How to Calculate Your Doula Rate
As a doula, determining your rate is not just about choosing a number that feels right—it’s about valuing your time, skills, and the expenses of running a business.
Many doulas, both beginners and those further along in their careers, struggle to charge rates that reflect their true worth.
If you want to make doula work a sustainable, long-term career, it's important to understand the business side of it, and that starts with setting your rate correctly.
Here’s a step-by-step guide to help you calculate your doula rate:
1. Shift Your Mindset: You Are Running a Business
If you’re serious about being a doula for the long haul, you must think of it as a business, not a hobby. Many new doulas fall into the trap of undercharging or offering services for free, especially when getting certified. But every time you offer your services, you're investing your time and energy, which must be accounted for.
And, running a business costs money! Be sure to take that into account when calculating your fees.
2. Understand the Real Costs of Being a Doula
Unlike opening a brick-and-mortar business, where upfront costs like rent and inventory are obvious, being a doula involves different, sometimes hidden expenses. Make sure to consider these costs when setting your rate:
Training and Certification: A solid doula training course is an investment. While some may look for the quickest or cheapest training option, quality education provides the skills and confidence to build a lasting career. You can easily make back the cost of training after just a couple of clients.
Website and Marketing: Your website is often the first point of contact with potential clients, so it needs to be professional. Free websites often don’t rank well on search engines, and an awkward URL may deter clients. Investing in a good website, like the Doula Website Templates my team created and learning about SEO (Search Engine Optimization) will help your business grow.
Liability Insurance: While this won’t directly bring in clients, having liability insurance is essential to protect yourself legally.
Continuing Education: To stay relevant and enhance your skillset, you’ll need ongoing training and certifications. Some doulas budget a percentage of their earnings for this each year.
3. Factor in Your Time
Your time is valuable, and your rate must reflect the time you spend with clients as well as the hours you invest outside of those direct interactions. Consider these elements:
Travel Time: Include the time spent driving to and from client meetings, births, or postpartum visits. Don’t forget to factor in the cost of gas, tolls, or parking.
Client Communication: Beyond in-person visits, doulas often provide text and phone support, which adds to your working hours.
Self-Care and Recovery: Doula work can be physically and emotionally taxing. Investing in self-care, such as regular massages or counseling, is a legitimate business expense that helps you maintain longevity in this field.
Want to go deeper?
Check out Episode 7 of The Doula Darcy Podcast on “How to Calculate your Doula Rate” wherever you listen to podcasts.
4. Break Down Each Service
If you’re a birth doula, think about all the components that go into a single birth contract, such as prenatal visits, the birth itself (which could be many hours), postpartum follow-ups, and travel time to each of these sessions. For postpartum doulas, consider how long you’re actually away from home during each shift, including travel, and set your hourly rate accordingly. Do you bring client gifts? Print out handouts? Include these costs in your rate as well.
5. Set a Sustainable Rate
After you’ve calculated your expenses and time investment, it's time to set a rate that not only covers these costs but also provides a profit. Profit isn't a dirty word—it ensures that you can continue working as a doula without burning out or struggling to pay your bills.
A popular business approach is to follow the Profit First method, where a percentage of your earnings goes directly into a separate account for profit, ensuring you’re building a financial cushion.
6. Adjust for Market and Growth
The doula market varies by region, so research what other doulas in your area charge to ensure you're competitive. But don’t undervalue your services. Adjust your rates as your experience grows and the cost of living changes. Inflation impacts everything from your internet bill to groceries, so it’s essential to reassess your rates periodically to keep up.
7. Invest in Yourself
As a doula, your body and mind are your most important tools. Consider expenses like therapy to process birth trauma, bodywork to relieve physical tension, or even hiring a business coach to help with mindset and growth strategies. These investments not only improve your well-being but also your ability to provide high-quality care to your clients.
Charge What You’re Worth
Many doulas burn out because they aren't charging enough to make their career sustainable. It’s never too late to change your rates, and taking the time to assess your costs will pay off in the long run. By shifting your mindset and valuing your time, education, and well-being, you can build a fulfilling and financially rewarding career as a doula.
