What the Fundraising Podcast - Episode 242 Summary

Title: How Nonprofits Can Harness Brand Strategy to Drive Alignment and Action
Host: Mallory Erickson
Guests: Bill Cummings & Todd Hiestand
Release Date: June 3, 2025

Introduction

In Episode 242 of What the Fundraising, host Mallory Erickson delves into the pivotal role of brand strategy in the nonprofit sector. Joined by Bill Cummings and Todd Hiestand from Liminal—a branding and strategy agency specializing in nonprofits—the conversation explores how clear branding can enhance organizational alignment, donor engagement, and overall impact.

Meet the Guests: Bill Cummings & Todd Hiestand

[02:06] Bill Cummings:
Bill introduces himself and Todd, highlighting their extensive combined experience in nonprofit leadership, particularly in community and international development. They founded Liminal five years ago to assist nonprofits in under-resourced communities with branding, messaging, and engagement strategies.

[03:54] Todd Hiestand:
Todd elaborates on their roles within Liminal, emphasizing the synergy between branding and web technology in their work. He underscores their passion for elevating nonprofit organizations, positioning them as the true heroes of the nonprofit narrative.

Understanding Liminal's Approach to Brand Strategy

[04:27] Todd Hiestand:
Todd connects the concept of "liminal spaces" to the current uncertainties and identity challenges nonprofits face. He introduces the idea that branding serves as a bridge between an organization's present state and its future aspirations.

[05:16] Bill Cummings:
Bill explains the origin of the name "Liminal," defining it as the space in between where an organization currently is and where it aims to go. He uses the analogy of an airport as a liminal space—not a destination, but a conduit to the next destination. This metaphor illustrates how Liminal helps nonprofits navigate through branding amidst chaos and uncertainty.

Notable Quote:
"Liminal space is the space in between where you are and where you're going. We always say an airport is liminal space. A hallway is liminal space."
— Bill Cummings [05:16]

The Importance of Branding in Nonprofits

[08:21] Bill Cummings:
Bill breaks down branding into three tiers: core messaging, visual identity, and public presentation. He emphasizes that branding isn't merely about logos and colors but fundamentally about how an organization communicates its mission, values, and impact.

[12:59] Bill Cummings:
He shares a case study of a nonprofit that significantly increased its funding after refining its branding strategy. This transformation wasn't just cosmetic but elevated the organization's perceived capacity and credibility among donors and partners.

Notable Quote:
"If people are going to invest large amounts of funds or partnership or whatever that looks like into your organization, you need to look like you have your stuff together."
— Bill Cummings [12:59]

Debunking Branding Myths in the Nonprofit Sector

[09:51] Bill Cummings:
Bill discusses common misconceptions, such as the belief that nonprofits don't need polished branding because they are "just doing good stuff." He argues that effective branding communicates an organization's capacity and legitimacy, which are crucial for attracting significant support.

[11:57] Todd Hiestand:
Todd echoes this sentiment, sharing experiences where nonprofits underestimated the importance of a strong brand. He emphasizes that differentiation through clear messaging is vital, especially in a competitive funding landscape.

Notable Quote:
"There needs to be that differentiation. There needs to be what makes you specifically unique and delivering that message through the lens of what your community members, what funders are able to process."
— Todd Hiestand [18:24]

Core Messaging: The Foundation of Effective Branding

[14:25] Bill Cummings:
Bill highlights the significance of core messaging, which includes an organization's mission, vision, values, and unique solutions to problems. He elaborates on how this messaging guides all visual and communicative aspects of the brand.

[16:23] Unnamed Speaker:
The discussion shifts to how complex nonprofits often struggle to distill their mission into clear, concise language. Dumping complexity on potential donors can lead to disengagement, whereas clarity invites further interest.

Notable Quote:
"If you dump the complexity on them, very rarely is someone going to say, tell me more. They're going to be like, wow, I'm sorry. Like, hey, I got to go, got to pick up my kid for soccer."
— Bill Cummings [00:00]

Consistency and Alignment in Branding Efforts

[21:11] Todd Hiestand:
Todd emphasizes the importance of consistency across all branding "spaces," akin to the different areas of a home. Each space—from the front porch (initial contact) to the kitchen table (in-depth engagement)—must reflect the organization's core messaging cohesively.

[26:09] Bill Cummings:
Bill discusses internal alignment, stressing that core messaging should be a "sacred document" guiding every aspect of the organization. This ensures that all team members and stakeholders communicate consistently, reinforcing the brand’s integrity.

Notable Quote:
"If you don't have core messaging nailed down, spend the time. It's going to take time. It'll take work. It'll take time away from what you think you should be doing. But nail down that foundation and then you can build from there."
— Bill Cummings [33:01]

Challenges in Implementing Brand Strategies

[30:56] Unnamed Speaker:
The guests discuss common hurdles, such as founders holding complex, unarticulated visions and the difficulty in translating these into clear messaging. They advocate for external assistance—like consultants or communications directors—to help codify an organization's mission and values.

[32:31] Bill Cummings:
Bill underscores the necessity of having structured internal discussions and aligning the board and staff around the core messaging before diving into strategic planning. This alignment prevents inconsistencies and ensures that all efforts are geared towards the same objectives.

Conclusion and Resources

[33:01] Bill Cummings:
Bill wraps up by offering resources for listeners interested in enhancing their nonprofit's branding strategy, including a free ebook on brand strategy and a 30-minute free consultation for organizations seeking initial guidance.

[34:11] Mallory Erickson:
Mallory encourages listeners to visit her website for additional resources and to consider her coaching programs aimed at helping fundraisers build confidence and strengthen donor relationships.

Notable Quote:
"If you don't have core messaging nailed down, spend the time. It's going to take time. It'll take work, it'll take time away from what you think you should be doing. But nail down that foundation and then you can build from there."
— Bill Cummings [33:01]

Key Takeaways

• Clarity Over Complexity: Nonprofits should simplify their messaging to make it accessible and engaging for potential donors and stakeholders.

• Core Messaging is Fundamental: Establishing a clear mission, vision, and value proposition forms the bedrock of effective branding and organizational alignment.

• Consistency is Crucial: Ensuring that all communication channels reflect the core messaging uniformly strengthens brand integrity and trust.

• Differentiation Matters: Clearly articulating what makes a nonprofit unique is essential in a competitive funding environment.

• External Assistance Can Be Valuable: Engaging branding experts can help codify and communicate an organization's mission effectively.

Resources Mentioned

• Liminal: meetliminal.com
• Free Ebook on Brand Strategy: Available on Liminal’s website
• Consultation Offer: 30-minute free consultation via Liminal’s website
• Practivated by Mallory Erickson: practivated.com
• Power Partners Formula Collective: MalloryErickson.com/PowerPartners

Final Thoughts

This episode underscores the transformative power of strategic branding in the nonprofit sector. By focusing on clear, consistent messaging and leveraging professional expertise, nonprofits can significantly enhance their visibility, donor engagement, and overall impact. Mallory Erickson, along with her guests Bill Cummings and Todd Hiestand, provide actionable insights and resources to help nonprofits navigate the complexities of branding and messaging in today's dynamic environment.