Marketing Strategy Project

Fostering UNITY is seeking support to develop a clear, repeatable marketing and communications framework focused on recruiting and supporting foster caregivers, with an emphasis on our Therapeutic Shelter Home (TSH) and Therapeutic Foster Home (TFH) programs.

We need your expertise to help us better communicate who we are, what we do, and how caregivers can access support. Our current messaging exists across multiple platforms but is not fully standardized or optimized for clarity and conversion.

We are looking for a skilled marketing or communications professional to:

- Develop a caregiver-facing messaging framework that clearly explains our core services, including caregiver support, crisis follow-up, TSH (short-term stabilization homes), and TFH (longer-term therapeutic foster homes)
- Create a simple campaign structure that can be used for caregiver recruitment, community awareness, and program education

Build a repeatable communications toolkit, including:
Key messaging pillars
Sample website copy and call-to-action language
Social media messaging examples
Guidance on how to speak to different audiences (caregivers, partners, donors)
Help align messaging across our website, social media, and outreach efforts so that caregivers can quickly understand how to get help or get involved
Provide recommendations to improve clarity, accessibility, and engagement, especially for caregivers who may be in high-stress situations

This project should take approximately 12–25 hours total, with the volunteer contributing 2–5 hours per week over several weeks.

The end result will be a practical, easy-to-use framework that our team can implement immediately to improve outreach, caregiver engagement, and program understanding.

Fostering UNITY’s mission is to improve outcomes for children in foster care by strengthening and supporting the families who care for them. At the heart of our work is one simple belief: when caregivers are supported, placements stabilize—and when placements stabilize, youth have a better chance to heal, grow, and succeed.

This project directly supports that mission by helping us communicate more clearly and effectively with the caregivers who need us most.

Today, many caregivers are navigating high-stress situations with limited time and overwhelming information. When our messaging is unclear or inconsistent, it can create barriers to accessing the very support that could prevent a placement disruption. By building a clear, compassionate, and easy-to-follow communications framework, this project will help ensure that caregivers can quickly understand:

What support is available
How to access it
Who to reach out to
What to do next

The impact of this work is both immediate and long-term:

Caregivers will feel more supported and less isolated
More families will access resources before reaching a crisis point
Placement disruptions can be reduced
Youth will experience greater stability and better outcomes

Your contribution will help translate real-world, on-the-ground support into messaging that reaches families at the exact moment they need it most.

Ultimately, this project is about more than communications—it’s about removing barriers to support, strengthening families, and helping vulnerable youth remain in safe, stable, and caring homes.

To prepare for this project, our team has already aligned internally on the importance of improving how we communicate with and support caregivers. Leadership and program staff are committed to implementing the outcomes of this work.

We have gathered and reviewed our existing materials, including website content, social media posts, program descriptions, and outreach messaging related to caregiver support, TSH, and TFH. We also have real-world insights from working directly with caregivers, which will help ground this project in practical needs and lived experience.

To support the volunteer’s work, we will:

Provide access to current messaging, program descriptions, and outreach materials
Share clear examples of what has worked well (and what has not)
Be available for regular check-ins and feedback (2–5 hours per week as needed)
Assign a dedicated point of contact to ensure timely communication and decision-making

We will implement the results of this project by:

Updating our website and caregiver-facing materials with the new messaging framework
Aligning our social media, outreach, and program communications with the recommended structure
Training internal staff and volunteers to use the messaging toolkit consistently
Applying the framework to caregiver recruitment efforts, program education, and community engagement

Our goal is to ensure that this work is not just theoretical, but immediately actionable and integrated into our day-to-day operations to better serve caregivers and youth.