Houston Welcomes Refugees

Houston Welcomes Refugees is a nonprofit equipping volunteers, churches, and partners to offer friendship and tangible support to refugees resettling in Houston.

HWR was growing fast, and it was time to review and refine their messaging. Internally, the team was looking for clarity on how each communication touchpoint – like orientation scripts, thank-you emails, or Instagram posts – fit into the larger picture. And they needed a way to tell stories that honored refugees’ dignity while still inviting support.

I mapped every touchpoint across HWR’s audience journeys, from first-time awareness through to long-term leadership. I then wrote a 134-page Communications Strategy Guide including:

• Brand messaging: 3 StoryBrand-based brand scripts (mission-wide, volunteer, church partner)

• Journey maps: For volunteers, donors, and church partners, with message ideas for each stage

• A comprehensive communications audit: covering their website, Google Business Profile, email, social, community events, and paid media—with specific recommendations and SMART goal frameworks

• Ethical storytelling guidance and consent forms

• Brand voice guidelines, uniqueness statements, FAQs, and audience personas based on real survey data

The team now has a one-stop resource to train volunteers, onboard church partners, and guide internal communication decisions. With clearer messaging, stronger infrastructure, and ethical story practices in place, they’re better equipped to deepen engagement, invite new support, and keep growing without losing clarity.