Fostering NSW Recruitment and Retention of Carers Program May 2013 - - PowerPoint PPT Presentation

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Fostering NSW Recruitment and Retention of Carers Program May 2013 - - PowerPoint PPT Presentation

Jul 02, 2023 383 likes •671 views

Fostering NSW Recruitment and Retention of Carers Program May 2013 June 2018 End of Program Review Association of Childrens Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT) Project Overview This project has

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Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

Fostering NSW

Recruitment and Retention of Carers Program

May 2013 – June 2018

End of Program Review

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2 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

Project Overview

This project has comprised three components:

  • 1. State-wide foster care information & enquiry service
  • 2. Fostering NSW public awareness campaign
  • 3. Sector development (until June 2016)
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3 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

Project Overview

  • Providing a one-stop-shop for people to find out about fostering,

have their questions answered and seek assistance to find the right agency for them;

  • Pioneering the use of social media, particularly Facebook, to

share great stories and content, build community and replicate the ‘word of mouth’ effect to attract new carers;

  • Running a ‘steady press office’ for the pitching of positive media

stories, particularly around key events such as Foster Care Week, Families Week, Youth Week, NAIDOC Week, Mardi Gras;

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4 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

Project Overview

  • Using contemporary marketing research to inform the

design of an integrated multi-platform marketing campaign with engaging, tailored and culturally appropriate creative and messaging;

  • Collecting and analysing enquiry data to improve

campaign targeting;

  • Supporting NGO recruitment efforts with resources,

collaborative work, training and advice.

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5 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

There were challenges………

  • Loss of key staff (May 2014, July 2015)
  • Push to change our branding to better

reflect ‘Safe Home For Life’ (Aug – Nov 2015)

  • Minister’s Office Daily Telegraph deal

(Nov 2016)

  • New program tender and resulting

uncertainty and short funding extensions (from July 2017 until May 2018!)

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6 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

…… and many rewards!

  • Launch at Parliament House (May

2013)

  • Sydney Mardi Gras (March 2016)
  • The Importance of Belonging – Why

Cultural Care Matters (Video) (May 2016)

  • Media Partnership – Mamamia (Aug-

Oct 2016)

  • Safe – On Country and In Culture (June

2017)

  • Agency relationships (ongoing!)
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7 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

Website Enhancements:

  • Easier navigation
  • Randomisation of postcode

search results

  • Updated content to reflect

reforms

  • Information sessions page
  • Blog page
  • Self-Assessment Quiz
  • Goal setting

Enquiry and Referral Enhancements

  • Process automisation
  • Collection of more demographic

data

  • Streamlining of outcome options
  • Better agency matching
  • The ‘Nudge’

Website and Enquiry Line – Continuous Improvements

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8 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

DATA INSIGHTS: Website

May 2013 – May 2018

  • 549,784 visits to the website
  • averaging 9,163 visits per

month

  • 56% enquiries submitted via

website

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9 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

DATA INSIGHTS: Website

Trending – onwards and upwards

  • Note the movement from average of 5-6-7,000 to 7- 8- 9,000 per month.
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10 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

  • Visitor Channels

DATA INSIGHTS: Website

Channel % Visits Goal Conversion

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11 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

DATA INSIGHTS: Enquiry Line

May 2013 – May 2018

  • 11,030 enquiries
  • 4,980 referrals to agencies
  • Conversion rate undetermined

but could be as high as 13%

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12 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

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13 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

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14 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

  • Continued increase in enquiries across targeted groups
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15 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

DATA INSIGHTS: Enquiry Line

Who enquires?

  • 78% of enquirers are aged between 25 and 55
  • 59% of enquirers are in a couple (35.6% with children in

the home)

  • 69% of enquirers are working (30% full time, 39% part

time or flexible)

  • 45% of enquirers have worked in education, health,

childcare, OOHC, criminal justice, disability

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16 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

DATA INSIGHTS: Enquiry Line

What types of care are they interested in?

