Why foster carers care: Understanding values and motivations
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- Amos Daniel
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1 Why foster carers care: Understanding values and motivations
2 Why foster carers care Introduce Values Modes Values Modes in action Round table activity Using Values Modes to improve foster carer recruitment
3 Why do we do what we do? Actions are driven by behaviour Behaviour can be influenced To influence behaviour we need to fully understand the motivations and needs behind it Values Modes is one tool that can help us identify motivations and needs to influence actions
4 What is Values Modes? Psychographic profiling tool based on Maslow s hierarchy of needs owned by Cultural Dynamics ( Cuts across all demographics multi-choice questions Categorise respondents into a spectrum of 12 categories under three headings Settler, Prospector and Pioneer
5 The Values Modes: Settlers Tradition and family structure are important Family and caring for them at the heart Wary of change Like routine Safety, security and belonging
6 The Values Modes: Prospectors Success oriented Want to be the best Take great pleasure in recognition and reward what s in it for me? Like new ideas and new ways Self esteem and the esteem of others
7 The Values Modes: Pioneers Concerned about the environment, society, world poverty and so on Strong sense of right and wrong Fairness, justice and equality See the big picture Self assured
8 Using Values Modes: paper recycling correlations 8
9 Why do you recycle? I recycle because my local council tell me to.
10 Why do you recycle? I recycle because I think it s good for the environment.
11 Using Values Modes in paper recycling correlation 11
12 Why do you recycle? I recycle to gain the recognition of others?
13 Activity: Values Modes Immersion Read out the relevant attributes 10 minutes Complete the task 20 minutes: - Kitchen product - Name - Strapline - Launch - Retail channels Present back 2 minutes per group
14 Work to date: Hertfordshire County Council Business analysis Looked at our processes, costs, activity and performance information Carer and staff insight Telephone interviews with 75 foster carers Web-based survey sent to all staff Use of Value Modes tool to understand motivations Carer engagement toolkit Using insight to build on existing recruitment activity Action Planning Workshops with staff and foster carers to generate and prioritise ideas Developed recommendations
15 Work to date: Hertfordshire County Council Primary objective Intermediate objectives Generate more of the right enquiries Increase number of foster carers Improve conversion rates Improve retention Measuring success Marketing + recruitment Carer insight + participation Foster carer Support Working as one team Enabling success Targeted marketing to potential carers. Application of Value Modes insight. Structured contact coaching for carers and staff involved in recruitment. Involve carers in the design and delivery of services. Continue to collect and use insight from carers in order to shape longer term provision. Improve emergency and ongoing support. Raise awareness and value perceptions. Improve inter-team communication, relationships and case ownership across Children s and Fostering Services. 15 Improved recognition and reward Enhanced information to support decision making. Build the profile of and confidence in performance information.
16 Work to date: Hertfordshire County Council Culture change Whole service engaged in the Values Modes theory Local issues seen as opportunities Net gain of 36 more foster carers in 12/13 On course for a net gain of 45 foster carers in 13/14 Using insight to build on existing recruitment activity Marion Ingram, Children s Services Operations Director at Hertfordshire County Council: I expected a redesign of the marketing materials but the project delivered so much more. We are a very large service operating across different areas and functions and this work pulled our staff together. It is enabling us to work as a single team and achieve consensus which had perhaps been difficult before. The insight was fascinating and we now all share a new and common view of our customers and a better understanding of one another
17 Findings from the national survey Most current foster carers share a common set of values. - 73% are Pioneers, compared to the national average of 42% - Principally motivated to do the right thing and to contribute to the betterment of society. This need doesn t start or end with placement. These motivations hold true across the demographic spectrum and for foster carers registered with different agencies. Powerful implications for fostering service s relationships and how the service supports its current foster carers Creatively develop and target the service offer to a range of prospective foster carers with different values.
18 Going forward Working with 14 local authorities for 2013/14 Developing values-based action plans to improve local recruitment Recruiting 11 more fostering services to receive support for 2014/15 - Expressions of interest invited in early 2014 Developing values-based campaign to recruit foster carers for children with disabilities, sibling groups and teenagers - Register your interest by ing james.foyle@fostering.net
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