COLLEGE

VOICES
UNDERSTANDING MENTORSHIP, PHILANTHROPY, & ‘IT
TAKES LITTLE TO BE BIG’: INSIGHTS FROM
TOMORROW'S LEADERS

20
REPORT BY:
CHANTE CRUSOE,
MARYKATE LEITCH,
HANNAH SORRELS,
ZOIE STACHURA
TABLE OF
CONTENTS
03. Situation Analysis

04. Purpose of Research and

Methodology
05. Key Insights & Strategic
Implications
06. How mentorship is perceived
among college students
07. Motivating factors for college
students
08. How BBBS is perceived
among college students
09. How college students resonate
with the “It takes little to be
big” campaign
10. References

Research for AD & PR - Group 1 02

 SITUATION
ANALYSIS
Big Brothers Big Sisters has recently launched the “It
takes little to be big” campaign to encourage
mentorship at a time when children need guidance
more than ever. After the campaign succeeded and
generated awareness for BBBS as an organization, it
shifted its target to college communities and
campuses. By December 2024, BBBS wants to
increase the number of college students who sign up
as mentors by 10% and inspire further participation in
mentorship beyond college to enhance their
professional careers. The key challenge for BBBS in
this campaign is shifting the perception around
mentorship in college students and cultivating
motivators for more people to get involved. BBBS has
a great brand image, however, the process of getting
involved hinders the number of people who cross the
finish line. This creates an incredible opportunity to
shift perceptions about BBBS and positively impact
diverse communities of children in need.

Research for AD & PR - Group 1 03

PURPOSE OF THE
RESEARCH AND
METHODOLOGY
Big Brothers Big Sisters (BBBS) aims to raise awareness about the significance
of mentorship and guidance for the younger generation in today's world,
emphasizing the fulfillment it brings to both mentors and mentees, particularly
among college students. The purpose of the study is to increase the number of
college students who sign up as mentors with BBBS by 10% by December 2024,
with the hope that these students will approach their lives post-grad in a way
that prioritizes leadership and mentorship within their careers and personal
lives. BBBS has interviewed approximately 100 students at Kansas State
University to hear their perspectives on mentorship and understand how the
purpose and mission of BBBS has landed among college students.

Mental health is a growing concern among children and teens. As highlighted

by a recent observation, "It is clear that more mental wellness support is
needed to help kids and teens and is an area that must be addressed by
connecting with both parents and children/teens alike (1).” In their formative
years, the guidance and support provided by insightful mentors play a crucial
role in addressing this need. They serve as positive role models who create a
nurturing environment where children can freely express their emotions,
confront challenges, and develop effective coping mechanisms. Through these
meaningful relationships, children acquire the skills to overcome challenges,
build confidence, and develop a positive self-perception, significantly
enhancing their mental well-being and overall growth during their formative
years.

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KEY INSIGHTS AND
STRATEGIC
IMPLICATIONS
01 — Versatility in mentorship.
When questioned about their views on mentorship, college students
unanimously highlighted the essential qualities and diverse skills that
mentors should possess. This supports mentorship programs such as BBBS in
selecting big brothers and sisters with versatile qualities to aid younger
generations in changing statistics and combating stereotypes. “It was
associated with a statistically significant reduction in initiating drug and
alcohol use and antisocial behavior among mentored youth, compared
with non-mentored youth (3).”

02 — College students desire to give back to

their community.
Positively impacting children’s lives is something college students find very
fulfilling. K-12 Gen Z students feel least positive about their school's
enthusiasm for learning, diverse learning approaches, career education,
and mental health support (4). Under the mentorship of a college student,
their eagerness to learn will increase, paving the way for their future
aspirations. College students often desire to give back by guiding younger
students toward academic success and personal growth.
03 — College students believe that diverse
perspectives are essential for younger generations.
Many college students believe that they can be positive role models for
younger generations through mentorship. They feel that it's important to
create a diverse community by using their unique perspectives and life
experiences to help connect children of different backgrounds. Since
children of various ages, ethnicities, and upbringings are involved in this
organization, college students think that youth can find a sense of belonging
while broadening their perspectives on life.

