Title

Using targeted marketing to increase foster carers: making smarter use of limited marketing dollars

Document Type

Conference Paper

Publication Details

Randle, M. J. & Dolnicar, S. (2010). Using targeted marketing to increase foster carers: making smarter use of limited marketing dollars. ANZMAC 2010: Doing More with Less (pp. 1-7). Christchurch, New Zealand: Department of Management, College of Business and Economics, University of Canterbury.

Abstract

Finding enough foster carers for children in Australia who are not safe with their birth parentsis a major challenge. Communicating more effectively with those who would considerfostering is one practical way of trying to attract more carers. Based on an empirical studywith 499 Australians it can be concluded that people with the highest likelihood of making thefirst step towards fostering in the next 12 months differ significantly in a number of sociodemographiccharacteristics and demonstrate a preference for different media channels. Thesefindings will help foster care agencies target their communication messages more effectively,thus getting more value for their (often very limited) marketing dollars.

Link to publisher version (URL)

ANZMAC

RIS ID

34742

Please refer to publisher version or contact your library.

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