Her Story
About Jenny
Jenny Lawson is a nonprofit executive, educator, and advocate who has dedicated more than two decades to supporting families affected by childhood cancer. As Co-Founder and Executive Director of Heroes for Children, she leads an organization that has provided financial and social assistance to thousands of families across Texas for more than 20 years. A Certified Nonprofit Professional with expertise in fundraising, organizational leadership, and community engagement, Jenny is committed to building sustainable programs that ensure no family faces a childhood cancer diagnosis alone.
Jenny’s journey into nonprofit leadership was born from personal experience. Following the leukemia diagnosis and subsequent loss of her young daughter, Allison Leigh, she transformed her grief into purpose by co-founding Heroes for Children in 2004. What began as a mission to help families navigating the financial and emotional challenges of pediatric cancer has grown into a respected organization serving communities throughout Texas. Under her leadership, Heroes for Children has expanded its impact through innovative programs, strategic partnerships, family-centered events, and initiatives such as the North Texas Childhood Cancer Coalition, which she founded to strengthen collaboration among organizations serving children with cancer.
In addition to her nonprofit leadership, Jenny has more than 13 years of experience as a secondary educator, having served students in both Plano and Denton Independent School Districts. Her background in education informs her collaborative leadership style and passion for empowering others through knowledge and support. Whether cultivating donor relationships, leading organizational growth, advocating for childhood cancer awareness, or delivering direct assistance to families in crisis, Jenny remains driven by a simple but powerful mission: honoring her daughter’s legacy by creating hope, community, and practical support for families facing the challenges of childhood cancer.
Her Interview
Ten minutes with Jenny
01What do you attribute your success to?
I attribute my success to the people around me that I've been able to get to know and surround myself with, both those who have taught me how to be better in the nonprofit sector. But the people I've learned the most from professionally have been the leaders that I've lost - the families going through cancer treatment. I think the key is not letting it all be about me, but about the people around me, and learning from them and growing from them. It's about watching, listening, and taking a little bit from each person and each experience to build my own leadership style.
02What’s the best career advice you’ve ever received?
The best career advice I've ever received is to listen and to look for what works in leadership styles by watching what others are doing. You take a little bit from each thing - watching and seeing what you like and what you don't like. I've applied this to my parenting and my leadership. Somebody told me as I was starting really into leadership: watch and listen. That simple advice has shaped how I approach everything, because you're not expected to know everything, but you can learn by observing others and being willing to ask questions.
03What advice would you give to young women entering your industry?
My advice to young women entering the nonprofit sector is that they need to listen and watch, and be willing to be bold when necessary. Whether that's asking questions - because they're not expected to know everything - or asking for help, they should watch and see what attributes they want to emulate in their own leadership. It's about observing what they like and what resonates with them, then building their own style from those observations. Don't be afraid to ask questions even as you're learning, because that boldness in seeking knowledge and help is what will help you grow.
04What are the biggest challenges or opportunities in your field right now?
The biggest challenges in my field right now are funding and the emotional toll of the work. Funding is always a big challenge because there are over 50,000 nonprofits in the North Texas area alone, so we're all competing for dollars in some way. You have to find unique ways to help your organization stand out, whether through how you lead, your mission, or how you communicate it. Personally, because compassion is such a big thing for me, I get very emotional when I work with these families. I'm still running a business, but I have to find ways to protect my own heart. I can't get close to every single family emotionally, even though I want to, because getting to know the families is what inspires me and makes me better at this job. But that also means I attend funerals of children I've gotten very close to. I just attended a funeral in April for a 17-year-old girl who died of a brain tumor, and it broke me for a little bit of time. I had to take 2 days of just giving myself emotional space to process that, because even though my daughter died almost 22 years ago, I'm still a grieving mom and I'll be a grieving mom until the day I die. Losing those kids is so emotionally challenging and difficult, so I have to watch myself and go to my own therapy to make sure I am emotionally taken care of too.
05What values are most important to you in your work and personal life?
Compassion is my core value - it's the value that we hold strongest in our organization. I believe we're all going through something, both personally and professionally, and compassion starts at your core with how you treat others. Whether it's the clients that you serve or everyone else in your life, compassion is the top core value of our organization and guides everything I do. It shapes how I approach the families we serve, how I lead my team, and how I navigate the difficult emotional terrain of working with grieving families facing childhood cancer.
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