National Association of Social Workers (Texas & Louisiana Chapters)
NASW equips social workers across Texas and Louisiana with education, connection, and statewide advocacy.
The Challenge
The National Association of Social Workers’ Texas and Louisiana chapters were doing incredible work supporting social workers across their states. But like so many mission-driven organizations, they were struggling to get their message out consistently. When social workers searched Google for “CEUs in Texas” or “lobby day,” NASW wasn’t showing up.
Members loved the organization enough to tell their colleagues about it – but informally, without any easy way to share. Outreach to schools of social work happened sporadically, and the paths to membership and event sponsorship had friction points that made it harder than it needed to be for people to say “yes.”
Everyone on the team was passionate and working hard, but they needed their marketing and messaging to work just as hard as they did.
The Solution
We partnered with NASW Texas and Louisiana as part of the Laying a Foundation for Growth program: a program that brings fundraising and marketing together to create real results. Our first step was to listen. We surveyed and interviewed members, donors, board members, and staff to understand what was working, what wasn’t, and where the biggest opportunities were hiding.
Then we got to work creating the tools they needed:
- Clear, compelling messaging guides tailored specifically for members and sponsors so that everyone could tell NASW’s story with confidence
- Detailed customer journey maps that tracked every single touchpoint from the moment someone first hears about NASW through renewal, for both members (8 stages) and sponsors (7 stages)
- 10 pages of strategic website copy organized so people could find exactly what they needed, fast
- SEO strategy and recommendations to help them show up when social workers search for the services they offer
- Practical, ready-to-use tools like student outreach kits, simple referral templates, social media content ideas, and seasonal campaign frameworks
- Hands-on messaging training for staff, board members, and representatives from other NASW chapters
The Results
Representatives from other NASW chapters who attended the messaging training immediately said, “We need this for our team.” Even after NASW national released new brand standards, the chapters agreed that the messaging framework we created together was even more clear and actionable than what had come from headquarters.
Now, NASW Texas and Louisiana have something even more valuable than great marketing materials – they have a communications system. They can capture people searching online for the resources they provide. They can onboard new members smoothly. They can make it easy for happy members to spread the word. And they have a messaging foundation that will support their growth for years to come, helping more social workers find the community, education, and advocacy support they deserve.
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