A STRATEGY TO BETTER RECRUIT AND RETAIN FOSTER CARERS IN VICTORIA Sunitha Raman Director, Strategic...
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Transcript of A STRATEGY TO BETTER RECRUIT AND RETAIN FOSTER CARERS IN VICTORIA Sunitha Raman Director, Strategic...
A STRATEGY TO BETTER A STRATEGY TO BETTER RECRUIT AND RETAIN RECRUIT AND RETAIN FOSTER CARERS IN FOSTER CARERS IN
VICTORIAVICTORIA
Sunitha Raman Director, Strategic Projects
Centre for Excellence in Child and Family Welfare, Melbourne
presentation outlinepresentation outline• About the Centre and our foster care About the Centre and our foster care
connectionconnection
• Issues faced in recruitment and retentionIssues faced in recruitment and retention
• Outline of the FCCRS projectOutline of the FCCRS project
• What our research tells usWhat our research tells us
• What we have done so farWhat we have done so far
about the centreabout the centre
• Victoria-based peak body Victoria-based peak body • Mission: Leadership and excellence in Mission: Leadership and excellence in
child, youth and family services child, youth and family services • Incorporated in 1912 – we are 96!Incorporated in 1912 – we are 96!• 95 member organisations across 95 member organisations across
VictoriaVictoria• Advocacy; Policy and research; Advocacy; Policy and research;
Strategic Projects; Learning and Strategic Projects; Learning and Development; Membership ServicesDevelopment; Membership Services
the foster care the foster care connectionconnection
• State-wide foster carer recruitment State-wide foster carer recruitment programprogram
• Funded since 1991 by DHSFunded since 1991 by DHS• Focus on publicity and promotion of Focus on publicity and promotion of
foster care to the Victorian communityfoster care to the Victorian community• 1800 hotline offering information and 1800 hotline offering information and
referral servicereferral service• Average about 1,000 to 1,200 calls Average about 1,000 to 1,200 calls
from the public per yearfrom the public per year
problems encountered problems encountered • Decreasing interest/response from the public Decreasing interest/response from the public
• Less than 10% conversion rateLess than 10% conversion rate
• Increasing attrition of existing carersIncreasing attrition of existing carers
• Negative perception about children requiring Negative perception about children requiring foster carefoster care
• Increasingly complex children entering careIncreasingly complex children entering care
the fccrs projectthe fccrs project• Initiated in June 2006Initiated in June 2006
• One-off funding of $500K from the One-off funding of $500K from the GovernmentGovernment
• Aims:Aims:– Develop a 3 to 5 year strategy to improve the Develop a 3 to 5 year strategy to improve the
recruitment and retention of carers in the Staterecruitment and retention of carers in the State– Develop appropriate tools to assist in this Develop appropriate tools to assist in this
processprocess
Research
Database
Best Practice Projects
Market research
Foster Care Communicationand
Recruitment Strategy
product development
Ongoing campaign
research dataresearch data
• Number of foster carers is decliningNumber of foster carers is declining– Over 40% decline from 97/98 to 01/02.Over 40% decline from 97/98 to 01/02.
• Number of children in care is Number of children in care is increasingincreasing– 56% increase from 1996 to 200456% increase from 1996 to 2004
research data – research data – mainstream CSOsmainstream CSOs
• 32% of young people placed in care for the first 32% of young people placed in care for the first timetime
• Across the state, it was difficult to place a third Across the state, it was difficult to place a third of children referred to foster care initially.of children referred to foster care initially.
• Overwhelming reason is ‘not enough carers’Overwhelming reason is ‘not enough carers’• The hardest to place groups were males aged The hardest to place groups were males aged
6-13 years6-13 years• Sexualised behaviour and difficult behaviour - Sexualised behaviour and difficult behaviour -
most common reason influencing ability to most common reason influencing ability to place childrenplace children
research data – research data – mainstream CSOsmainstream CSOs
• 2/3 of organisations made placements 2/3 of organisations made placements under pressureunder pressure
• At least 1,000 more carers are required to At least 1,000 more carers are required to allow appropriate matching of children and allow appropriate matching of children and carerscarers
• High levels of dissatisfaction amongst High levels of dissatisfaction amongst carerscarers
• Changes in rules and functioning of the Changes in rules and functioning of the foster care system is needed to improve foster care system is needed to improve retention.retention.