Enquirers are FLEXIBLE. They mainly just want to help…..

  • 50% of enquirers would foster to adopt
  • 57% of enquirers would consider emergency care
  • 55% of enquirers would consider restoration care
  • 48% of enquirers would consider sibling groups (but often

with the caveat that 2 might be enough….)

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17 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

  • 41,698 Facebook Followers – growing by 200 each month
  • Engaging content = great engagement = grow your audience
  • Social media was a key driver to our website and Facebook

was 2nd highest referral source.

INSIGHTS: Social Media

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18 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

  • Videos
  • Info-graphics
  • Blog posts
  • Shared Media stories
  • Curated Content
  • Promotions

INSIGHTS: Social Media

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19 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

SEPT 2014 – MAY 2016

  • 295 Media mentions
  • Audience / circulation of

4,439,071

  • Advertising space rate of

$906,833

  • Highest audience = PRESS

JULY 2016 – SEPT 2017

  • 875 Media mentions
  • Audience / circulation of

5,000,361

  • Advertising space rate of

$1,398,805

  • Highest audience = INTERNET

INSIGHTS: Media Exposure

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20 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

INSIGHTS: Media Exposure

  • Sept 2014 – May 2016
  • July 2016 – Sept 2017
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21 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

INSIGHTS: Enquirer Research

  • Survey sent out to all enquirers on database in early 2018
  • 239 respondents
  • 40% prompted to enquire because they heard there was a need or it was

the right time for their family

  • Between 53% and 68 % very satisfied with their experience of initial

contact with Fostering NSW*

  • Between 53% and 71% very satisfied with experience with their agency*
  • Satisfaction dropped to average of between 30% and 50% with training,

application and assessment process.

*Note: People whose initial contact was by phone had a better experience. People who had a good or bad experience with FNSW, tended to report a similar experience with the agency. Satisfaction was less across the board with people who began with online submission – more full time workers applied online initially – does this tell us something about the gap between expectation and reality?

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22 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

INSIGHTS: Enquirer Research

Enquirers who responded positively said they found services helpful, prompt, encouraging, empathetic and had all their questions answered. They said they found the process emotional, informative, enlightening and powerful.

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23 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

INSIGHTS: Enquirer Research

Enquirers who responded negatively said they found services slow to respond, or that they had no response at all, communication was lacking. They said they found the process

  • verwhelming, shocking and not what

they expected at all.

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24 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

Agency Collaboration – THANK YOU!

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25 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

Take away messages

  • Word of mouth is still the best recruitment tool!
  • Carers feel more vulnerable than ever at the moment – they

need to feel respected and valued.

  • Communication, communication, communication!
  • Key messages are getting through – recent focus groups used

much of our educative language in their discussions e.g. kids need a sense of belonging, carers are part of a team etc.

  • You are doing an amazing job - keep at it!
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Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

“I can't imagine how we could have achieved the things we have without the efforts and support of Fostering NSW.” “I felt supported, heard and acknowledged. You guys were an essential part in the development of [agency]’s successful foster carer recruitment in past four years.” “We have appreciated the additional community exposure and positive messages about fostering that have been provided through your work.” “We believe you had a great system and networks that were making a tangible difference in recruiting new carers.”

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27 Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)

My Forever Family NSW: What you need to know

  • Enquiries taken on the 1800 line or via website between Monday 18th

June and Monday 2nd July and any outstanding referrals will be dealt with and followed up by FaCS.

  • FNSW website will be switched off on Saturday 30th June and

searches will be re-directed to My Forever Family NSW website.

  • FNSW Facebook page will be handed over to Adopt Change and re-

branded to My Forever Family NSW

  • My Forever Family NSW will soon be contacting agencies regarding

new arrangements and processes for after the 1st July.

  • Key contact is Renee Carter of Adopt Change via

Renee.carter@adoptchange.org.au

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Association of Children’s Welfare Agencies (ACWA) / Centre for Community Welfare Training (CCWT)