Arizona Helping Hands, now The Foster Alliance (TFA), celebrated its 25th anniversary with a comprehensive rebrand on October 23rd, 2023. Commemorating a refined focus on supporting the foster community while maintaining the same unwavering mission, this new identity better represents the organization’s values and commitment.
The rebrand isn’t just a superficial makeover; it’s a storytelling asset reflecting the essence of The Foster Alliance. Through extensive research, the organization identified key pillars of its identity: compassion, humanity and innovation. The goal is clear — to provide compassionate services, create a safe and inclusive space, and continuously innovate to meet the evolving needs of the foster community.
Through the past 25 years of service to Arizona, TFA has learned that the trajectory of a foster child’s life is often bleak. The decision to adopt the name “The Foster Alliance” is rooted in the belief that collaboration is essential to help foster children “change their stars.” The term “Alliance” signifies the collective effort required from everyone involved — clients, supporters, volunteers and the community at large.
However, even the best decisions come with challenges. As the organization worked to communicate the rebrand, there were misconceptions among its stakeholders. Some believed Arizona Helping Hands had been acquired or merged with a larger entity named “The Foster Alliance.” Clear communication has become paramount to dispel these misunderstandings and reaffirm the continuity of the organization’s mission.
Moreover, the financial implications of a rebranding are noteworthy. The transition period an audience can need to adopt the new brand can impact donations up to 45% immediately. The organization’s ability to meet its ambitious goals of serving more than 14,000 children in state and tribal foster care systems across Arizona hinges on the continued support of its donors.
One week after launching the new brand, TFA kicked off The Holiday Joy Drive, a drive that brings in toys and gifts for thousands of foster children for the holidays and more than half of the funds needed to run its largest signature program, Essential Needs. Serving more than 700 foster children per month, this program supplies everything from underwear and socks to clothes and personal care to children when they need it most. During the 2023 holiday giving season, online donations decreased by 12% at TFA. These donations directly affect the number of children TFA can serve. With goals to reach each of the more than 14,000 children in state and tribal foster care systems across Arizona, the public’s help is required to make up that funding. Luckily, TFA remains a Qualified Foster Care Organization and can accept donations as a part of Arizona’s Tax Credit program.
Maureen Noe is CEO of The Foster Alliance.
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