research data – ACCOSresearch data – ACCOS
• High demand for carers across most High demand for carers across most categoriescategories
• Significant barriers to recruitment:Significant barriers to recruitment:– Insufficient reimbursementInsufficient reimbursement– Lack of access to cultural activitiesLack of access to cultural activities– Fear of negative fall back from child’s Fear of negative fall back from child’s
familyfamily– Current payments not enough to meet Current payments not enough to meet
demands and needs of children demands and needs of children
research data – ACCOsresearch data – ACCOs
• ‘‘Word of mouth’ recruitment is the Word of mouth’ recruitment is the most successful approachmost successful approach
• Very high expectations on ACCOs to Very high expectations on ACCOs to deliver training without effective deliver training without effective supportsupport
• Retention is very closely linked to the Retention is very closely linked to the level of support provided to carerslevel of support provided to carers
Awareness levelsAwareness levels
Base: Total Sample (N = 2000)Q. Have you heard of Foster Care?
i
Nearly all Victorians say they are aware of Nearly all Victorians say they are aware of Foster CareFoster Care
i
Aware of Foster Care, 95%
NOT Aware of Foster Care, 5%
Base: Total Sample (N = 2000)Q. Where do you recall seeing or hearing something about Foster Care?
i
The key sources of awareness of Foster The key sources of awareness of Foster Care are advertising on TV and through Care are advertising on TV and through word of mouth from someone with word of mouth from someone with experience of Foster Careexperience of Foster Care
i
43%
33%
23%
2%
14%
18%
9%
7%
2%
21%
35%
Advertising on TV
Current Affairs or Program on TV
Program on TV
Advertising somewhere else
Advertising in the Newspaper
Article in the Newspaper
Brochures
Website
Online blogs or forums
Word of Mouth someone without experienceof Foster Care
Word of Mouth from someone WITHexperience of Foster Care
Base: Total Sample (N = 2000)Q. How likely would you be to consider becoming a Foster Carer at some point in the future?
i
Five percent indicated that they were very Five percent indicated that they were very likely to consider becoming a foster carer likely to consider becoming a foster carer in the future, with 1 in 5 likely to consider. in the future, with 1 in 5 likely to consider.
i
5%
16%
41%
20% 18%
Very likely toconsider
Fairly likely toconsider
Not sure Fairly unlikely toconsider
Very unlikely toconsider
i Those in the Gay and Lesbian community Those in the Gay and Lesbian community showed a slightly higher propensity to showed a slightly higher propensity to consider becoming a Foster Carer.consider becoming a Foster Carer.
i
5% 7% 11%6% 5%
29%24%
17% 15% 15%
34% 31% 28%21% 20%
Gay and LesbianCommunity
Migrant CommunityIndigenous Community
Other communityNot stated
Very Likely to Consider Fairly Likely to Consider Combined
i
Those with lower incomes were slightly Those with lower incomes were slightly more likely to consider Foster Care, with more likely to consider Foster Care, with around 1 in 10 of those earning under around 1 in 10 of those earning under $30,000 being very likely to consider.$30,000 being very likely to consider.
i
9%5% 5% 5% 4% 5%
15% 18% 15% 18% 18%13%
24% 23% 20% 23% 22%17%
< $30,000 $30,000 to$49,999
$50,000 to$74,999
$75,000 to$99,999
$100,000 to$149,999
>$150,000
Very Likely to Consider Fairly Likely to Consider Combined
Base: Foster Care Considerers (N = 415)Q. And what type of care specifically would you be likely to consider?
i
•When considering the types of Foster Care When considering the types of Foster Care around two thirds of those that would around two thirds of those that would consider becoming a foster carer said they consider becoming a foster carer said they were likely to consider Respite or Short were likely to consider Respite or Short Term care.Term care.
•Only a third considered undertaking Long Only a third considered undertaking Long Term Care.Term Care.
i
60%
67%
36%
8%
Respite Care
Short Term Care
Long Term Care
Don't Know
Base: Foster Care Considerers (N = 415)Q. And how would you prefer to receive information about Foster Care?
i
The preferred methods for receiving The preferred methods for receiving information were via a website, brochures information were via a website, brochures or an information session with an or an information session with an organisation that organises Foster Care.organisation that organises Foster Care.
i
43%
49%
58%
11%
25%
28%
2%
1%
4%
Information Session with an org thatorganises Foster Care
Brochures
Website
Online blogs or forums
Phone conversation with an org thatorganises Foster Care
A visit from someone with experiencein Foster Care
Other
Prefer not to receive information
Don’t Know
Base: Total Sample (N = 2000)Q. How would you describe your household type or structure…
i
Foster Care considerers were slightly more Foster Care considerers were slightly more likely to be those with children. likely to be those with children.
