In this episode of A Modern Nonprofit Podcast, Tosha Anderson and branding expert Seth Donlin unpack why personal branding is no longer optional for nonprofit leaders—and how it can drive deeper donor engagement, visibility, and trust.
Why Personal Branding Matters (Even in the Nonprofit Sector)
It might feel uncomfortable to put your name, face, or story out front. But here’s what the data—and donor behavior—tells us:
- People give to causes, but they connect with people
- Donors respond better to human stories than organizational updates
- Visibility builds trust—and trust drives donations
Think of personal branding as building emotional equity. If donors know, like, and trust you, they’re more likely to give, engage, and stay loyal—even when budgets get tight or your role changes.
The Four Core Elements of a Strong Personal Brand
If you’re not sure where to start, Seth breaks it down simply. Effective nonprofit leaders should focus their brand around these four pillars:
1. Tie yourself to the mission.
Make it clear why you do this work. People want to follow leaders who care deeply and personally about the cause.
2. Tie yourself to your organization and team.
Shine a light on the people around you—your staff, volunteers, board members. Build a shared identity that includes you and the community you lead.
3. Tie yourself to the people you serve.
Show authentic, respectful engagement with the beneficiaries of your work. Share stories (ethically) that highlight the mission in action.
4. Be personal—but not private.
You don’t need to overshare to be relatable. A peek into your life—your dog, your favorite leadership lesson, your morning routine—can create meaningful connection without crossing boundaries.
But What If You’re Not a “Marketing Person”?
You don’t need a content team or social media obsession to build a personal brand. You just need to show up consistently and intentionally.
Try this:
- Keep a story journal. Write down small wins, leadership lessons, or daily observations. These become content.
- Choose one channel (LinkedIn, a blog, email, video) and start sharing once a week.
- Focus on being relatable. You don’t need to be remarkable. Just real.
The Turnover Truth: Why Personal Branding Gives You Staying Power
Here’s a stat we can’t ignore: Nonprofits have one of the highest turnover rates in any industry.
That’s why your brand should never be tied to one job title. When you show up consistently, your brand follows you. That means:
- Donors trust you—even when you transition roles
- Your network stays with you
- You remain credible in every stage of your nonprofit career
If your career spans early childhood education, food security, housing, or public health—your why becomes the connecting thread. And your brand becomes the bridge.
Need Help Telling Your Story?
Seth Donlin has created a free resource to help nonprofit leaders start building their personal brand with confidence.
💼 LinkedIn: https://www.linkedin.com/in/sethdonlin/
Use it to craft stories that connect, engage, and elevate your leadership voice.
Final Thoughts
Being the face of your mission isn’t about ego. It’s about leadership.
You don’t have to be loud, polished, or extroverted to build a strong personal brand. You just have to show up with intention, authenticity, and a willingness to be seen.
When you do that, you make your mission easier to connect with, your organization easier to trust, and your impact easier to grow.
Ready to take the next step?
If you’re looking to put these strategies into practice, our team of nonprofit experts is here to help. Contact us and let’s talk about how a fractional CFO can move your mission forward—starting with your finances.
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