+ California CASA
California CASAPeer-to-Peer Recruitment Toolkit
Overview
Behind every child in foster care waiting for a Court Appointed Special Advocate (CASA) was the same challenge: not enough volunteers stepping up. California CASA needed a way for current volunteers to engage their peers in conversations around becoming a CASA. Pastilla reimagined peer-to-peer recruitment with a word-of-mouth campaign toolkit that equips local CASA programs with ready-to-use assets to support volunteers in recruiting their own friends, family, and community members. By sharing consistent materials, the toolkit helps turn everyday connections into real commitments, giving more children the advocates they deserve.
We started by listening. Not just to demographics, but to misconceptions, motivations, and barriers that kept people from saying “yes.” Real feedback shaped audience personas that revealed both the sparks of interest and the doubts that stalled commitment: insights we turned into strategy.
From those insights, we built a toolkit with three simple steps: Resonate, Inform, Guide. Ready-to-use print pieces, social posts, and email templates gave local CASA programs what they needed to keep conversations moving and grounded in trust across every touchpoint.
People trust people they know. Peer-to-peer outreach transforms recruitment into personal, credible, and lasting commitments.
