Understanding the Antecedents to Recruiting Foster Care and Adoptive Parents: A Comparison of White and African-American Families

ABSTRACT

In response to the “chronic shortage” of caregiving families, social marketing campaigns recruiting parents for foster care and special needs adoption are becoming increasingly important for child welfare agencies. This study attempts to fill the void in the understanding of the antecedents that impact the decision to enroll in programs designed to help children in need. The findings from a large-scale study show that knowledge of the process and select motives positively impact involvement likelihood. In contrast, psychological barriers, concern about the enrolment process, negative perceptions of children in need, and fear are detriments to consideration likelihood. African-American families were found to be more receptive and had fewer psychological concerns surrounding the decision process.

KEYWORDS:

• Foster care
• relationship marketing
• special needs adoption
• disadvantaged segments
• social marketing