Although it has a newly branded look and name, Big Brothers Big Sisters of Jefferson City remains committed to making positive differences in the lives of children through professionally supported one-on-one relationships.
Formerly known as Missouri Valley Big Brothers Big Sisters, the local affiliate changed its name as part of a campaign to re-brand the national organization with a goal of recruiting diverse new volunteers, according to Lee Knernschield, the local executive director.
Nationally - and in Cole County - young people need role models now more than ever, she said. BBBS has more than 270 affiliates that have adopted the changes in an effort to attract more volunteers of all generations. The organization hopes to attract more volunteers to act as mentors for young people.
Including Jefferson City in the local agency's name helps it better represent the geographic area it represents, she said.
"We are excited to unveil this new, modernized look," Knernschield said, "and brand re-positioning, which is aimed at volunteer recruitment and emphasizes the potential inherent in all children."
The re-branding includes a logo change from the adult swinging a small child to a "double-B" that uses black and green coloration to highlight a small "b" (symbolizing the "littles") within a capital "B."
Months of research showed the current brand was not connecting with "younger, prospective mentors," she told about 30 people during a news conference Thursday in the Lewis and Clark Middle School Library.
Affiliates across the country, stakeholders and "littles" provided input into the new branding for the nonprofit organization.
"Big Brothers Big Sisters has always seen incredible potential in every child," she said. "And this new brand positioning emphasizes how everyone in the community - from parents and guardians to prospective volunteers, to donors and supporters - can help defend the potential inherent in our youth and help them achieve their greatest possible futures."
In the coming year, the organization is expected to transition to a nationwide technology system, undertake new training, and refocus on recruiting local volunteers and more children who need mentors.
The organization tries to match one child or youth - known as a "little" - to one adult, or "big," Knernschield said.
"Right now, we have 45 kids on a waiting list. We have more than 150 matched," she said.
On top of that, three more children were referred to the organization Thursday.
The national organization is pivoting from messages concerning the importance of mentoring for children to a message about the urgent need for adults in communities to "step up and defend the potential of every child."
Several matched littles attended the news conference, including 12-year-old Anicia Marshall, who with her big, Stephanie Lehmen, participated in the event to help demonstrate what a match looks like.
"We look at this as a golden opportunity to identify what Big Brothers Big Sisters does here in Jefferson City," Lehmen said. "We hope it will allow us to recruit new mentors."
Lehmen has been Anicia's big since Anicia was in the second grade. She is now in fifth grade.
"We laugh, crack jokes and play games," Anicia said.
Lehmen, a school-based mentor, goes to the elementary school about once a week to spend time with Anicia. When she does, Lehmen oftentimes sneaks in treats for her - like the cookies that get crushed in her purse.
Anicia said she not only enjoys the snacks, but also likes when Lehmen brings crafts for the two to work on together.
"Usually we just pull up a chair and hang out and talk," Lehmen said.
Dan Turner is a community-based mentor - meaning he does things in the community with his little. His little is 12-year-old Aligah, who was away playing in a football game Thursday. Turner said he tries to go to as many of Aligah's games as he can. The two also enjoy going to movies together.
"The kids are great," said Turner, who is matched with his fourth little. "They need attention and get perspective from a different adult."
Once a match is made, the pair stays together until the child graduates from high school or turns 17, Turner said. Two of his littles have moved away before they turned 17. The third grew out of the program.
"I'm glad I got (Aligah) at 12 because I'll have him for several years," Turner said.
Every time Turner has been matched with a child, he has felt like he made a new friend, he said.
"I tell bad 'dad' jokes," Turner said. "A lot of it is you bring your life experience into it. Everybody can be a Big Brother or Big Sister. Every kid is worth it."