How Clear Messaging Transformed CASA's Volunteer Recruitment Strategy

The Challenge: Recruitment in a Post-Pandemic World

The pandemic had disrupted traditional recruitment methods. In-person events disappeared, applications dropped, and many people who registered for information sessions simply didn’t show up. At the same time, the number of children needing a CASA Advocate was increasing.

CASA’s existing communications relied heavily on transactional messaging—outlining what an Advocate does but not why it matters. The team needed more than just marketing. They needed a clear, consistent message that would connect with people’s hearts and inspire them to act. That’s when our collaboration began.

Building Messaging That Inspires Action

As a highly experienced messaging strategist, Sue Borst worked with CASA to map out the entire volunteer journey—from first awareness to sworn-in Advocate. Each stage became an opportunity to deliver clear, purposeful communication.

The strategy focused on emotional connection. Instead of just describing the role, messaging shifted to the impact: “You can be the voice that changes a child’s story.” This approach tapped into people’s values and purpose, not just their skills or availability.

Clear, Consistent Communication Across Every Channel

With messaging aligned, we helped CASA activate it across internal and external communications—social media, ads, email campaigns, website content, and volunteer touchpoints. Every channel carried the same clear, consistent voice.

That alignment mattered. It gave potential volunteers confidence, it inspired current Advocates to share their stories, and it positioned CASA as a trusted, professional organization with a vital mission.

The Results: More Volunteers, More Voices for Children

The results were powerful:

• 54% increase in volunteer inquiries within 90 days

• 200% increase in sworn-in Advocates within 12 months

• 47% increase in information session attendance

• Greater diversity among volunteers: 22% more men and 21% more Black Advocates joined CASA

These numbers represent more than just metrics. They mean more children in Bexar County had someone standing by their side in court, advocating for their futures.

Why Messaging Matters for Non-Profits

CASA’s story proves the power of clarity. When communication is clear, consistent, and emotionally resonant, it doesn’t just capture attention—it drives meaningful action.

For non-profits, that action might mean more volunteers, stronger donor support, or fuller attendance at fundraising events. For CASA, it meant changing the trajectory of children’s lives.

At Sue Borst Marketing, we believe clarity drives results. By distilling complex messages into simple, powerful language, we help organizations like CASA connect with the right people, inspire action, and create measurable growth.

Because when your message is clear, your mission can truly shine.