Military Family Outreach Strategies
Military families lead extraordinary lives, often characterized by frequent relocations, deployments, and sacrifices. Navigating the lifestyle demands accompanying a loved one's military service can present numerous challenges. Government agencies and nonprofit organizations play a crucial role in supporting military families through programs and resources. A few examples of mission-driven organizations that provide military family-focused initiatives include National Military Spouse Network, Military Officers Association of America, Military Family Readiness Council (MFRC), InDependent, Joining Forces, and United Service Organizations. Organizations that support military families should implement a military-informed communications and outreach strategy to build lasting connections with this service-minded demographic.
Understanding the Military Lifestyle
Before drafting an outreach strategy, organizations should review the unique lifestyle demands that accompany military service and reflect on how these constraints may impact military families' concerns and needs. As a veteran-owned small business 100% powered by military-connected professionals, Becker Digital is acutely aware of the unique challenges and considerations that differentiate military life from civilian life. Military families play a critical role in mission readiness and support, as deployments, permanent change of station (PCS), service-connected injuries and illness, and military transitions often necessitate supportive involvement of the military family.
According to a study by Blue Star Families, military families move an average of 2.4 times more frequently than civilian families. This heightened relocation tempo can present numerous career, financial, logistical, and networking challenges to modern military families. Reported examples of impacts include increased housing costs, relocation expenses, and potential loss of income due to the disruption of employment that often accompany each move. Additionally, military spouses face considerable obstacles in maintaining and advancing their careers and encounter difficulties finding employment opportunities that align with their qualifications and skills. According to a survey conducted by the Department of Defense (DoD) in collaboration with the U.S. Chamber of Commerce Foundation, military spouse unemployment rates reached an alarming 24% in 2020, more than four times the national average. These high unemployment rates can be attributed to various factors, including frequent relocations, limited access to affordable childcare, and the challenges associated with obtaining professional licenses or certifications across different states.
Another example of military lifestyle-specific challenges that may impact military families includes the effects of service-connected injuries and illnesses on military children. In 2018, the RAND Corporation reported children of injured service members experienced increased emotional distress, academic difficulties, and disrupted family dynamics. The Elizabeth Dole Foundation's recently launched Hidden Helpers Program aims to support these children and their families by providing resources, raising awareness, and advocating for their needs. The program currently offers a range of services, such as caregiver support, mental health resources, and educational assistance, to address these challenges and ensure the well-being of military children as they navigate the complexities of living with service-connected injuries and illnesses.
Military Family Outreach Strategies
Government agencies and nonprofit organizations that want to connect with military families should consider the following when developing and implementing military-informed communication, marketing, and outreach strategy:
Outreach initiatives should reflect military culture, observances, and traditions.
Military culture is unique and should be represented in a respectful, dignified, and informed manner. This includes military-related holidays and observances. One example of failure to do this in an effective way is organizations that confuse Veterans Day with Memorial Day in terms of commemoration. Memorial Day is a day to recognize fallen service members, but Veterans Day is a day to recognize those that served in the military. Organizations that wish to forge meaningful connections with the military community should prioritize military-informed holiday recognition in their program outreach initiatives. Getting this wrong in terms of communications, can negatively impact trust-building and engagement with the military community, as failures on this front communicate the organization does not understand military life or doesn’t care about military families. For a complete listing of military holidays and observances, check out our online guide, Developing a Military-Friendly Communications Strategy.
The modern military community is not a monolith.
All military families are not the same. The U.S. military comprises a vibrant, diverse patriotic demographic that shares common values of service to our country. Therefore, effective military family outreach strategies will reflect the diversity present in the military community. This includes diversity across multiple demographics - age, education levels, ethnicity/race, gender identity, nation of origin, religion, sexual orientation, etc.
A few examples of the diversity that currently exists within the modern military community include the following:
In 2020, 43% of military service members were people of color.
Women make up 17% of active-duty service members.
Approximately 6% of military service members identify as members of the LGBTQIA+ community.
Rural residents are more likely to have served in the military than urban and suburban residents.
It is estimated that approximately 700,000 foreign-born veterans live in the U.S. today, and 45,000 immigrants are actively serving in the US military.
Prioritize social media in military family program outreach.
Social media plays a critical and evolving role in military life, and many military families turn to popular social networking platforms to stay connected to friends, family, and supportive organizations. According to a survey by the Military Family Advisory Network (MFAN), 94% of military spouses reported using social media, with Facebook being the most popular platform. Generation Z and Millennial military family members tend to prioritize other social media apps, such as Instagram, YouTube, and Pinterest. Strategic usage of social media to reach military families can be a great way to increase awareness about military family programs. For more information on social media trends impacting the modern military community, check out our online guide, Military Social Media Trends.
Strategic messaging customized to the unique needs of military families.
Program outreach campaigns across traditional and digital channels provide government agencies and nonprofit organizations with an opportunity to signal their understanding of the unique demands of military life. Showcasing programs and resources that address the specific needs military families encounter through strategic communications and marketing outreach can help build lasting connections. For example, Military Child Education Coalition (MCEC) provides resources and support for military-connected children's education, and their outreach reflects a deep understanding of the unique education-related challenges military families face. Tailoring marketing messages to address these specific needs can resonate more effectively with military families.
Next Steps - Military Family Outreach:
For organizations seeking assistance in effectively reaching and engaging military families, Becker Digital is available to provide consulting, marketing, and outreach support customized to the mission and needs of government and nonprofit organizations. As a veteran-owned consulting firm, our team understands the unique challenges and opportunities in military family outreach. Our demonstrated expertise in developing personalized marketing strategies, leveraging digital platforms, and fostering community engagement can position mission-driven organizations to maximize the impact of their outreach efforts and ensure meaningful connections with military families and the wider military community.
Contact us to schedule a consultation and learn more about how digital marketing can enhance your organization’s mission.
Becker Digital is proud to be a CVE-verified Service-Disabled Veteran-Owned Small Business (SDVOSB), SBA-certified HUBZone Business, and Virginia SWaM-certified (Micro, Small, and Service-Disabled Veteran-Owned) Business.