I think of it is about half as famous as the National Review. It's about half as old. Catholics, and people who read The Atlantic, New Yorker and other "public discourse" magazines are likely to be familiar with it.

I think an EV is a waste of time to start using now, but that wasn't always the case, and once you're in the habit of renewing one, it's probably easier to continue than to switch to a different cert, especially because downgrading would lead some users to question why the EV was removed from their browser. The financial cost of an EV isn't a factor for organizations beyond a certain size.

Some CAs give discounts to non-profits, so even if they weren't relatively old and successful in their niche it still might not be the waste of money it would otherwise seem to be.