Why Marketing Matters in Adoption: Finding the Right Birth Mother

You're ready to grow your family—and you're doing everything right. But without the right professional by your side, you could be waiting far longer than necessary.

Most hopeful parents believe the process moves forward once they choose an agency. The truth? Many never realize how much hinges on visibility—the ability of your agency to reach and support the small number of women who will actually choose adoption.

The Hidden Challenge: Most Women Don’t Choose Adoption

For every 100 women who consider adoption, only about 1 will move forward with placement. 

Meanwhile, for each woman who does choose adoption, there may be 30+ families hoping to connect with her.

So even if your profile is heartfelt and your home is full of love, your family’s chances depend heavily on one thing: whether your professional can reach enough of the women who are open to adoption in the first place.

95% of expectant mothers begin their journey online—on search engines, social media, or digital ads.
If your agency doesn’t show up where women are searching, the connection may never happen.

Why Visibility Matters in Adoption

Marketing Outreach Is the Foundation of Every Connection

Every hopeful parent needs one thing to move forward: a connection with the right prospective birth mother. But that connection can’t happen if your agency doesn’t reach the women considering adoption in the first place.

Here's why outreach matters so much:

• More outreach = more awareness. If your agency isn't reaching women where they are, they aren’t learning about your family.
• More awareness = more opportunities. The more women your agency engages with, the more likely one of them is the right fit.

What Happens When an Agency Has Limited Outreach?

• Longer wait times — families may wait months, even years, and some may never even get the chance to adopt.
• Fewer matches — with fewer women reached, and as time passes, the pressure to choose a connection mounts.
• Increased disruption risk — a lack of support or screening may lead to a higher chance of connections with less committed moms.