CASA of Monterey County

CASA of Monterey County Reframing the Ask, Realigning the Strategy, and Reaching More Children

When CASA of Monterey County first approached Disruptive Development, the ask was focused on board development: help us identify and cultivate new board members to increase visibility, strategic thinking, and philanthropic support. But in our earliest conversations, something else surfaced—something more immediate. The number of children waiting for an advocate was growing. The executive team knew it, felt it, and lived with it. And when we named it plainly, we all agreed: that was the critical need.

The boardroom could wait. The kids on the waitlist couldn’t.

So we pivoted the conversation—not away from board development, but toward what mattered most right now: volunteer recruitment. If we could bring more volunteers into the work, we could serve more children. That would shift internal focus, relieve pressure on the staff, and strengthen CASA’s ability to tell its story more powerfully. It was a strategic redirection grounded in urgency—and opportunity.

Messaging Built on Purpose, Not Procedure

The CASA volunteer role is both unique and transformative. Volunteers are trained, sworn in by the court, and matched with a child or youth in foster care. Their job is to advocate—not only in
legal proceedings, but in every part of a child’s life where consistency, support, and a trusted adult voice can make a difference.

The existing volunteer materials described this accurately—but they read like a checklist full of red tape. Background checks. Court reports. Time estimates. The tone was factual but overwhelming, and the heart of the work was buried beneath the process.

We helped reframe both the message and the experience of that message. Requirements weren’t hidden—they were contextualized and reframed to feel positive, not daunting. The tone shifted from intimidating to empowering. The application process became a personal invitation, not a bureaucratic hurdle. CASA volunteers were presented as what they truly are: trusted champions for children navigating a complex system. The new messaging invited prospective volunteers to see themselves in that role—and to feel what it might mean to show up for a child
who has no one else.

New Year. Real Change.

To bring that message to life, we launched a playful, emotionally resonant New Year’s resolution-themed campaign. Each post offered a fresh take on the traditional resolution list — but reframed through the lens of CASA service. “Learn a new skill,” “Say yes to something big,” “Become someone’s hero.” “Get more exercise—by tossing a frisbee or taking a walk with your CASA child.” The visuals were joyful and vibrant. The tone was light but grounded. And the call to action was crystal clear: make this year’s resolutions matter for both you and for a child in foster care.

The campaign was a resounding success. It stood out in a crowded field of year-end and New Year messaging, driving meaningful engagement, inquiries, and ultimately new volunteer sign- ups. More importantly, it helped reframe how the community saw the role — not as an obligation, but as an opportunity. And it shifted the entire narrative internally as well. Outreach took on a whole new tone, as did the story of the organization itself.

From Messaging to Momentum

With recruitment on stronger footing, CASA invited us to support their annual Friends of CASA Luncheon — a flagship fundraising event with high-profile community attendance and donor participation. The event was already well established. Our role was to inspire impact. We collaborated on the event script, restructuring it around one clear goal: connect every dollar to a child. Giving levels were recast to highlight tangible outcomes — $6,000 to support a child for a year, $1,000 to meet health needs, $250 to fill the Child’s Need Fund with essentials. Each level was paired with a compelling outcome and framed in a way that honored donors and children alike.

We also advised the team to pre-secure a gift at every level and secure matching funds in advance to build momentum. Once initial gifts were pre-secured, we made another bold move. Add one lead ask without a confirmed donor: $18,000 to support three children. We believed the message would land so powerfully that someone in the room would rise to meet it. And they did.

After a powerful panel discussion and a moving message from a former CASA youth, Alla Zeltser took the stage to personally lead the Fund the Need appeal in partnership with a CASA board member. Alla opened with a clear statement: 143 children served this year—but 36 still waiting. She walked the room through exactly what it would take to serve them all, naming each giving level with confidence and purpose. Donors responded immediately. Paddles went up across the room. The unprompted $18,000 donation revealed something especially powerful: the message resonated. The mission connected. The result was a record-breaking Fund the Need and a renewed sense of shared purpose.

Disruption Aligns Strategy with Urgency

From the first call, this project changed shape. CASA asked for help with one challenge. We listened — and helped them focus on the one that mattered most. This kind of pivot is core to our approach. We don’t just take projects at face value. We ask the deeper questions. We surface the underlying need. And we help leadership teams refocus their energy where it will have the greatest return — for their mission, their people, and the communities they serve.

This was not a messaging refresh. It was a strategic realignment — built on urgency, grounded in partnership, and executed with precision.

At Disruptive Development, we don’t sell strategy in the abstract. We get in the work. We listen carefully. We think clearly. We move quickly. And we partner with nonprofit leaders to disrupt old narratives, shift internal momentum, and drive real results — without bloated budgets or unnecessary complexity. The success of this engagement is CASA’s. The clarity, the pivot, and the impact — they’re the result of a team willing to lead with focus and act with heart. We were honored to help them do it.

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