6 Key Takeaways from AFP Icon 2025 in Seattle

By Lyn Wineman, President & Chief Strategist, KidGlov

Seattle may have been a bit misty, but the ideas at AFP Icon 2025 were clear, bright, and energizing. Thousands of fundraisers, nonprofit professionals, and thought leaders gathered to explore how we can raise more, connect better, and amplify the good we’re doing in the world.

I had the privilege of attending on behalf of KidGlov, and I was honored to lead a breakout session titled “Brandraising: Leveraging Your Brand to Raise Funds.” The energy in the room was incredible, and it’s clear—nonprofit professionals are actively seeking fresh strategies to meet this moment with intention and creativity.

Here are a few key takeaways from my time at AFP Icon:

1. Economic uncertainty and shifting policies are on everyone’s radar

From inflation to changes in public funding priorities, nonprofit leaders are watching closely. Many shared concerns about the stability of certain funding streams and how changing policies may affect donor confidence and institutional giving.

2. Fundraisers are getting smart and resourceful

I spoke with so many professionals who are finding innovative ways to diversify funding, form partnerships, and stretch every dollar. There’s a real spirit of problem-solving and resilience in the sector right now.

3. Many recognize branding and fundraising success go hand in hand

The strong turnout at my brandraising session was a good indicator: nonprofit leaders know that a clear, consistent brand builds trust—and that trust fuels giving. Your brand isn’t just what you say—it’s what donors believe about your work.

4. Rebranding is only half the battle—awareness still takes effort

I talked with several organizations who had recently rebranded, only to discover their audiences didn’t fully understand the change. This is common—and why Untangling Spaghetti includes a full chapter on creating a Brand Launch Blueprint to make your new brand stick.

5. People are hungry for tools they can share

Whether it was comms, development, or executive leaders, many attendees were looking for resources they could take back to their teams. Once the AFP session recordings are available, feel free to share my session—or branding resources—it’s packed with tips you can put to work right away.

6. Marketers want community, not just content

One message that came through loud and clear: nonprofit marketers often feel isolated. They’re juggling big goals on small teams, sometimes as the only communications professional in the organization. If that’s you, consider joining our Brand Advancement Masterclass or attending a free Changemaker Forum. You don’t have to do this work alone.

KidGlov is here to help

At KidGlov, we’re passionate about making branding and marketing accessible to nonprofits of all sizes. That’s why we created resources like Untangling Spaghetti, our 10-week Brand Advancement Masterclass, and the free Changemaker Forum. Whether you’re navigating a rebrand, planning a campaign, or just need clarity, we’re here for it.

KidGlov is a full-service advertising, branding, and content marketing agency with B Corp and National Women’s Business Enterprise certifications. It is located in Omaha and Lincoln, Nebraska, and specializes in nonprofit marketing, healthcare marketing, financial services marketing, social impact marketing, and purpose-driven businesses.