04 — College students lack brand awareness and clarity.

While some students resonated with the “It takes little to be big” campaign,
many students struggled to understand the mission and vision of Big Brothers
Big Sisters. To achieve the goal of increasing the number of college students
involved in mentorship with BBBS, Big Brothers Big Sisters must immerse
themselves on college campuses. Many students have never heard of BBBS or
their mission, so they are less likely to get involved without brand education
and steps to get involved. BBBS has an opportunity to increase awareness by
partnering with influencers and celebrities. Younger people are “four times as
likely” to learn about a cause this way (2).
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HOW IS MENTORSHIP
PERCEIVED AMONG
COLLEGE STUDENTS?
DEFINING A MENTOR
A significant number of participants shared their perspectives on the definition of
a mentor, and their responses consistently highlighted qualities such as
adaptability, patience, trustworthiness, and effective communication skills. This
alignment in their descriptions suggests a shared understanding of the key
qualities that define a mentor and underscores the universal importance of these
traits in effective mentorship relationships.

"A mentor is somebody who is there to help you succeed."

“To me, a mentor is someone who goes beyond academic advice

but also guides you through personal and life challenges.”

CHALLENGES AND VARIABILITY

IN MENTORSHIPS
When questioned about mentoring, several participants expressed the
sentiment that not everyone possesses the necessary traits to be an effective
mentor. A recurring theme in their responses revolved around terms such as
"role model," "guiding light," and "supportive." While some individuals may
excel as mentors, their lack of effective communication skills can hinder their
ability to convey messages while being supportive and understanding.

"I don't think everyone is suited to being a mentor.”

"My mentors in college have been hit or miss."

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WHAT FACTORS MOTIVATE
COLLEGE STUDENTS TO
SUPPORT THE YOUNGER
GENERATION AND/OR ENGAGE
IN PHILANTHROPIC ACTIVITY?
SENSE OF FULFILLMENT &
SATISFACTION
Many individuals express a deep sense of fulfillment, satisfaction, and honor
from being able to positively impact someone else’s life. They find joy in
making a difference, whether it’s through mentoring, volunteering, or
philanthropy. This sense of fulfillment often serves as a primary motivator for
their involvement.

“Just knowing that I am making an impact on someone's life and making an

impact on their life in some type of way feels like an honor.”

"After all the work we’ve done, it's fulfilling and inspiring to help someone
younger have an easier path."

DESIRE TO GIVE BACK & HELP

OTHERS
There is a prominent theme of wanting to give back to the community,
particularly to younger generations or those in need. Individuals feel a sense of
responsibility to use their knowledge, skills, and experiences to support and
mentor others. They recognize the importance of supporting the next
generation and see it as a way to contribute to a better future.
"Being a mentor to someone can help the college student also get the
chance of growing and learning from being a mentor."

“I think a lot of the motivation is the idea of finding ways to support the
younger generation by relating and forming a connection over, a shared
interest.”

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HOW IS BBBS PERCEIVED
AMONG COLLEGE STUDENTS?
MENTORSHIP HAS AN INFLUENCE ON YOUNGER GENERATIONS
Many college students believe that mentorship is a significant aspect of BBBS. They feel that
it is the factor that connects them to younger generations. Students have expressed interest in
mentoring youth as they think their life experiences and perspectives could help provide
guidance for children. They believe that through their views on mentorship and how it can
relate to the organization, their involvement can have a substantial impact on the success of
the next generation of youth.

“BBBS aligns well with the values of college students because it emphasizes the
importance of mentorship and positive connections. College is a time of growth and
learning, and Big Brothers Big Sisters can resonate with that same idea of supporting one
another through life experiences.”

