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Prefer listening? That is cool too! You can listen to this in our handy dandy player right here.
If you have ever wished your doula business had more clients without you spending every waking moment online or dropping money you do not have on ads, you are going to love this.
A referral program is one of the most reliable and cost effective ways to grow a birth business and it works beautifully whether you are brand new or already established. Word of mouth is the best marketing machine for your business… And it is super feminist!
And because we always keep it honest here at bebo mia, I want to start by saying the reality of this… Most doulas do not have a referral program. And that means many of y’all are unintentionally leaving money on the table – like a lot of money.
Let’s get a bit nerdy now: research shows that referrals convert at rates up to four times higher than standard marketing and more than 80% of people say they trust a recommendation from someone they know over any other form of advertising. When the work is so intimate and expensive like doula care is, trust is everything. A referral program simply puts that trust into a system that works for you while you focus on serving families.
What a Doula Referral Program Really Is
Boiled down to basics, a referral program is a simple structure that rewards people for sending new clients your way. Easy peasy… This is usually past clients but it can also be friends, family members, colleagues, or your wider community. It is bonkers how simple it is (no fancy tech needed).
Instructions: Someone refers a pregnant or postpartum family to you, that person books your services, and you thank the referrer with something that shows your gratitude.
Ok, there are a few little pieces in there, but we made it all for you, so you just keep reading (or go listen to the episode instead at the top of this post).
The reason this is so powerful is because birth work is personal and intimate and we are in private and vulnerable spaces. When someone is thinking about hiring a doula, they want to know the person they are thinking about working with is trustworthy, steady, and typically they want you to come recommended. Also, people LOVE rewards. It is the same reason so many of us choose our grocery stores based on points or rewards. Humans love feeling valued and love being acknowledged and we love sharing good things with the people we care about.
If you want more on the foundations of running a sustainable doula business, you can also read our blogs on how long it takes to become a doula, the five questions to ask before signing up for a doula training, or why new doulas need more than a weekend program. These pieces offer context on the standards and systems that make a doula business strong from the ground up.
Why Social Proof Matters This Much
A referral program works because of social proof. This is the psychological effect where we look to other people to figure out what choices are safe and smart. Do you not read the reviews before you buys something online? We do for literally everything! If you answered yes, you are part of the more than 90% of buyers who read reviews before booking a service. It is the reason Airbnb, Etsy, and even ride share apps have built their entire platforms on review systems. Humans want proof that others have had a positive experience before making their choice. Period.
In birth work, social proof creates a bridge of trust long before a client ever meets you. When someone says they felt cared for, supported, or protected during their fertility, pregnancy or postpartum period, those words land with a level of authority no ad can buy. This is why referrals convert so well and when you need a system to formalize this within your doula business.
If you want to learn more about leveraging social proof, our blog on how learning to listen makes you a better doula than any textbook ever could is a beautiful companion read. We also have a wildly affordable mini course here. Seriously, it is ONLY $37!
What You Get In The Free BOOST Referral Program Kit for Doulas
Ok, great news time, awesome doula friends. We created a free referral program kit for doulas that you can grab right now:
Step 1: Go here.
Step 2: Like the post and comment BOOST
Step 3: Get the kit from your DMs
That is all.
The kit walks you through every single step and removes the awkwardness of asking for referrals because it gives you scripts, templates, and done for you tools.
Here is what is inside:
A referral tracking spreadsheet
This keeps track of who referred clients, whether the referral booked, and what reward you offered. A consistent system builds trust. People want to know that you honour your word.
Swipe copy for emails and calls
Many doulas freeze when they think about asking for referrals. So we wanted to make it wildly easy for you and take the pressure away. The scripts make it easy to reach out to past clients, follow up with warm leads, and send thoughtful thank you messages that deepen connection.
Ideas for reward structures
This is where you get to be creative. Some doulas offer a discount on a postpartum visit. Some offer a small gift card to a local shop. Some offer a free mini session. The kit gives you options so you can choose what fits your business.
If you want more support turning this system into a client magnet, our course The Secrets to Growing Your Biz FAST With Rave Reviews goes far deeper.
Real Life Proof From My Own Doula Business
Note from our founder, Bianca:
“When I built my referral system, I used a script almost identical to what is in the kit. On my very first call, I booked two clients. That one client who came in through that call was so excited by the reward system that she referred me to everyone she knew. That one connection turned into eight families over several years. One referral led to another and on and on it went. It became a little ecosystem of care where families trusted me because someone they loved vouched for me.”
This is the heart of community based business growth. It is relational, about honesty and trust, and it is generous. This is what we teach throughout our Maternal Support Practitioner program, our full spectrum doula training that includes fertility, antepartum, birth, postpartum, and loss support.
What To Do If You Do Not Have Clients Yet
Many doulas assume a referral program only works once you have a client list. That is not true! Honestly, let us show you how you can start today…
Use your personal network
Think about anyone you have ever supported in small ways. Maybe you gave breastfeeding tips to a cousin. Maybe you sat with a friend during a hard postpartum day. Ask them to write a short review about your presence or your knowledge or your warmth.
Offer rewards to your inner circle
This can be simple. A coffee card, a discount on future services, a thoughtful note. People are often excited to help you if you ask.
Create social proof through content
Write a blog post like “five things I share with my postpartum clients” or “what I wish every birthing person knew about early labour.” These posts show your expertise. They build trust even before you have your first official client. For inspiration, check out our blog on the biggest mistakes new doulas make in their first birth support session.
Gather testimonials about your qualities
Even if someone has not been a client, they can speak to your empathy, your steadiness, your reliability. These matter just as much as experience for a new doula.
You have to start somewhere and getting your inner circle to praise you and tell their community about you is a no brainer!
What You Will Learn In Our Business Growth Course
If this feels exciting, our course The Secrets to Growing Your Biz FAST With Rave Reviews takes everything from this blog and goes deeper. You will learn how to gather and use social proof with confidence, how to turn reviews into growth, and how to build operations that create steady bookings over time. This course is perfect for brand new doulas and for seasoned birthworkers who want to grow without burnout.
Your Action Step Today
You have your marching orders.
Go here and comment BOOST to grab your free referral program kit.
This kit gives you everything you need to set up your referral system today. Whatever stage of your doula business you are in from brand new or in transition or established and ready to level up, this will work for you.
And if you want more support, more training, or more community, you can explore all our certification programs and digital tools here.
Your business grows through connection, care, and courage. Your referral program will help you build all three.
You’ve got this, awesome doula!
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BLISS IN BUSINESS RETREAT
Your future is created by what you do today — that's why we created a completely FREE mindset mini-course to help doulas and birth workers find bliss in their business!