely to look to a child

to satisfy their personal needs and are better able to focus on the needs of the child.

They may be well suited to provide emergency homes, doing temporary foster care, helping older teens in transition, serving as

mentors, and co-parenting a child with birth family members

Demographics:Married, age 55-70

May be retired or semi-retired, volunteering

Most have older children who are grown

Tend to be community orientated, may be affiliated with a church group

Psychographics:Want to give back to community

Have successfully parented and are not ready to stop

Believe strongly in “family”

Target AudienceSingle Women and Single MenThis group as a whole tends to have higher levels of education and thus higher single incomes from professional jobs. They may

be gay or heterosexual. They may be well suited for doing temporary foster care, serving as mentors, and helping older youth in

transition.

Demographics:Age 25 to 55

Professional and college educated

Income of 35K+

May be divorced, may have grown children

Psychographics:Want a family to fill a void

Have a specific connection with a child/youth

Influenced by friends and family with children

Altruistic—feel they have something to offer

Want an older child so it doesn’t disrupt career as much

Target AudienceProfessional ParentsThis group tends to have high level of education and thus high incomes from professional jobs. Their education is primarily in the

“caring” fields. They would be well suited to providing assessment and emergency homes.

Demographics:Age 25 to 35

Professional Jobs

College Educated

Do not yet have children of their own

Psychographics:Idealists but pragmatic

Have a common sense approach

Can work as part of a team but still be independent

Are open to alternative thinking

Do not have a sense of entitlement

Want to give back to community—using their skills, knowledge and training

Making it Real!!

The community as a whole needs to understand there is a need

for foster/adoptive parents and respite providers.

They need to hear the stories.

They need to know they will make a difference.

ConclusionThere needs to be a team

They need to be on the same page

The team needs to consist of:

professionals, foster/adoptive parents and respite providers

Everyone needs to know :

It takes almost two years for someone to act on the recruitment they see!