In Q3 of 2024, there was a dip in the percentage of clients expressing interest in becoming community doulas. This decline appears to be less about a true lack of interest and more about reduced opportunities and engagement. There were fewer training sessions and support groups during this time, and community outreach efforts weren’t as strong. Clients may have lacked the exposure or encouragement needed to consider this role. By Q4, staff had renewed efforts to connect with the community through presentations and outreach events. This more intentional engagement helped reintroduce the idea of community doula work and allowed clients to imagine themselves in that position. As a result, client interest began to rise again.

Several key partners can help nurture client interest in becoming doulas. Local schools and community-based organizations—particularly those that already hire or train doulas—are critical collaborators. Examples include the Homeless Prenatal Program, Embrace, and City Vitals. These organizations not only provide potential referral pathways but can also co-host events or help share training opportunities. Internally, SisterWeb’s lead doulas and staff who maintain long-term relationships with clients are well-positioned to offer encouragement and mentorship. Creating more intentional links between clients and these partners could strengthen the pipeline for future doulas.

Storytelling has been especially effective in motivating clients to consider doula work. When clients hear from current doulas—particularly those who were once clients themselves—it makes the pathway feel more accessible and real. Info sessions that allow for open discussion and questions help demystify the role and provide practical next steps. Continued engagement in the postpartum period also makes a difference. When doulas remain in touch after birth, clients stay connected to the idea of community-based care and often become more interested in giving back. Outreach via social media, as well as community events and one-on-one encouragement, has also proven useful in generating interest.

To maintain momentum and support client pathways into doula work, SisterWeb could host quarterly storytelling events led by current doulas, especially those who began their journey as clients. A formal mentorship model could be developed to connect interested clients with doulas for shadowing or guidance. Deeper partnerships with local schools and community organizations could offer new entry points, and a discussion about becoming a doula could be built into postpartum care conversations. These steps would help ensure that clients who are curious about the role have a clear and supportive path forward.