HeartSpark Design

The symbols we use matter.

We talk a lot about ditching the scarcity mindset...
but the icons we use to ask for donations still whisper “small.”

Search “donation” on a stock site:
🫴 Open hands
🐷 Piggy banks
💰 Coins
❤️ Hearts on hearts

Now search “buy”:
💳 Credit cards
📱 Phones
💵 Dollar bills

See the difference?

Nonprofits run on real dollars and serious commitment…not love and loose change.

If we keep using icons that make giving look frivolous instead of an investment, we’re downplaying the real impact of every donation.

Something to think about as you’re updating your website for giving season 💡

Fundraising isn’t the ONLY way to attract donors.

But that’s the only playbook most of you were handed 😬

So you keep showing up – to the events, meetings, and follow-ups – hoping it’ll eventually lead to more giving.

Here’s the shift you might be missing...
If you’re constantly explaining what your organization does and why it matters…your brand isn’t doing its job.

And that’s putting WAY too much pressure on your team.

Strong branding doesn’t replace fundraising.
⚡️ It powers it.

🤝 It builds trust.
💡 It creates clarity.
And it helps the right donors find you and "get you" faster.

In my latest video, I share how to turn your visual identity into a donor acquisition tool that works with your team, not against them.

Here's the link ➡️ https://youtu.be/4LorpCiQ1Zw

This is what I help clients do every day…and I can help you too!

Does your brand feel more like a fundraising asset or an obstacle right now?

Why Brand Strategy IS Donor Acquisition Strategy Tired of chasing donors one by one? Discover how a strong nonprofit brand turns donor acquisition from a grind into a magnet.🎯 Take the free Brand Personali...

Your real donation page might be getting outranked...
by a GoFundMe link you never created.

GoFundMe quietly spun up donation pages for 1.4 million nonprofits...without consent.
Half of my clients had one.
And none of them knew it existed.

We requested takedowns and the pages were removed quickly (👏)
But now those links just go... nowhere (🤦‍♀️)

❌ No redirect
❌ No explanation
❌ No way for a donor (or AI search) to find the right place to give

GoFundMe, you can fix this.
Redirect those URLs or add a button linking to the nonprofit's official donation page.

In the meantime, here’s what nonprofits CAN do:
1. Claim and control your page: https://lnkd.in/g3Hziubp
2. Wait 2 days for verification. Ensure there are no funds before closing the account.
3. Use Whole Whale’s takedown message generator to submit a formal removal request: https://lnkd.in/gwzaD-dh

And as you prep year-end appeals:
Spell out your donation URL and remind supporters to give ONLY through your official website or trusted platform 💡

Huge thanks to Ed Harris at Blue Hills Digital and George Weiner at Whole Whale for raising this issue!

Most nonprofits don’t have a visibility problem.
They have a clarity problem.

People might see your logo. Glance at your website. Hear your mission. But that doesn’t mean they know, like, or trust you.

And without those 3 things...people don’t give of their time, talent, or treasure.

That’s why clarity matters ✨

When your brand has a clear identity, people get who you are faster.
They connect more easily.
They trust more deeply.

But clarity isn’t just about refining your messaging.
It shows up in the way your brand sounds, looks, and feels – and that’s where personality comes in.

Psychologist Carl Jung introduced 12 core personality archetypes to explain universal patterns in human storytelling. Since his first work in 1919, brands like Nike, Dove, and even nonprofits have used them to build brands that feel familiar, human, and emotionally resonant.

Here are the 12 brand personalities that show up again and again:

❤️ Caregiver – Compassionate, nurturing, focused on service (most popular result so far!)
🏆 Champion – Brave, determined, fights for justice
👋 Citizen – Grounded, practical, community-oriented
🤝 Companion – Warm, friendly, makes people feel like they belong
🎨 Creator – Inventive, expressive, turns ideas into action
🎉 Entertainer – Playful, joyful, brings lightness to heavy topics
🧭 Explorer – Curious, open-minded, inspires self-discovery
🌈 Innocent – Hopeful, pure, rooted in optimism
✨ Magician – Visionary, inspiring change and transformation
🔥 Maverick – Bold, rebellious, pushes against the status quo
👑 Ruler – Confident, strategic, provides structure and leadership
📚 Sage – Thoughtful, wise, driven by knowledge

Your nonprofit already gravitates towards one of these personalities, even if it’s not intentional yet.

When you define your brand personality, you create a shortcut to connection. It helps people know you, like you, and trust you *faster.*

That’s why I created this Brand Personality Quiz...to help you discover your core personality and use it to attract the right supporters with clarity and confidence.

Take the quiz here 👉 https://heartsparkdesign.com/quiz/

🚨 It’s here! 🚨

The Nonprofit Brand Personality Quiz is officially live!

If you’ve ever struggled to explain what makes your organization different, or you feel like your brand looks “fine” but not as fun or vibrant as it should be…this is for you!

In just 5 minutes, you’ll discover your core brand personality and what it means for your messaging, design, and donor strategy.

Because your nonprofit doesn’t need to be for everyone.
It needs to be unmistakably YOU.

