From Invisible to Impactful: How One Women’s Health Nonprofit Doubled Revenue Through Visibility, Community, and Courage
When conversations are uncomfortable, underfunded, or stigmatized, organizations often struggle not because their work lacks value—but because too few people truly see it.
That’s exactly the challenge Kathy Ruiz Carter, Executive Director and Co-Founder of the Lichen Sclerosus Support Network and a client inside The Purpose & Profit Club®, set out to change.
In a recent episode of the Purpose & Profit Club® Podcast, Christina Edwards sat down with Kathy to unpack how a small, niche nonprofit serving people with a little-known women’s health condition achieved extraordinary growth—without grants, major donors, or a massive staff.
What followed was a masterclass in modern nonprofit leadership, donor trust, and doing the brave thing before you feel ready.
The Problem No One Was Talking About
Lichen sclerosus is a chronic, progressive skin condition that primarily affects the female genitals. It’s rarely discussed, often misdiagnosed, and can take five to fifteen years for patients to receive a proper diagnosis.
Because it falls between gynecology and dermatology, many patients are overlooked entirely.
And because of stigma, many suffer in silence.
“Most people have never heard of this condition,” Kathy explains. “And when something affects such a private part of the body, people don’t talk about it—patients or providers.”
That silence doesn’t just impact health outcomes. It affects funding, awareness, research, and quality of life.
Building Visibility Before Building a Nonprofit
What’s striking about Kathy’s story is that the nonprofit didn’t come first.
The podcast came first.
Then a membership community.
Then the nonprofit structure.
“I started the podcast because I couldn’t be the only one looking for this information,” Kathy shared. “I was trying to find community and education that didn’t exist.”
The podcast became a marketing engine, an education platform, and a trust-builder—all before fundraising entered the picture.
When the nonprofit launched, visibility wasn’t a question mark. It was already working.
Funding Without Guilt, Scarcity, or Burnout
Like many nonprofit leaders, Kathy wrestled with a familiar fear:
Are we asking our community for money too often?
Because the organization serves patients directly, the concern felt even heavier.
“We’re already underfunded as a disease community,” she said. “It felt unfair to keep asking patients to support the nonprofit.”
The shift came when messaging changed—from asking for money to inviting people into advocacy.
Supporters weren’t required to disclose personal diagnoses.
They didn’t need medical language.
They just needed a way to explain why the work mattered.
And donors responded.
The Numbers That Changed Everything
In one year:
Website traffic grew from 17,000 to over 150,000 visits
The email list grew from 1,000 to nearly 4,000
Revenue doubled year over year
Giving Tuesday donations increased from ~$3,000 (non-board gifts) to over $10,700
No grants
No major donors
No paid ads
The biggest shift? Email strategy.
“We sent more emails than ever before,” Kathy admitted. “And it worked.”
Including one email many nonprofit leaders avoid entirely:
A follow-up ask to people who had already given.
That email resulted in the organization’s largest donor giving twice in the same day.
Why Free Content Converts Better Than Paid Events
Another counterintuitive insight:
Free events raised more money than paid ones.
By hosting virtual educational events with expert providers—and making them free—the organization increased attendance, trust, and donor engagement.
“People donate more when they feel supported, not sold to,” Kathy said.
The result was higher conversion before, during, and after events—without increased overhead.
Coaching, Structure, and Letting Go of “Free Advice”
Kathy is candid about what came next.
“I took us as far as free content could take us,” she shared.
“I needed someone to tell me what actually matters—and what to stop doing.”
Instead of piecing together strategies from podcasts and webinars, she invested in structured coaching.
That clarity replaced hustle with focus.
And focus replaced burnout with momentum.
Innovation That Most Nonprofits Avoid (But Shouldn’t)
What sets this organization apart isn’t just growth—it’s design.
A podcast as a long-term visibility asset
A membership model embedded into donor benefits
Virtual summits with cross-disciplinary experts
Language-first advocacy that empowers supporters to speak up
“We didn’t follow a traditional nonprofit path,” Kathy said.
“We followed what our audience actually needed.”
And that made all the difference.
The Bigger Lesson for Nonprofit Leaders
This story isn’t just about women’s health.
It’s about what happens when nonprofits stop playing small because something feels sensitive, niche, or underfunded—and instead lead with clarity, courage, and systems that work.
Visibility is not vanity.
Consistency is not pressure.
And asking is not taking.
It’s inviting people to be part of something that matters.
Want to Connect or Learn More?
You can explore the Lichen Sclerosus Support Network, upcoming summits, and educational resources at lssupportnetwork.org.
And if this story feels familiar—if you know your mission deserves more reach, more funding, and more momentum—this episode is one you won’t want to miss.