When Advocacy Isn’t Enough: Courtney Bugler on Leading with Courage and Going Big
Courtney Bugler doesn’t scare easily.
She’s the CEO of ZERO Prostate Cancer, a nonprofit advocating for the men—and families—whose lives are upended by one of the most common and deadly cancers out there. She’s also a breast cancer survivor, so when she says she knows what courage looks like, it’s not theory.
I asked Courtney to join me on the Seeding Social Good podcast to explore a loaded question: How does advocacy need to change in 2025?
Her answer: Stop thinking small. Stop leading from fear. And start making noise.
The Death of Business as Usual
“We’re trying to face 2025 challenges with a 2012 mindset,” she told me. She’s not wrong. In a moment when the rules are shifting under our feet—federal policies changing, science under fire, nonprofit leaders ducking their heads to protect funding—too many organizations are relying on polite letters and quiet lobbying.
That’s not enough anymore.
Courtney’s call is for a shift from “little a” advocacy—the classic, controlled meetings with legislative aides—to “Big A” Advocacy: grass roots, local activation, more public displays holding people to account - some might even call that a dash of activism. Loud. Visual. Unignorable.
When Staying Silent Is the Bigger Risk
Courtney is clear-eyed about the risks. Not the lawsuits or the IRS knocking, but the backlash from constituents who may view advocacy as partisan, even when it’s not. “We’ve gotten more angry emails in the last two weeks since we spoke up on Medicaid than I’ve ever seen,” she said. Still, she’s undeterred.
Why? Because staying silent to stay safe doesn’t serve her mission—or her constituents.
“If my job is to save people from prostate cancer,” she said, “and there are people more likely to die from prostate cancer, then I have to use my privilege to speak for them.”
That’s the north star. That’s courage baked into mission.
Constituents as Advocates
Courtney isn’t just talking about big moves. She’s making them. Under her leadership, ZERO is expanding the scope of its advocacy program—no 501c4 arm, no massive budget—just a fierce commitment to push the limits of what a 501c3 can do. That means calling out misinformation, investing in media, and yes, inviting donors to become activists.
Here’s a stat she loves: Donors who participate in legislative advocacy have greater lifetime value than donors who just write checks. (Bunch of studies…just search it.)
Leadership in the Age of Fear
One of the most sobering moments in our conversation came when Courtney described a meeting with other nonprofit CEOs. When she suggested learning from activist movements—AIDS, women’s rights, Greenpeace—the group went silent.
Why? “Because there’s fear,” someone finally admitted. Fear of constituents. Fear of funders. Fear of rocking the boat.
Courtney’s response: “You can be afraid. But if you stay true to your mission, you are never wrong.”
That’s not just bravery. That’s leadership.
If She Had All the Money...
I asked Courtney: What would you do if you had unlimited resources?
Her answer? Invest in storytelling. Media. Messaging. Influencers (even if the word still makes her cringe). She’d make advocacy visible. Cultural. Viral. She’d build a movement, not a moment.
And she’d double down on mission delivery. “Big ideas drive big money,” she said. The way forward isn’t to get smaller and safer. It’s to think bigger and act bolder.
Final Word
Courtney said something that’s still ringing in my head: “Chaos is the point.” In a world that’s being intentionally destabilized–clarity, consistency, and courage are revolutionary acts.
She’s not here to make people comfortable. She’s here to save lives. And she’s got no intention of doing that quietly.