Finding enough foster carers for children in Australia who are not safe with their birth parents
is a major challenge. Communicating more effectively with those who would consider
fostering is one practical way of trying to attract more carers. Based on an empirical study
with 499 Australians it can be concluded that people with the highest likelihood of making the
first step towards fostering in the next 12 months differ significantly in a number of sociodemographic
characteristics and demonstrate a preference for different media channels. These
findings will help foster care agencies target their communication messages more effectively,
thus getting more value for their (often very limited) marketing dollars.