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In the US, foster care parents tend to be married couples who have at least a high school degree and are fully employed. The main marketing strategies leveraged by foster care and pregnancy counseling organizations include Google paid ads, partnerships with local organizations, and social media marketing.

TRANSITIONAL FOSTER CARE: MARKETING STRATEGIES

Upbring

  • Founded over ten decades ago, Upbring is a well-known non-profit organization with a main aim to empower children, families, and communities by offering revolutionary transformative programs, including adoption, transitional foster care, and children’s centers among others.
  • Upbring’s main marketing strategy involves partnerships with institutions like Austin Community College and organizations like YMCA Austin, Goodwill Central Texas, and Boys & Girls Clubs of the Austin Area.
  • The organization is active on social media platforms like Facebook, Instagram, and Twitter. Across these platforms, it posts videos and pictures of some of the children and families it has helped and encourages its followers to donate.
  • Upbring has released several video campaigns on YouTube. Its most recent YouTube ad is titled “PERSEVERANCE” and features children with mentally ill or abusive parents that it helped. Its messaging in this video is “children in abusive homes are forced to grow up too fast; together we can break the cycle of child abuse.”
  • On its website, its main messaging is “Faith in Every Future.” Others include “Be the hero in a child’s story” and “End child abuse.”

Youth For Tomorrow

  • Established in 1984, Youth for Tomorrow is a non-profit organization with a mission to help children who are victims of physical abuse, neglect, and bullying, as well as, pregnant teens and military veterans trying to return to a normal life.
  • The organization also offers transitional foster care for unaccompanied immigrant children, “some of whom are impoverished, fleeing gang violence in their home country, or may be at high risk of abuse and neglect as well as labor or sex trafficking.”
  • Its main marketing strategy is PPC (pay-per-click) ads, also known as Google paid ads. It uses these ads to buy visits to its website and to increase search engine visibility.
  • Although the organization is on Facebook and Twitter. It is only active on Facebook. Its main messaging is making a “difference in the quality of life in [local] communities.”
  • The organization also holds events, specifically an annual county fair with games for children under 17 and their families.

Lutheran Immigration & Refugee Service

  • Lutheran Immigration & Refugee Service was founded about 80 years ago. Since then, it has catered to more than 500,000 migrants and refugees worldwide.
  • The organization partners with the Office of Refugee Resettlement (ORR) to put “children under 12, at-risk youth, and pregnant teens who have crossed the border alone into transitional foster homes.”
  • In addition to having a blog which it uses for search engine optimization purposes, the organization leverages Google PPC (pay-per-click) marketing as well, which means it buys visits to its website.
  • Lutheran Immigration & Refugee Service also uses email marketing campaigns to broaden the awareness of its programs and to support its fundraising efforts.
  • The organization is active on Facebook, YouTube, Twitter, and Instagram. Across these platforms, it posts about its efforts and encourages its followers to support these efforts by donating. Some of its messages include “spreading hope between communities,” “Refugees welcome,” and “welcoming and supporting migrants and refugees.”
  • Lutheran Immigration & Refugee Service currently runs at least two active ads on Facebook. In an ad that started running on July 6, 2020, a seemingly happy family is featured with the message “We resettle refugees, reunite families and rekindle dreams. Follow to start helping those most in need of our compassion.”

FOSTER CARE ADOPTION: MARKETING & ADVERTISING

Nightlight

  • Nightlight is a well-known full service child placement agency offering foster care adoption services in the US, in addition to embryo, domestic, and international adoptions.
  • The organization has a blog where it publishes helpful information about adoption and foster care. According to several marketing experts, blogs help drive traffic to an organization’s website and “helps Google understand how to rank and categorize the organization, which allows potential supporters and donors find the organization’s website easily.”
  • Nightlight is active on Facebook, Twitter, Instagram, and YouTube. Its posts are mainly helpful tips about adoption. It has a “Feel Good Friday” series on social media, which it uses to highlight positive stories of families who have adopted from its organization.
  • The organization runs several ads on Facebook and Instagram, most of which have to do with embryo adoption. In a recent ad it started running on June 30, 2020, a baby is featured with the tagline “”Our little girl is an absolute miracle and we thank God for her daily.” Read one family’s true story of their embryo donation journey!”
  • Its main messaging is “healing homes.” Others include “finding forever families” and “open your heart and welcome a foster child in your community.”

