Untangling Fundraising: How a Crisp Brand Cuts Through Donor Spaghetti

Recently, I had the chance to join my friend and fellow best-selling author Patrick Kirby for a lively conversation on one of my favorite topics: nonprofit branding that actually moves the needle.

Patrick wrote Fundraise Like a 5th Grader, and I recently published Untangling Spaghetti: A Branding Fable, a story-inspired guide to simplifying complex brands. Put the two ideas together and you get the inspiration behind this session: untangling fundraising so it feels less like a plate of spaghetti and more like a clear, confident path forward.

If you missed the webinar, we’ll embed the full video below. Until then, here are some of the biggest takeaways we explored together.

1. Make Your Brand Clear, Differentiated, and Relevant (C.D.R.)

I shared one of the simplest frameworks I use with nonprofits.

Clear

Your brand should instantly answer: Who are you? What do you do? Who do you serve?
If someone visits your website and still can’t describe you in one sentence, clarity is missing.

Differentiated

Donors have choices. If your messaging and visuals sound like every other organization in your sector, you disappear into the noise. Differentiation helps donors understand why you matter.

Relevant

Your brand should connect with what donors care about right now. Relevance comes from updating your messaging to reflect current needs and motivations, not relying only on the language you’ve used for years.

A strong brand begins with C.D.R. before any conversation about logos or redesigns.

2. Strategy Before Sparkles

The creative work is fun, but it only works when it rests on a strong foundation. That means:

• • Vision alignment so everyone on your team is telling the same story
  • Donor insight so you understand what your best supporters value most
  • True differentiation so your brand stands apart from similar organizations

It is tempting to jump straight into visuals, but strategy always comes first.

3. Consistency Builds Trust and Revenue

We talked about repetition and consistency, two concepts that aren’t glamorous but are essential.

Research shows donors need to see a message between 7 and 17 times before it sticks. That only works when your visuals, tone, and message are consistent everywhere: your website, emails, social media, direct mail, and events.

Consistency builds trust. Trust leads to giving.

4. You Don’t Need a Giant Team to Do This

Branding can feel overwhelming, especially if you are a small team wearing multiple hats.

One of my favorite quotes is from the famous tennis player Arthur Ashe.
“Start where you are. Use what you have. Do what you can.”

You don’t have to transform everything at once. Even one strong elevator statement, one donor insight, or one step toward visual consistency makes a meaningful difference.

5. Repetition Isn’t Boring, It’s Smart

Patrick and I laughed about how often even we forget our own content from a few months ago. If we can’t remember every blog or email, your donors definitely won’t remember every appeal.

This is why it’s perfectly fine to repurpose a strong email, reuse a high-performing story, or refresh a message that worked well. Your audience won’t remember every detail, but they will begin to recognize you through consistent, repeated themes.

Watch the Full Webinar

This is where the fun really comes through. If you know Patrick, you already understand that “lively” is an understatement. He brings enough energy to power a small city, and I was delighted to match it for an hour-long webinar filled with strategy, storytelling, and just a little chaos in the best way.

Here’s the full recording. I hope it gives you clarity, a few laughs, and at least one idea you can take back to your team.

If this conversation sparks questions about your own brand clarity or you want to talk more about untangling donor spaghetti, I’d love to connect. You can also explore our Brand Impact Accelerator, a great next step for teams ready to strengthen their brand foundation.

KidGlov is a full-service advertising, branding, and content marketing agency and certified B Corp. 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.