Tracie LeBlanc of Goodluck 13 on Why Big Changes Should Be Communicated From the Inside Out

Tracie LeBlanc is the founder and principal of Goodluck 13, a strategic communications consultancy for non-profits doing the impossible. She brings more than 20 years of communications experience, including over a decade in the non-profit sector, and launched the company in July 2025 after being laid off from her role at a Toronto shelter.

Her work focuses on a specific corner of the non-profit world: shelters and community health centres supporting people experiencing homelessness, refugee claimants and people who use substances. These are communities whose stories are often misunderstood, overlooked or reduced to stereotypes, and Tracie helps organizations tell them with dignity and build more empathy and understanding. Since October 2025, she has run the business from Mexico City.

In this Q&A, Tracie shares what led her to start Goodluck 13 and why she chose non-profits, the one thing teams most often get wrong when communicating a big change, and how she is making more room for creativity outside of work.

Know a woman leader doing incredible work? The Founded by Women Awards are open for entries - founders, executives, professionals and changemakers alike. Showcase your story, gain visibility and connect with a community of leaders. 👉 foundedbywomen.org/awards

Q: What led you to start Goodluck 13, and why non-profits?

After more than 20 years working in communications, including over a decade in the non-profit sector, I found myself working at a shelter in Toronto while dreaming about moving to Mexico City.

Then, in May 2025, I got laid off. It was the kick in the butt I needed to finally go for it. I launched Goodluck 13 in July 2025 and moved to Mexico City in October 2025.

The name Goodluck 13 has a fun little backstory. My name sounds like trece, the Spanish word for 13, and I figured I was going to need to make my own luck to pull this whole thing off.

My work focuses on a pretty specific corner of the non-profit world: shelters and community health centres supporting people experiencing homelessness, refugee claimants, and people who use substances.

These are communities whose stories are often misunderstood, overlooked, or reduced to stereotypes. I love helping organizations tell those stories with dignity and create more empathy and understanding for the people they serve.

Q: When a non-profit is going through a big change, what's the one thing teams most often get wrong in how they communicate it?

I'm a big believer in communicating from the inside out.

Organizations can get so caught up in figuring out what to say to the public that they forget about the people who are actually going through the change: their staff.

Whether it's a leadership change, a rebrand or something bigger, people need to understand what's happening, why it's happening, and how it's going to affect them. They also need time to ask questions, process the information, and have their concerns heard.

If your own team isn't on board, it's going to be a whole lot harder to get everyone else on board.

Q: What's next for you and Goodluck 13?

I absolutely love what I do, and I'm really proud of what I've built with Goodluck 13. But right now, I'm equally excited about making more room for the things I love outside of work.

I've been playing the drums for four years, and about 20 years ago, I worked as a fashion stylist and writer. Creativity has always been a huge part of who I am, but somewhere along the way, my career started taking up most of the space.

Living in Mexico City - a place that's absolutely bursting with art, music, fashion, and creativity - has inspired me to reconnect with those passions and give them more room in my life.

My goal is to keep doing meaningful work with organizations I believe in, while having the freedom to enjoy everything else that makes me happy.

Are you a woman leader with an inspiring story? Founded by Women elevates the voices of women making an impact.

Breaking barriers or paving the way for others? We'd love to feature you. Get in touch! 👉 hi@foundedbywomen.org