Exploring Life & Business with Caitlin Rice of Rooted Impact

Today we’d like to introduce you to Caitlin Rice.

Hi Caitlin, please kick things off for us with an introduction to yourself and your story.
I got my start in the nonprofit world—working on campaigns to raise the minimum wage, make our elections more representative, end private prisons, and remove slavery from Colorado’s constitution. I saw firsthand how under-resourced so many grassroots organizations are, especially when it comes to their digital presence. Outdated websites, confusing donation flows, broken tools. It was frustrating to watch powerful movements get held back by tech barriers.

So I started teaching myself web design. I picked it up piece by piece, building sites for friends and causes I believed in. Eventually, I realized I could have a bigger impact by helping more organizations show up online with clarity and confidence.

That’s how Rooted Impact came to be. I design websites and teach digital strategy for nonprofits, coalitions, and community leaders who are fighting for change.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Starting a business while raising a young child and coming out of nonprofit burnout was hard. There’s been a lot of ups and downs and paths either taken or not that I still think about.

Mindset has been everything. The feast and famine cycles, the imposter syndrome, the constant decision-making—it can wear you down. I’ve definitely chased shiny objects. And, when you’re a team of mostly one you can’t afford to get distracted. I’ve had to build new habits, set better boundaries, and remind myself that with every website I build for social justice nonprofits, they can do their work better.

Alright, so let’s switch gears a bit and talk business. What should we know?
Rooted Impact is a website design studio for nonprofits, coalitions, and grassroots campaigns working to make real change. I build custom WordPress sites that are clear, strategic, and built to support the people behind the work.

What I’m known for is combining beautiful design with digital strategy and meeting clients where they’re at. A lot of digital folks expect you to show up with a big team, a big budget, and a clear plan. I work with organizers, comms staff juggling five roles, and nonprofit leaders who are stretched thin but still deeply committed to showing up for their communities. My job is to make the website process feel possible, not overwhelming.

I come from this work. I’ve been in the campaign cycles. I’ve sat in coalition meetings. I understand the urgency, the complexity, and the care that goes into every decision. That context shapes how I design, how I communicate, and how I show up for my clients. I’m here to build tools that help people doing important work grow their impact online.

Alongside 1:1 web design, I also offer an eight-week program called Growing Roots for smaller organizations who need to DIY their website but don’t want to do it alone. It’s designed specifically for grassroots nonprofit organizations and community leaders, with templates and strategies rooted in movement values, not just aesthetics.

At the end of the day, I believe our movements deserve websites that reflect their power, tell their story, and persuade folks to join their cause. We lay the online foundation for them to do their work.

Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
I’ve joined local business groups like Good Business Colorado, been in Facebook groups, and joined a couple online communities for website designers. I’m also member of the Colorado Working Families Party. I have had mentors throughout that time – great bosses in the nonprofit space and coalition space.

Contact Info:

• Website: https://rootedimpact.co/
• Instagram: https://www.instagram.com/rootedimpactco/
• Facebook: https://www.facebook.com/rootedimpactco