Foster carer recruitment specialist
Years spent working directly on foster carer recruitment strategy with Local Authorities and Independent Fostering Agencies.
About FosterWave
FosterWave™ is a national campaign created to help find the next generation of foster carers in England. It brings individuals, community groups, businesses and fostering providers together behind one simple aim: more homes for children who need them.
Why FosterWave Was Created
There aren't enough foster carers, and conventional recruitment advertising has struggled to change that. Providers spend heavily on short-term campaigns that generate a burst of enquiries and then stop, leaving them to start again from nothing a few months later.
FosterWave was created to work differently. Instead of buying attention, it builds a community of people who are willing to speak up for fostering — and it starts from positive personal intent rather than a passive enquiry. Most people who become foster carers hear about it from someone they trust, not from an advert.
The campaign gives that trusted voice somewhere to go: a place to register support, share the message, and make sure anyone who is ready reaches the right fostering provider for their area.
Created by Rolfe Pearce
FosterWave was created by Rolfe Pearce, a foster carer recruitment specialist who has spent his career working alongside Local Authorities and Independent Fostering Agencies on the same challenge — finding enough foster carers for the children who need them.
FosterWave is the result of that experience: a campaign designed around how people actually decide to foster, and built so that providers keep the community support it generates long after a single advertising campaign would have ended.
The campaign is bigger than any one person — but it has a named individual behind it who is accountable for how it is run.
Sector partnership experience
Long-standing relationships across the fostering sector, including national organisations supporting foster carers.
Provider-side insight
First-hand understanding of the pressures providers face when advertising budgets deliver short-term enquiries and little else.
Accountable leadership
FosterWave is led by a named, contactable individual — not an anonymous marketing brand.
What FosterWave Does
One campaign, three clear routes — so everyone who wants to help knows exactly what to do next.
People ready to foster
Anyone ready to take the first step is routed to an appropriate fostering provider for their area — no cold sales lists, no bidding for leads.
Take the first stepPeople who want to help
Individuals, community groups and businesses register their support and share the campaign with people they trust.
Show my supportFostering providers
Providers get their own local campaign page, a growing supporter database and insight into engagement in their area.
For providersFosterWave and FosterTalk
Working in Partnership
FosterWave works in partnership with FosterTalk, a long-established organisation supporting foster carers across the UK. The partnership means the campaign is grounded in the realities of fostering life, not just recruitment messaging.
Who Operates FosterWave?
FosterWave™ is operated by FosterWave Ltd. It is a campaign platform — it is not a fostering agency and it does not assess or approve foster carers. Assessment and approval is always carried out by a registered fostering provider.
- We route people who are ready to foster to an appropriate fostering provider for their area.
- We never sell supporter details or share them for unrelated marketing.
- Supporter details are used only to keep people informed about FosterWave.
- You can unsubscribe at any time.
Full details of how we handle personal information are set out in our Privacy Notice.
Be Part of the Wave
Whether you're ready to foster or simply ready to help, there's a place for you in this campaign.