Meet Catalina Parker, the Co-Founder of Relatable Nonprofit, an organization dedicated to empowering growth-driven women with nonprofit hearts to succeed in consulting.
Catalina’s entrepreneurial journey began with a significant life event that ultimately led to the creation of Relatable Nonprofit. She and her previous intern, Julia, simultaneously found themselves at a career crossroads marked by extreme stress and over-achievement. Their professional paths, initially rooted in high-pressure nonprofit roles, intersected in a moment of clarity when Catalina proposed starting a business with Julia. This decision transformed their careers and their lives, leading to a successful consulting agency that now allows them to support nonprofit organizations while also enjoying balanced, fulfilled lives.
We asked Catalina about the founding story behind Relatable Nonprofit, how she’s grown as a leader since starting her company, and the advice that has had the biggest impact on her entrepreneurial journey.
Tell us the story behind your company’s founding. How and why did you start working on Relatable Nonprofit?
I got into nonprofit work straight out of college and eventually landed myself a six-figure job at the age of 24. Soon after, I was recruited by a $500 million private grant-making foundation. This foundation role was my dream job. Going from asking for money as a nonprofit employee to giving money away as a funder was a total pinch-me moment. After almost five years in my dream job, I realized I was miserable. I let my work addiction take over my life. I wasn’t prioritizing self-care. My relationships with loved ones were at an all-time low. I had hit rock bottom and knew I needed to make a change. So I sold my house, packed all my belongings into two storage pods, and booked a trip to Hawaii to figure out my next move.
That’s when I texted Julia Devine, a former coworker, to see if she wanted to start a business. The rest is history. Over the last two years, we have built a successful consulting agency to serve incredible nonprofits and could not be happier. We are so in love with our lives today that we decided to teach others how to do it. Today, Relatable Nonprofit empowers growth-driven women with nonprofit hearts to succeed in consulting.
What problem does Relatable Nonprofit solve?
There are more than 1.8 million nonprofits in the U.S., and they employ 12.5 million people. Nonprofits are facing a serious problem of staff burnout, leading to a high rate of employee turnover. Seventy-four percent of nonprofit employees are either actively looking for a new job or considering it this year, according to a survey done by nonprofit professionals Evan Wildstein and Michelle Flores Vryn. Consulting for nonprofits is a great career change for people who love nonprofit work but no longer love what they do.
What are some of the most meaningful impacts Relatable Nonprofit has had so far?
The most meaningful impact we have had so far is empowering women in the nonprofit sector to become entrepreneurs and pursue their passions while still serving meaningful causes. As the nonprofit sector is largely female-dominated, we recognize the challenges that women face, including responsibilities without sufficient support, limited growth opportunities, and inadequate compensation and benefits. We believe that women deserve to know what’s possible, and we provide coaching and support to help them realize their potential. Our ultimate goal is a revolutionized landscape in the nonprofit sector, where organizations can tap into the skills of a diverse pool of skilled consultants, who have the freedom and flexibility to deliver their expertise on their own terms.
How have you grown as a leader since starting Relatable Nonprofit? What experiences have contributed to this growth?
Upgrading my mindset and retraining my brain to think positively. This shift in mindset has not only had a positive impact on my mental health but has also led to increased happiness and greater success in my business and relationships. I firmly believe that when you believe in yourself you can turn your dreams into reality.
What have you learned about building a team and a support network around yourself?
I used to fall into the trap of believing that only I could handle certain aspects of my business. The reality is it’s impossible to do it all on your own. Embracing the concept that “80% done for you is 100% awesome” has been a game changer for me. It’s a reminder that perfectionism can hinder progress. Sometimes it’s better to delegate and empower others to take on tasks. Embracing this mindset has allowed me to focus on growing my business and doing what I love. Having a co-founder who shares this perspective, a supportive business coach and a dedicated team has made all the difference in building a strong support network around me.
What is the advice that has had the biggest impact on your entrepreneurial journey?
The advice to “know your why” has had the biggest impact on my entrepreneurial journey. It has helped me stay focused and motivated. My life purpose is to help more women become entrepreneurs. Understanding the underlying purpose behind my business has given me a clear sense of direction and has helped me make strategic decisions that are aligned with my values and goals. Overall, “knowing my why” has been my North Star throughout my business journey.
Catalina is a member of Dreamers & Doers, an award-winning community that amplifies extraordinary women entrepreneurs, investors, and leaders by securing PR, forging authentic connections, and curating high-impact resources. Learn more about Dreamers & Doers and get involved here.