Finding and retaining foster carers remains one of the biggest challenges for local authorities. But fostering is a complex behaviour that requires people to make significant emotional, practical and lifestyle commitments. The COM-B model is a valuable tool for understanding what’s stopping people and how communications and wider support can help enable the behaviour.
What is COM-B?
The COM-B framework maintains that a behaviour (B) only happens when people have:
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Capability – the right knowledge and personal skills
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Opportunity – the means and environment to act
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Motivation – the desire and belief that it’s the right thing to do
If any of these three are missing, the behaviour (in this case, applying to become a foster carer) is unlikely to occur.
Step 1. Define the Behaviour
Be clear about the behaviour you want to encourage:
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“People who are eligible register their interest in becoming a foster carer.”
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“Prospective carers complete and submit an application.”
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“Approved foster carers continue to offer placements.”
Step 2. Identify the Barriers Using COM-B
Put yourself in the shoes of your audience and ask: what might stop them from fostering?
Capability barriers
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Do people truly understand what fostering involves?
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Are they aware of the different types of fostering (short-term, long-term, respite)?
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Do they know they might still be eligible even if they’re single, renting, or don’t have previous experience?
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Do they feel confident they have the skills needed to look after a vulnerable child?
Opportunity barriers
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Do people have the physical space at home to foster?
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Are there flexible application processes and support mechanisms in place?
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Will their family or employer support the decision?
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Is there access to practical and emotional support once they start fostering?
Motivation barriers
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Do people believe fostering is something “people like me” do?
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Do they feel confident they can make a positive difference?
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Are they worried about the emotional impact or disruption to their lives?
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Do they think it will be too stressful, complicated or poorly paid?
Step 3. Use the Insights to Design Communications and Support
| Barrier | Potential Intervention |
|---|---|
| Low understanding of what fostering involves (Capability) | Clear, honest storytelling from current carers and myth-busting communications |
| Perceived ineligibility (Capability) | “You can foster if…” campaigns showcasing carers from diverse backgrounds |
| Lack of support or flexibility (Opportunity) | Highlight ongoing training, 24/7 support, and flexible pathways |
| Fear of emotional impact (Motivation) | Share authentic experiences highlighting the rewards as well as the challenges |
| Not feeling it’s “for people like me” (Motivation) | Use relatable role models and community ambassadors |
Step 4. Test and Learn
Monitor interest levels, application rates and drop-off points. Are certain messages resonating more strongly? Are particular myths still persisting? Use data and feedback to refine your approach and improve conversion over time.
In Summary
Using COM-B helps move fostering recruitment from generic awareness campaigns to targeted, barrier-busting interventions:
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Define the specific behaviour (e.g. enquire / apply / continue).
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Identify barriers using Capability, Opportunity and Motivation.
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Design targeted content and support offers.
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Test and learn, optimising as you go.
By tackling real-world barriers, we can move more people from “interested” to “fostering”.