This quiz was built for leaders who are tired of playing it safe or soft just to fit the “nonprofit box.”

Your cause deserves clarity.
Your voice deserves consistency.
And your brand deserves to reflect the boldness of your mission.

Take the quiz and discover who you really are as a brand → https://heartsparkdesign.com/quiz/

Then start owning that space as bold, clear, and unmistakably you!

After you take the quiz, share your result below! I'd love to celebrate it with you 🎉

Nonprofit Brand Personality Quiz Discover Your Nonprofit’s Unique Personality Take the free Brand Personality Quiz to discover which of the 12 best fits your nonprofit best. See your dominant traits, how supporters see you, and what to say to rally your community and attract new raving fans. What is a “brand personality?” Jus...

"Our donors don’t care about branding—they just want to see their impact."

I see this myth holding back more nonprofits than it's helping. And it shows up in sneaky ways, like:

❌ Using free Canva templates instead of investing in a cohesive visual identity

❌ Overloading slides with charts and text instead of photos and stories

❌ Letting a decade-old website collect dust because “our loyal donors already know us”

The truth? Your brand is one of the most powerful tools you have to build trust and stand out.

Yes, your impact and results matter. But first impressions do too. A cohesive, polished brand makes it easier for potential donors to trust you, remember you, and feel confident investing in your mission.

If you're looking for ways to bust this myth at your nonprofit, read the full article here:

Why Branding Matters More to Donors Than You May Think (and How It Drives Donations) Your mission matters—but it’s not enough. Learn how strong branding helps nonprofits attract more right-fit donors in today’s crowded digital landscape.

HeartSpark turns 4 years old today! 🎉

Looking back on these wild 4 years, from kicking things off right as the world went into lockdown to hitting some pretty big personal and work milestones, here’s the scoop on what I’ve picked up along the way:

🤝 Stay Connected: Would not recommend launching right before a global pandemic, but suddenly social media wasn’t just social media anymore; it was our lifeline. And I learned the power of community quickly. Those first friends to shoot HeartSpark a DM are still some of my closest friends and colleagues today.

❤️‍🩹 Resilience: Then 2021 rolled around, and life said, ‘Hey, how about open-heart surgery take two?’ and put HeartSpark on hold for 3 months. The mental and emotional toll was costly, but with encouragement, patience, and professional help I made it through.

💡Just Keep Learning: 2022 was a game changer. Attended my first nonprofit conference and even got to present at a few online webinars and podcasts. And you know what? Being in the room to soak up all that brilliance has helped me better understand the needs of our sector.

🎢 Ride the Waves: 2023 was a rollercoaster! I kicked off our very first course, bagged a Webby Honoree Award (still pinching myself over that!), but it wasn’t all smooth sailing. What I learned? It’s totally fine—and sometimes necessary—to change your mind and move in a new direction.

Looking ahead to 2024, I am filled with gratitude for this community of experts.

Your support, engagement, and warm welcome have made all the difference for HeartSpark so if there’s ever a way I can give back to you or your biz, please don’t hesitate to reach out.

Cheers to more learning, growth, and shared successes! 🥂

Brand refresh and rebranding.

These two terms get mixed up A LOT 😵‍💫

It may sound like silly designer semantics, but there’s a big difference between a brand refresh and rebranding your organization.

Let’s get clear about the difference first:

✨ Brand Refresh: Building upon your current foundation and reputation. Your mission is solid, but how you’re showing up in visuals and words feels less concrete and strategic.

💥 Rebranding: Reinventing your identity. This can include a new mission statement, core values, name, etc.

Considering a brand refresh or rebranding for your nonprofit? Swipe right to find out which one might be best for your nonprofit!

Think you know your supporters? Answer these questions to find out…👀

✨ What cause are your supporters most passionate about?

✨ What would they say your nonprofit is best known for?

✨ How would they describe your mission to family and friends?

✨ Outside of your nonprofit, what other nonprofits do they support?

These questions aren’t meant to catch you out, but to help highlight the need for listening.

There’s usually a gap between how you talk about your mission and how your supporters are talking about it.

You know your supporters well when you’re listening and speaking the same shared language about your mission.

And when you start hearing your core messages repeated back to you – you’re in sync! 🤝

One of my favorite parts of the brand discovery process is surveying the team 👀

It *seems* like a redundant step, but asking your team open-ended questions is really revealing.

Their answers say a lot about the health of your culture, how aligned your team is, and how well you’re communicating the vision and mission.

Plus, messaging should be as conversational as possible, so it helps to get some first hand snippets based on how your team talks about the mission.

If it’s been over a year since you’ve surveyed your staff or volunteers, borrow these 4 questions I’m asking my team:

✨ What inspires you most about [nonprofit name]?

✨ Has your enjoyment working with [nonprofit name] grown since the beginning of the year, dwindled, or stayed the same?

✨ Are there any perceptions about our organization that need to change?

✨ Imagine that you and I are having a conversation 3 years from now about how thrilled you are with [our nonprofit]’s progress. What needs to happen in the next 3 years to lead to that level of pride?

And if you’re running your nonprofit solo, then take some time to think about how you can improve the quality of your workplace for yourself. After all, you’re an employee too!