CASE: Big Brothers of Fairfax County

Big Brothers of America is a social-service program designed to meet the needs of boys ages six to eighteen from single-parent homes. Most of the boys served by the program live with their mothers and rarely see or hear from their fathers. The purpose of the program is to give these boys the chance to establish a friendship with an interested adult male. Big Brothersof Americawas founded on the belief that an association a responsible adult can help program participants become more responsible citizens and better adjusted young men.

The program was started in Cincinnati in 1903. Two years later, the organization was granted its first charter in New York State through the efforts of Mrs. Cornelius Vanderbilt. By the end of World War Il, there were 30 Big Brothers agencies. Today there are more than 300 agencies across the United States, and more than 120,000 boys are matched with Big Brothers.

The Fairfax County chapter of Big Brothers of America was founded in Fairfax in 1966. In 1971, United Way of Fairfax County accepted the program as part of its umbrella organization and now provides about 85 percent of its funding. The remaining 15 percent is raised by the local Big Brothers agency.

Information about the Big Brothers program in Fairfax County reaches the public primarily through newspapers (feature stories and classified advertisements) , radio, public service announcements, posters (on buses and in windows of local establishments), and word-of-mouth advertising. The need for volunteers is a key message emanating from these sources. The agency phone number is always included so thatpeople wanting to know more about the program can call for information. Those calling in are given basic information over the telephone and are invited to attend one of the monthly orientation sessions organized by the Big Brothers program staff. At these meetings, men get the chance to talk to other volunteers and to find out what will be expected of them should they decide to join the program. At the end of the session, prospective volunteers are asked to complete two forms. One is an application form and the other is a questionnaire in which the person is asked to describe the type of boy hewould prefer to be matched with, as well as his own interests.

The files on potential Little Brothers are then reviewed in an attempt to match boys with the volunteers. A match is made only if both partners agree. The agency stays in close contact with the pair and monitors its progress. The three counselors for the Big Brothers program serve as resources for the volunteer.

The majority of the inquiry calls received by the Fairfax County agency are from women who are interested in becoming Big Sisters or from people desiring information on the Couples Program. Both programs are similar to the Big Brothers program and are administered by it. In fact, of 55 calls concerning a recent orientation meeting, only 5 were from males. Only three of the five callers actually attended the meeting, a typical response.

Although the informational campaigns and personal appeals thus seemed to have some effect, the results were also generally disappointing and did little to alleviate the shortage of volunteer Big Brothers. There are currently 250 boys waiting to be matched with Big Brothers, and the shortage grows weekly.

Big Brothers of Fairfax County believed that a lack of awareness and accurate knowledge could be the cause of the shortage of volunteers. Are there men who would volunteer if only they were made aware of the program and its needs? Or is the difficulty a negative program image? Do people think of Little Brothers as problem children, boys who have been in trouble with the law or who have severebehavioralproblems? Or could there be a misconception of the type of man who would make a good Big Brother? Do people have stereotypes with respect to the volunteersfor example, that the typical volunteer is a young, single, professional male?

QUESTIONS

1.What is (are) the marketing research problem statement(s)? (problem or opportunity that management is facing that requires research to make a decision)

2. What is (are) the marketing research objectives)?(specifies what information is needed to solve problem/s)

3.How would you go about securing thisinformation? (suggest methods or ways to collect the information needed). Explain why a particular method or approach might be needed and evaluate its pros and cons over other methods.