i
51%
8%
16% 16%
3%
47%
11%
19%16%
5% 3%6%
Family withchildren
Single withchildren
Couple, nochildren
Single, nochildren
Couple,children no longer
at home
Single, Childrenno longer
at home
Total Foster Care Considerers
i
There was a slightly higher proportion of There was a slightly higher proportion of Foster Care considers in in the Gay and Foster Care considers in in the Gay and Lesbian community and Migrant Lesbian community and Migrant community.community.
i
3%7%
1% 3%5%11%
1% 3%
80%86%
Gay and Lesbian Migrant Indigenous Other Not stated
Total Foster Care Considerers
Base: Total Sample (N = 2000)Q. Which of these newspapers have you read in the last week?
i
Foster Care considerers were more likely to Foster Care considerers were more likely to have read the Herald Sun or Local have read the Herald Sun or Local Newspaper than other papers.Newspaper than other papers.
i
58%
37%
34%
32%
15%
15%
6%
4%
3%
15%
63%
44%
35%
31%
15%
13%
6%
6%
4%
11%
Herald Sun
Local newspaper
The Sunday Herald Sun
The Age
The Sunday Age
mX
The Australian
The Australian Financial Review
The Weekend Australian
None of these
Total Foster Care Considerers
Associations with care
Troubled children
Children with a disability
Disadvantage and desperation
High level Knowledge
Good Understanding
Understand what foster care is about
Information base
Connect to the Issue
Fact Finders (15%)
Not connected to care
Informed Considerers (5%)
Connected to care
Associations with care
From a disadvantaged/broken family
Children who need stability
Safety and growth
Connect to the Solution
Low level knowledge
Basic Understanding
Unsure what foster care is
Information base
News
Current Affair shows
Advertisements
Where knowledge comes from
Friends/family
Own occupation
self
Where knowledge comes from
Not qualified to care
Lack relevant info
May do more harm than good
Fears
Foster Care Considers - 20% of Victorian Population
Basic information tool kit
Building understanding & insight
Information needs
Desperate system
Not eligible to care
Lack of support
Lack of training
Being alone as carers
Fears
It takes all kinds to care
Fostering brighter futures
Communication Messages
Training
Support and counseling in the role
Learning how to detach
Information needs
Foster care – a partnership in caring
Fostering brighter futures
Communication Messages
Associations with care Troubled children Children with a disability Disadvantage and desperation
High level Knowledge Good Understanding Understand what foster
care is
Information base
Connect to the Issue
Fact Finders (15%)Not connected to care
Informed Considerers (5%)Connected to care
Associations with care From a disadvantaged/broken family Children who need stability Safety and growth
Connect to the Solution
Low level knowledge Basic Understanding Unsure re: foster care
Information base
News Current Affair shows Advertisements
knowledge source Friends/family Own occupation
self
Knowledge source
Not qualified to care Lack relevant info May do more harm than good
Fears
Foster Care Considers - 20% of Victorian Population
Basic information tool kit Building understanding & insight
Information needs
Desperate system Not eligible to care
Lack of support Lack of training Being alone as carers
Fears
It takes all kinds to care
Fostering brighter futures
Communication Messages
Training Support and counselling in the role Learning how to detach
Information needs
Foster care – a partnership in caring
Fostering brighter futures
Communication Messages
communication prioritiescommunication priorities• Addressing the ‘fear’ about foster care.Addressing the ‘fear’ about foster care.
• Providing consistent information about Providing consistent information about foster care.foster care.
• Hitting target audiences more regularly.Hitting target audiences more regularly.
building in effective building in effective measuresmeasures
• Driving people into the recruitment Driving people into the recruitment process.process.
• Progressing people through the Progressing people through the recruitment process.recruitment process.
• Increasing retention rate.Increasing retention rate.
focus messages onfocus messages on• Making a difference to lives of children.Making a difference to lives of children.
• Emphasise rewards, upfront about the challenges.Emphasise rewards, upfront about the challenges.
• Be honest and realistic. Be honest and realistic.
• Manage expectations.Manage expectations.
• Be clear and concise.Be clear and concise.
• Address the key information needs of the audience.Address the key information needs of the audience.
• Be supported by case studiesBe supported by case studies
do not focus messages do not focus messages onon
• A negative premiseA negative premise
(i.e. desperate need for carers).(i.e. desperate need for carers).
• Reinforce negative perceptions about the Reinforce negative perceptions about the children in care.children in care.
• Paint an unrealistic picture of life as a Paint an unrealistic picture of life as a carer.carer.
core materialscore materials• WebsiteWebsite
DVDDVD
CSACSA
Brochure / Promotional Brochure / Promotional posterposter
Referrer kitReferrer kit