The Whole Top-of-Funnel, Run for a Mission
TherapyVolunteers.org connects therapy professionals and students with volunteer placements around the world. For a mission-driven organization, every marketing dollar competes with the mission itself - so the program has to be lean, connected, and fully operated. Here is what we run, and why it works as one system.
The organization's own published impact figures (TherapyVolunteers.org, July 2026) - the mission the marketing serves.
The Challenge
TherapyVolunteers.org (opens in a new tab) lives or dies on qualified interest: the right therapy professionals and students discovering the program at the moment they are ready to serve. The organization - Therapy Volunteers International, a Chicago-based nonprofit providing free pediatric therapy in underserved communities - had a mission worth finding and stories worth telling. What it needed was the complete top-of-funnel: search visibility, social reach, and paid acquisition, without hiring three separate vendors and coordinating them itself.
The mission's scale is the organization's own story to tell: by its published figures, 16+ licensed clinicians placed in long-term positions abroad, 163+ families across Belize receiving consultation and home programming, 386+ children in direct care, and 527+ trainings delivered for teachers, caregivers, and government officials (as published by TherapyVolunteers.org, July 2026).
The Approach
Digital Marketing ABA runs the entire top-of-funnel as one engagement. The SEO content program is built and operated by our team: content mapped to what prospective volunteers actually search, published on a steady cadence, reviewed for accuracy. Meta campaigns are fully managed - creative, audiences, and budget - reaching therapy professionals where they already spend time. Google Ads are fully managed against the search demand the content program cannot reach on its own.
Because one team runs all three channels, they behave like one system. What the content program learns about audience language feeds the ad creative; what paid search reveals about demand feeds the content calendar. Nothing waits on a hand-off between vendors.
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The Work
- SEO content program - built and operated
- Meta campaigns - fully managed
- Google Ads - fully managed
The Takeaway
Mission-driven organizations often assume a real marketing function is a luxury. The opposite is true: the leaner the budget, the more the channels need to be connected, because waste hides in the seams between vendors. One team, one system, one funnel - that is what makes a modest budget behave like a bigger one.
The demand is visible where it matters most: on the program's own homepage, which now advertises two additional fall trips to Belize added "by popular demand." Completed work is shown from the active client engagement; no unsupported performance KPI is presented.
About the contributors
Written by
Michael Pavlovskyi
Managing Partner
Michael leads growth and partnerships across Breaking News ABA and Ripley Fieldwork Tracker. His background spans digital marketing, audience development, automation, and building ABA-focused products. He connects campaign strategy to distribution and the operating systems required to turn attention into measurable demand.
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Data analysis by
Caleb Mukasa
Data Analyst
Caleb works on the data behind Digital Marketing ABA's case studies and benchmarks - analytics exports, measurement, and the verification that keeps every published number tied to a documented source. He came to the team through UWC and Lake Forest College, where he studies data science and computer science, and brings a builder's approach to analytics tooling and reporting.
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Design by
Charles Chen
ABA Content Writer & Producer
Charles helps research and write ABA-focused content, combining industry familiarity with training in journalism, film, and media. His experience in interviewing, feature writing, video production, visual storytelling, and audience outreach helps the team create clear, credible content for ABA organizations and the communities they serve.
View contributor profileOne team for your whole top-of-funnel
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