How to Recruit Fathers into Your Fatherhood Program

The saying “Build it, and they will come” doesn’t usually hold true for fatherhood programs. For many fathers, systemic barriers, past disappointments, and a lack of trust prevent them from engaging in programs designed to support them. If we’re serious about serving fathers, we must rethink our strategies and make intentional efforts to meet them where they are.

At the 2024 National Fatherhood Summit, NFI Partner Avis Files, Director of Family and Supportive Services with Pathway Inc. Brothers United, presented a workshop titled “Build it – They NOT Coming.”

During the workshop, Avis shared key strategies for building and sustaining fatherhood programs that resonate with young Black fathers. Below, we outline her first four suggestions and actionable tactics that, in our opinion, are great for reaching any father, including young Black fathers.

1. Build Trust with Fathers First

Fathers often approach programs with skepticism. Systemic failures in child support, social services, and other institutions leave many fathers feeling disrespected and unsupported. Programs must earn trust by showing up consistently and genuinely.

How to Build Trust

• Be Present: Trust starts with presence. Show up in spaces they frequent, whether barbershops, community events, or even unconventional places like alleyways. When her team learned that many fathers hung out in alleys at night, Avis Files didn’t hesitate to meet them there, demonstrating that she was serious about connecting with them on their terms.
• Consistency is Key: Follow through on promises. If you say you’ll call or provide resources, do it promptly. Slow responses erode trust and make fathers feel dismissed.
• Cultural Sensitivity: Acknowledge historical injustices that have led to a lack of trust and approach Black fathers with empathy and understanding.

2. Let Fathers Drive the Program

Programs succeed when they are tailored to the actual needs of fathers. Too often, organizations create programs without consulting the very people they aim to serve. Programs can ensure relevance and impact by asking fathers what they need and incorporating their feedback.

How to Let Fathers Lead

• Conduct Community Needs Assessments: Instead of assuming what fathers need, ask them directly. Use short surveys or informal conversations to gather insights on challenges like child support, co-parenting, employment, and housing.
• Start Small: Run pilot programs with manageable cohorts to test ideas before scaling up. This approach allows you to adjust based on feedback and ensures you meet fathers’ real needs.
• Reevaluate Regularly: Needs change over time. Schedule periodic check-ins with participants to ensure the program remains relevant.
• Example in Action: Avis Files and her team discovered through data that fathers wanted support for their co-parents. This insight led to creating a co-parenting program, Sisters United, which complemented their work with fathers.

3. Tailor Messaging and Marketing

Language and representation matter. Fathers need to see themselves reflected in your program’s messaging and feel that their experiences are understood and valued.

Effective Marketing Tips

• Use Culturally Relevant Imagery: In promotional materials, showcase fathers from the local community. Brothers United uses photos of participants on billboards and social media, allowing fathers to see themselves in the program.
• Avoid Harmful Labels: Replace terms like “absent fathers” with “fathers facing challenges.” This subtle shift acknowledges systemic barriers without placing blame on individuals.
• Leverage Multiple Channels: Utilize social media platforms like Facebook to reach younger fathers. Many will engage through direct messages even if they don’t post publicly. Radio ads can also be highly effective, especially when paired with music or themes that resonate culturally.
• Example in Action: Brothers United uses urban billboards with relatable messages like, “Got child support arrears? We got you.” This direct, solution-focused approach draws fathers in by addressing their immediate concerns.

4. Create Flexible and Accessible Programs

Many fathers juggle demanding work schedules, childcare responsibilities, and other commitments. Programs must adapt to these realities to encourage participation.

How to Be Flexible

• Offer Varied Scheduling: Evening or weekend sessions can accommodate fathers who work traditional hours. Virtual options can also be a game-changer for accessibility.
• Incentivize Participation: Provide stipends, gift cards, or other forms of compensation for participants’ time. Present these as recognition of their contributions to community improvement, not mere attendance rewards.
• Streamline Entry: Reduce barriers to joining, such as lengthy forms or rigid requirements. Fathers are more likely to participate when the process feels approachable.
• Example in Action: Brothers United shifted entirely to virtual programming during COVID-19. Despite initial concerns, their retention rates remained strong because the virtual format made it easier for fathers to engage.

The remainder of the presentation focuses on building strategic partnerships, being strategic and consistent, and recognizing and celebrating contributions. Be sure to watch the rest of the recording here to get the scoop on these valuable strategies!

Effective fatherhood programs don’t just change fathers' lives; they transform families and entire communities. By approaching young Black fathers with respect, empathy, and actionable solutions, your fatherhood program can help them overcome challenges and thrive as parents.