What Facing Forward, Inc. does

Facing Forward, Inc. is a 501(c)(3) nonprofit organization founded in 1998 and headquartered in Greensboro, North Carolina. It provides education, advocacy, and peer-support resources for individuals with congenital or acquired facial and physical differences, as well as their families, school communities, and the general public. The organization's service portfolio centers on interactive in-person workshops (including 'Outside, Inside; You Decide' for middle and high school students, 'What to Do When People Stare,' and 'What to Do When You Encounter Someone with a Physical or Facial Difference') and the FaceIT @Home eight-week online psychological program — developed by the Centre for Appearance Research (CAR) at the University of the West of England — which is delivered free of charge to adults with visible differences.

Beyond direct programming, Facing Forward runs multi-front advocacy in medical settings, public culture, and entertainment industry representation, including coalition work with the Coalition for Authentic Representation of Disfigurement & Difference (C.A.R.D.D.) and Face Equality International. The organization is funded entirely through tax-deductible donations and charitable contributions; no commercial pricing applies to any program or resource. Operations are lean (1-10 employees) and the founder, Charlene Pell — a 1994 burn survivor burned over 64% of her body — is the principal public face, author, and program lead, supported by memberships in the American Burn Association, NC Center for Nonprofits, and Face Equality International (an alliance of 38 global nonprofits).

Underlying technology is minimal: there are no proprietary platforms, APIs, or AI components disclosed. The FaceIT @Home program represents the organization's main digital asset but is licensed from CAR rather than developed in-house. Marketing and awareness are driven by community events (Face Equality Week), earned media (WFMY News2, Lake Norman Woman Magazine, Charlotte Observer, Los Angeles Times, Psychology Today), content marketing via the organization's blog, social channels (X.com), and online advocacy petitions.

Name

Facing Forward, Inc.

Legal name

Facing Forward Inc.

Website

https://facingforwardinc.org

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Facing Forward, Inc. is a 501(c)(3) nonprofit founded in 1998 that delivers workshops, the FaceIT @Home online program, and advocacy services for individuals with facial and physical differences, their families, schools, and the broader public across the US and Canada.

Ownership category

akta.pro rank

Product category

Disability Advocacy Services

NAICS

Educational Support Services (611710), Educational Services (611)

akta.pro primary industry

Online/Hybrid Lifelong Learning Platforms & Open Enrollment Programs (EDAAAEAL)

Keywords

• Facial difference advocacy
• Appearance diversity education
• Disfigurement awareness programs
• Nonprofit support services
• Peer support workshops

Headquarters

HQ city

Greensboro

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Charitable Contributions: Facing Forward, Inc. is a 501(c)(3) nonprofit organization that funds its workshops, resources, and programs through donations from supporters. Donations are tax-deductible to the extent permitted by law.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Facing Forward, Inc. is a 501(c)(3) nonprofit that delivers interactive educational workshops, peer support, the FaceIT @Home eight-week online psychological program, and advocacy initiatives for individuals with congenital or acquired facial or physical differences. All programs are offered free of charge and are funded through tax-deductible donations. The organization serves individuals, families, schools, healthcare professionals, and the general public across the United States and Canada.

Product overview

Facing Forward, Inc. is a 501(c)(3) nonprofit organization that offers a portfolio of educational programs, support services, and advocacy initiatives for individuals with congenital or acquired facial or physical differences. The core offerings include interactive workshops (Outside, Inside; You Decide for schools, What to Do When People Stare for individuals), the FaceIT @Home eight-week online psychological support program, advocacy in medicine/media/entertainment/policy, and curated resources including books, articles, and referrals. The organization is not a technology product company but rather a service-based nonprofit focused on education, peer support, and advocacy.

Differentiator

Problem solved

Functional benefit

Brands

• Outside, Inside; You Decide: An interactive workshop for middle and high school students that challenges assumptions about appearance and embraces difference.
• FaceIT @Home

Products and services

• Outside, Inside; You Decide An interactive workshop for middle and high school students that challenges participants to examine their assumptions about appearance, embrace difference, and discover the whole person within, fostering acceptance of individuals with physical differences.
• FaceIT @Home A tested and proven eight-week psychological online program designed to help adults (18 and older) who have visible differences manage their appearance-related distress more effectively. Visible differences include any condition affecting appearance of any part of the body or face.
• What to Do When People Stare An interactive workshop exploring why people stare, examining unconscious bias, stigma, the beauty mystique, media misrepresentation, and the brain's physiological responses to unfamiliar faces. Participants learn practical strategies to navigate staring encounters with confidence.
• What to Do When You Encounter Someone with a Physical or Facial Difference An interactive workshop for the public that equips participants with skills to make every encounter comfortable when meeting someone with a physical or facial difference, examining personal attitudes and dispelling misconceptions.
• Advocacy Programs Multi-front advocacy efforts in medical settings, public culture, and the entertainment industry, including initiatives to boost public awareness, foster understanding, and champion rights and needs of people with facial and physical differences.
• Resources and Referrals Fiction for all ages, adult memoirs, articles, videos, and referrals to specialized organizations providing tailored assistance with specific conditions related to facial disfigurement and visible differences.

