Big Brothers Big Sisters Unveils New Local Name, Brand Positioning 

Attendees at today's press conference watch a brief video. Photo by: Zach PoorAttendees at today's press conference watch a brief video. Photo by: Zach Poor

By: Sue Godfrey—

Muncie, IndianaThe Big Brothers Big Sisters agency in Delaware County, along with more than 270 Big Brothers Big Sisters affiliates across the country, today unveiled a new, modern look and brand repositioning with a goal of recruiting more diverse volunteers. The local agency also announced a new name to represent its larger scope of impact: Big Brothers Big Sisters of East Central Indiana.

“Our 2022 Strategic Plan includes exploring serving outside the Delaware County borders, and this name change poises us to expand our sphere of influence,” said Sue Godfrey, Executive Director of BBBS of East Central Indiana. “I am thrilled to be telling our story in new ways with new branding tools.”

On the national level, the organization is intentionally pivoting from messaging on the importance of mentoring to messaging on the urgent need for adults in the community to step up to defend the potential of every child. The mission will remain the same, but the organization will focus on a child’s potential and the role adults have in helping children achieve their best possible futures.

“Muncie’s need for young people to have a role model is more urgent than ever. This modernized brand will make an impact in the community that attracts more volunteers of all generations.”—Sue Godfrey

Since its founding in 1971, BBBS of East Central Indiana has empowered more than 4,300 children in the surrounding area. However, more than 30 Littles currently remain unmatched at BBBS of East Central Indiana due to a shortage in adult volunteers.

As Defenders of Potential, Bigs empower Littles to succeed, Godfrey said. In East Central Indiana, 94.5 percent of Littles have increased educational success after being matched with a Big, and 88.8 percent of Littles avoid risky behaviors.

“Children are the owners of their destiny, and our job is to go ahead of them, both paving the way and showing new paths,” Godfrey said. “The new brand enables us to engage all the people we serve in a way that clearly states our goals. I can’t wait to share it with our supporters.”

Follow Big Brothers Big Sisters of East Central Indiana on Facebook for updates and to learn more, or to get involved. The organization is always accepting applications to become a Big or Little.


About Big Brother Big Sisters of East Central Indiana

Big Brothers Big Sisters of East Central Indiana invests in meaningful relationships between children and mentors to empower children to realize and own their potential. Learn more at