Mission-Driven Ecommerce
What Building a Store Taught Me About Systems, Community, and Becoming an Operator
At twenty-five, Kenny Kane turned a single $20 t-shirt into a six-figure ecommerce operation that funded programs, sparked conversations across the country, and redefined what a nonprofit could build. Mission-Driven Ecommerce is the story of how he did it—and the framework for anyone who wants to create sustainable, human-centered commerce.
Through real-world lessons from his years running the Stupid Cancer store, Kane shows how to design systems that multiply your effectiveness, connect deeply with your audience, and build something that lasts. Along the way, he reveals how to turn customers into community, automate without losing authenticity, and translate operational discipline into lasting impact.
You’ll learn how to:
Build ecommerce systems that scale without burning out
Automate routine work so you can focus on creative and strategic growth
Turn transactions into relationships and customers into advocates
Create a brand people are proud to represent
Future-proof your operation by documenting and delegating effectively
A t-shirt, a mission, and a six-figure store that changed everything.
At fifteen, Kenny Kane learned about customer service behind a pharmacy counter. A decade later, he applied those lessons to build a grassroots ecommerce operation that turned a provocative nonprofit brand into a national movement.
Mission-Driven Ecommerce isn’t about marketing tricks or overnight success. It’s about the systems, principles, and human relationships that make purpose-built commerce possible — and sustainable.
Inside the Book
The real story behind the Stupid Cancer store that became a $215,000 community engine
How to design systems that scale impact without burning out
Turning customers into community through authentic communication
Building an “invisible team” out of automation and software
Lessons on sustainability, hand-offs, and what happens when systems outlive their operators
In the news..
About Kenny Kane
Kenny stumbled into nonprofit leadership in 2010 as an intern who just needed college credit. Over the next decade, he helped build the systems and infrastructure that grew I'm Too Young For This! Cancer Foundation (later Stupid Cancer) from a founder's personal contact list into a thriving community serving thousands of young adults facing cancer.
He learned customer service at a small-town pharmacy, discovered the hard way that most email marketing advice doesn't work for mission-driven organizations, and figured out how to build technology that serves people rather than processes.
Kenny now lives in Austin, Texas, where he continues to help organizations build systems that scale with their mission rather than despite it.
