Branding powerhouse Lyn Wineman, President and Chief Strategist at KidGlov.com, explores one of the most misunderstood yet essential components of nonprofit success: branding.
Far from being just a logo or tagline, Lyn reframes branding as a dynamic, multi-layered ecosystem that can dramatically improve a nonprofit’s visibility, trustworthiness, and fundraising effectiveness. Her agency’s proprietary “brand pyramid” lays out the essential building blocks—starting with the organization’s name, followed by the logo, tagline, messaging, visual identity, and finally marketing and advertising execution, which helps leaders see branding as a strategic foundation rather than a cosmetic afterthought.
“Branding is one of very few things that can move the needle on everything you do,” Lyn says, emphasizing that a strong, consistent brand elevates all areas—from donor engagement to volunteer recruitment and even talent acquisition. She points to compelling data from NonProfit Pro showing that organizations with strong, consistent brands can increase their fundraising results by as much as 23%. That lift can be a game-changer!
Yet despite these benefits, many nonprofit leaders are hesitant or ill-equipped to embrace branding. Lyn shares that for most, “just about the time you are sick of something—like, ‘I can’t see that logo on my coffee cup one more time’—that’s when your audience is just starting to get it.” Her lesson: internal fatigue with brand elements is often a sign of needed consistency, not a call for change.
Lyn also introduces her upcoming book, ‘Untangling Spaghetti,’ which outlines KidGlov’s proven eight-step branding process. It’s designed to demystify the process and give leaders a roadmap they can follow with or without agency support.
Throughout the lively discussion, with host Julia Patrick, Lyn talks about those common barriers to branding—including outdated board attitudes, confusion about messaging, and the nonprofit sector’s inclination to prioritize service delivery over strategic communications. But with the right tools and a clear roadmap, Lynn believes any organization can build a brand that reflects its mission, energizes its team, and drives lasting impact!
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