CASE STUDY
Washington Fosters Website & Inbound
When the Washington Association For Children & Families wanted to increase recruitment of foster parents, A Brave New built them a first-in-the-nation inbound program.
THE SITUATION
It takes work to bring kids and foster parents together
The Washington Association For Children & Families (WACF) had a unique problem to solve. Due to individual foster care agencies in Washington being left to recruit their own foster parents, there was no centralized method for finding the right families for children in need of a foster home.
As a solution for this problem, WACF wanted a way to recruit potential foster care parents online — a single place for those interested in becoming a foster parent to get the information they needed to help the children who needed it most.
THE SOLVE
Creating an Efficient and Effective Plan
As a nonprofit, WACF’s money was limited and needed to be put to the best use. We developed a plan that included:
Recruitment Program
Built a first-in-the-nation inbound marketing program aimed at identifying and recruiting foster parents.
Brand Identity
Standalone brand and dedicated microsite to serve as the center of the recruitment program.
Post-recruitment strategy
Developed process to equitably refer recruited parents to each agency partnering with WACF.
21,000 website sessions
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1,459 new leads
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953 referrals
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THE RESULTS
Rapid, qualified lead generation
WACF made incredible progress in recruitment within the first year of the inbound program, including more than 21,000 website sessions, 1,459 new leads, and 953 potential parents referred to private agencies. In addition, 65% of all leads were qualified.
TESTIMONIAL
The staff at A Brave New have been great to work with, they are very responsive and provide clear communication so we have all of the information we need to make informed decisions about our project. If the need for future projects were to arise, A Brave New would be the first agency we would contact.
Jill May
Washington Fosters, Executive Director