Quantifiable outcome

• The Face It @Home program helps adults manage appearance-related distress more effectively through an eight-week psychological online intervention.

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• Face Equality International (FEI)coreStrategic or Co-development PartnerFacing Forward is a member of Face Equality International, an alliance of 38 global nonprofits advocating to promote face equality and end discrimination against people with facial differences. FEI works to protect the human rights of people with disfigurations worldwide.
• American Burn Association (ABA)coreStrategic or Co-development PartnerFacing Forward maintains membership in the American Burn Association, connecting with the broader burn survivor and medical community through conferences, workshops, and research presentations.
• NC Center for NonprofitscoreStrategic or Co-development PartnerFacing Forward holds membership in the NC Center for Nonprofits, supporting nonprofit sector connections and resources in North Carolina.
• C.A.R.D.D. (Coalition for Authentic Representation of Disfigurement & Difference)flagshipStrategic or Co-development PartnerFacing Forward works together with Face Equality International and C.A.R.D.D. to advocate for authentic, non-stereotypical representation of people with disfigurements in film, television, and advertising.
• American Cleft Palate Craniofacial Association (ACPA)coreStrategic or Co-development PartnerACPA is one of 37 global alliance members of Face Equality International alongside Facing Forward, working to promote face equality.
• Centre for Appearance Research (CAR)coreTechnology or IntegrationFacing Forward offers the Face It @Home program, a tested and proven eight-week psychological online program developed by the Centre for Appearance Research (CAR) at the University of the West of England. The program helps adults with visible differences manage appearance-related distress.
• Greensboro Sports PerformanceminorGTM or Marketing PartnerLocal partner for Face Equality Week 2025 community event, hosting the celebration at their location at 4113 Lawndale Dr., Greensboro, NC.
• Brewed & BottledminorGTM or Marketing PartnerLocal partner for Face Equality Week 2025 event. Winning artwork from the 'My Face is a Masterpiece' competition was displayed at their venue.
• ESTAS BeautyminorGTM or Marketing PartnerLocal partner for Face Equality Week 2025 community event celebrating diversity and inclusion.
• Kathy Haines of Carolina Home PartnersminorGTM or Marketing PartnerLocal partner for Face Equality Week 2025 community event celebrating diversity and inclusion.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Smile Train: Large international nonprofit focused on cleft lip and palate treatment, with adjacent education and advocacy for affected individuals. Much larger scale, but operates in an overlapping portion of the facial differences space.
• National Organization for Rare Disorders: Large US umbrella organization supporting individuals with rare conditions, many of which include facial differences. Operates in an adjacent advocacy and resource space, serving as a broader peer in the disability/rare conditions ecosystem.

Direct peers

• AboutFace: Canadian nonprofit supporting individuals with facial differences through peer support, educational resources, and community programs. Direct peer in scope and target population, particularly relevant given Facing Forward's claim of operating in Canada.
• Changing Faces: UK-based nonprofit providing support, advocacy, and campaigns for people with visible differences, including facial disfigurement. Closest direct peer in mission, with parallel workshop, peer support, and media advocacy programs that mirror Facing Forward's offerings.
• Phoenix Society for Burn Survivors: US nonprofit providing support, resources, and advocacy for burn survivors and their families. Closely aligned mission given founder Charlene Pell's burn survivor background and Facing Forward's membership in the American Burn Association.
• Children's Craniofacial Association: US nonprofit supporting children and families affected by craniofacial differences through family support, education, and advocacy. Directly comparable in addressing facial differences community needs, including ACPA-affiliated families.
• myFace: US nonprofit supporting individuals with facial differences, particularly craniofacial conditions, through medical, psychosocial, and community programs. Comparable in mission scope and target population for facial difference support services.

Others

• American Burn Association: US professional association for burn care providers, of which Facing Forward is a member. Connects the organization to clinical research and burn survivor resources, but operates as a broader membership body rather than a direct program delivery peer.
• Centre for Appearance Research: UK-based research center at University of the West of England that developed the FaceIT @Home program Facing Forward delivers. Technology/content partner rather than competitor; comparable in mission focus on appearance-related psychosocial support.
• Face Equality International: Global alliance of 38 nonprofits (of which Facing Forward is a member) advocating for face equality worldwide. Network/ecosystem partner rather than competitor, but its member organizations represent Facing Forward's broader peer set.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/FacingForwardUS
• Facebookfacebook.com/facingforwardinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Facing Forward, Inc.