“It gives perspective on the big side and even on the little side because the bigs have
lived more life so maybe some of the stuff the littles are stressed or confused about the
big can diffuse the worries and help the littles realize the worries are inconsequential. It
will ties the big to the community they live in.”

PROVIDES A DIVERSE SENSE OF COMMUNITY

College students also revealed that the idea of community is very important to them. They
believe that BBBS provides a community atmosphere that welcomes people of all ages and
backgrounds. The organization not only connects adult mentors with young people but also
connects young people with one another. Many college students expressed their desire to be
more involved in their community, and they believe that BBBS is a great way to achieve this
goal. They mentioned that this organization emphasizes diverse perspectives and outlooks,
and it provides a safe space where underprivileged youth can find a sense of belonging and
feel at "home.” BBBS strives to create this safe space by fostering a community that is
inclusive and welcoming to everyone.

“Big Brothers Big Sisters provides "a safe place and sense of community to kids of all
backgrounds."
“I feel like it’s honestly a game-changer, especially for kids who don’t have the greatest
homes. Having a person there to believe in you makes a difference”.

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HOW DO COLLEGE STUDENTS
RESONATE WITH THE “IT TAKES
LITTLE TO BE BIG” CAMPAIGN?
STUDENTS NEED MORE CLARITY
A common theme in the research was a lack of clarity and purpose in the name of the
campaign. Many students found the title to be self-explanatory, yet lacking initiative and
direction toward what the “It takes little to be big” campaign is seeking to accomplish.
Several students commented on the lack of differentiation within the title; college
campuses are over-saturated with advertisements and posters that have similar messaging
so the purpose of Big Brothers Big Sisters is not received. To stand out among college
students, Big Brothers Big Sisters should consider a campaign with a specific, clear
message that urges students to seek more information about the initiative. While the
campaign has a positive, heartfelt message, it risks the possibility of being forgotten and
lacking direction.

“If I were to just hear ‘it takes little to be big’ with a Brothers Big Sisters logo next to it,
I wouldn’t really understand what it is.”
“I see a lot of poster and flyers and stuff that have phrases like that.”

GROUNDING AND EMPOWERING

While some found the campaign lacking clarity, a prominent theme in the research
implied the opposite: college students find this campaign empowering and relevant to
their lives. Many individuals found the concept that it takes little effort to make a big
impact relevant to their lifestyles as busy college students. Students are overwhelmed with
opportunities and resume-builders and often feel that they do not have the time or the
resources to make a difference. This campaign has a grounding effect on many of the
participants; reminding them that they do have time to be kind and make a difference,
regardless of if it’s with Big Brothers Big Sisters. The messaging implies that time is not an
issue with BBBS, and that college students can get involved without the stress and labor of
other organizations and activities. While time may prove to be an issue for some college
students, the overall messaging was well-received and empowered many students to get
involved.

“As a college student, that campaign is great. It does not take too much of someone
to impact another in a positive way. Just being there can make all the difference.”

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REFERENCES
1. Kids’ Impact on Household Decisions (2022). https://reports-mintel-
com.er.lib.k-state.edu/display/1140865/?
fromSearch=%3Ffilters.consumer-
segment%3D4%26freetext%3Dinfluence%26last_filter%3Dconsumer-
segment%26resultPosition%3D7
2. What Nonprofits Can Do To Win Over Gen Z (2023).
/philanthropynewsdigest.org/features/the-sustainable-
nonprofit/what-nonprofits-can-do-to-win-over-gen-z#:
3. Program Profile: Big Brothers Big Sisters (BBBS) Community-Based
Mentoring (CBM) Program (2011).
https://crimesolutions.ojp.gov/ratedprograms/112#9-0
4. K-12 Schools Struggle to Prepare, Excite Gen Z About Learning (2023).
https://news.gallup.com/opinion/gallup/507053/k12-schools-struggle-
prepare-excite-gen-learning.aspx)

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