Building Your Professional Support System & Referral List as a Doula

One of the things that often feels intimidating to aspiring doulas, especially ABG students, because it is required for the certification, is the idea of building a professional support system and creating a referral list for clients.

It might feel like a big leap, especially if you’re new to the birth world or still getting your footing in your doula identity. But I include these two pieces in our postpartum doula certification training for a reason: they are essential for your long-term success as a professional.

Whether you plan to work independently, join an agency, or even one day run your own business, building your network is part of stepping into your role as a professional doula.

Let’s break this down.

Why Professional Support Systems Matter

Even if you work for an agency, chances are you're still self-employed. (There are exceptions; some agencies do hire employees, but ICs are more common.) That means you may be the one responsible for sustaining your business, supporting your clients, and taking care of your own professional growth.

And let’s be real - being a doula is deeply rewarding, but it’s also complex work. You’ll encounter different families, different personalities, and different challenges with every client. That’s just part of the job.

Having systems and people in place to support your growth isn’t just helpful - it’s vital. ABG can certainly be one of those support systems, but I also recommend exploring other sources of professional connection, like:

• A separate mentor, mentorship group, or accountability partner
  
  

• A local doula organization or collective
  
  

• A small business coach (especially one who understands service-based or wellness work)
  
  

• Peer support groups, especially for birth workers
  
  

These are the people you can call when you hit a wall, need to process a tough client experience, or want a boost of motivation to stay in your lane and keep growing. You don't have to do this alone.

Building Your Referral List for Clients

Now let’s talk about referrals.

As postpartum doulas, we are not expected to do everything. In fact, trying to be a one-stop shop is a fast track to burnout. What we can do is help our clients build the systems they need as new parents - and that includes connecting them with other trusted professionals.

Let’s say your client is struggling with breastfeeding. Sure, you’ve had basic lactation training and can offer some support, but maybe they need more in-depth help. Or maybe they just need to hear it from someone else. That’s when your referral list becomes invaluable.

Referring out isn't a weakness; it's a strength. It shows your clients that you have a wide circle of care available to them, and that you know your scope and stay within it.

But there's more…

Building a solid referral list isn’t just about client care, it’s also about marketing your business.

In the early days of your doula career, many of your referrals won't come from past clients (yet). Instead, they’ll come from the people you connect with - other perinatal professionals who know, like, and trust you. When they see your professionalism, warmth, and consistency, they’ll send clients your way.

Where to Start: Making Your Referral List

Here’s a simple exercise to help you get started.

1. Make a list of service categories your clients might need.

Think about the common needs of families in the first year postpartum. Categories might include:

• Lactation support (IBCLCs, CLCs)
  
  

• Pediatricians and pediatric dentists (especially for oral ties)
  
  

• Perinatal therapists
  
  

• Chiropractors and craniosacral therapists
  
  

• Nanny agencies (reach out to the owners)
  
  

• Prenatal yoga or Pilates instructors
  
  

• Local parenting or mom groups
  
  

• Birth doulas and childbirth educators
  
  

• Pelvic floor physical therapists
  
  

• Sleep consultants
  
  

2. Ask around.

Join a few local Facebook groups for parents or doulas, and post simple questions like:

• “Who’s your favorite pediatric dentist for newborns?”
  
  

• “What mom groups helped you build your community as a new parent?”
  
  

• “Looking for recommendations for lactation consultants—who do you love referring to?”
  
  

Track the names that come up repeatedly and write them down.

3. Reach out and connect.

Once you’ve gathered a list of 3–5 names in each category, it’s time to go deeper. Choose 1–2 people in each group and contact them.

You can say something like:

"Hi! I’m a postpartum doula working on building my client referral list, and I know we often serve the same families. I’d love to connect for a coffee or phone call to learn more about your work and see if we’d be a good fit for mutual referrals.”

Most professionals are happy to talk about their work, and asking questions builds trust. While you’re learning about them, share a bit about what you do and how you support clients. Be genuine. Let them get to know you.

Bonus: Ask them for referrals, too.

Ask, “Who do you love working with?” or “Are there other folks you trust in this space?” This not only expands your list but also shows that you value their judgment.

Final Thoughts

This kind of professional networking might feel intimidating at first—but remember, you’re not selling yourself, you’re building relationships.

And relationships are what doula work is all about.

Oh, and by the way, yes, this process will make filling out your ABG postpartum doula certification checklist way easier.

You've got this. And the more doulas who do good work, the more work there is for all of us.