Gladney Center for Adoption

  • Established for than 130 years ago, the Gladney Center for Adoption is a large domestic, international, and foster adoption agency with several locations across the US. The organization claims it has seen “hope lived out through more than 31,000 infants and children” from orphanages and foster care.
  • Its main messaging is “adoption is who we are.” Others include “creating bright futures through adoption,” “improving the lives of children and adoptive parents,” “building strong families and communities by empowering through education,” and “supporting families to parent children from hard places and thereby reducing the risk of adoption disruptions/disillusions.”
  • Gladney has partnerships with organizations like Children’s Home Society of America and National Council for Adoption.
  • Like several other foster care adoption agencies, Gladney is active on social media platforms like Facebook, Twitter, Instagram, YouTube, Pinterest, and LinkedIn. Its posts feature families who have adopted through the organization, as well as, their positive reviews.
  • The organization has several video ads on YouTube. Most of its ads are personal stories about children who have been adopted.

PREGNANCY COUNSELING: MARKETING & ADVERTISING

The Center for Youth & Family Solutions

  • The Center for Youth & Family Solutions offers confidential and supportive pregnancy counseling services to “assist expectant parents who are facing an unexpected pregnancy as they consider their options.”
  • The organization has a blog which it uses for search engine optimization purposes and to educate people on government legislation related to pregnancy and adoption, as well as, to offer other helpful tips in general.
  • The Center for Youth & Family Solutions is active on Facebook and Twitter. Across these platforms, it shares videos, pictures, and information on its adoption and pregnancy counseling services.
  • Its main messaging includes “we’re here to listen,” “we’re here to support you,” and treating “everyone with dignity, compassion, and respect.”

New Beginnings Adoptions

  • New Beginnings Adoptions offers specialized – as opposed to a one-size-fits-all- pregnancy counseling services, including adoption, abortion, and parenting.
  • Its messaging includes “our loving staff won’t pressure you to make a decision,” “learn the truth about today’s adoption,” “a new beginning is best for you,” “offering the highest quality medical care,” “24/7 pregnancy counseling,” and “completely confidential services.”
  • The organization has partnerships with institutions like America’s Christian Credit Union, IAAME, and National Council for Adoption.
  • New Beginnings Adoption is active on Instagram, Facebook, and Twitter, where it posts pictures of children who have been adopted through its agency and encourages pregnant women who are “feeling overwhelmed” to contact its counselors to discuss options.

DEMOGRAPHICS: TRANSITIONAL FOSTER CARE

  • Transitional foster care is mainly offered to unaccompanied immigrant children in the US, who are either waiting to reunite with their family or need to reunite with sponsors in the country. These individuals are typically placed with a parent for less than 95 days.
  • Most transitional foster care parents in the US are married. They also tend to have children of their own.
  • While recently, more immigrants or Americans brought up by immigrants are taking the role of a transitional foster care parent(s), the majority of transitional foster care parents are White. Of note, some transitional foster care organizations require parents to speak a different language fluently, such as Spanish.
  • These individuals have at least a high school degree and are employed. Some transitional foster care organizations only accept individuals who have at least a bachelor’s degree or experience as a foster parent.

DEMOGRAPHICS: FOSTER CARE ADOPTION

  • Over 60% of Americans who adopt from foster care are Non-Hispanic White. Only 27% of these individuals are Non-Hispanic Black, while 5% are Hispanic.
  • About 68% of Americans who adopt from foster care are married, while 25% are single women. Only 3% are unmarried couples, while 3% are single men.
  • The majority of Americans who adopt from foster care are women.
  • More than 65% of Americans who adopt from the foster care system are well-educated, as they have education beyond high school.
  • Although these individuals are not poor – as they are required to have a certain income level before adopting – they are not wealthy either. The average income of households which have adopted foster children is $56,364.

DEMOGRAPHICS: PREGNANCY COUNSELING SERVICES

  • While a few counseling services are targeted at men and fathers to be, people who use pregnancy counseling services in the US tend to be women.
  • According to the World Health Organization, young women – particularly Gen Z and millennial women – with unplanned pregnancies tend to seek out pregnancy counseling services the most.
  • Based on data provided by the CDC, unintended pregnancy rates in the US are highest among women aged 18 to 24 years.
  • Typically, these individuals do not have a high school diploma and tend to be non-Hispanic Black or African American.
  • Most women who seek counseling services have a low annual household income, below the federal poverty level.
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