From Burnout to Bliss: How I Found My Dream Job (...as a Business Owner!)
Catalina Parker is Co-Founder of Relatable Nonprofit. She has dedicated her career to the nonprofit sector as an employee, funder, and consultant for a decade. Catalina has a B.A. in International Studies from American University and a M.S. in Nonprofit Management from Columbia University. Today, she lives in South Carolina with her husband, two kiddos, and pup.
What motivated you to become an entrepreneur? Is having your own business something you always wanted?
At 26 years old, I reached the peak of my career. I landed my dream job as a program officer at a $500M private grantmaking foundation and had the privilege of giving away money to nonprofits changing the world. 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. I knew I needed to make a change so I sold my house, put all of my belongings into two storage pods, and booked a trip to Hawaii with my husband to figure out my next move. That’s when I texted Julia Devine (an old coworker and friend), the other face behind Relatable Nonprofit, to see if she wanted to start a business. The rest is history!! Our business turned two years old in January 2024 and we could not be happier.
How do you succeed in business without really trying? Aka: What are some of your best hacks and things you automate in your business?
To succeed in business without really trying, it is important to shift your focus from solely selling to building genuine relationships with your audience. When you hyper-focus on selling, it can come across as pushy or disingenuous, which often turns people off. Instead, aim to be your authentic self, as people are more likely to connect and resonate with someone they can relate to. By building trust and allowing your audience to get to know you, you create a strong foundation for natural sales to occur. The best you always sells.
What advice would you give to someone starting out or pivoting their business or their career?
Don’t overthink, just take action. In the summer of 2023, we decided to create an Instagram account called Relatable Nonprofit with the simple goal of making people involved with nonprofits laugh. Unexpectedly, the account gained popularity, prompting us to rebrand our business and develop tailored offers for this audience. We embraced the opportunity and went with the flow!
Connect with Relatable Non-Profit on Instagram here & check out the website here.
