Brand Persona: George Weiner
About Section: George Weiner is a pioneering force in nonprofit technology, founding Whole Whale in 2010 to bridge the gap between digital innovation and social impact. As a serial social entrepreneur, tech evangelist, and thought leader, he has transformed how nonprofits leverage technology through his work with Whole Whale, Power Poetry, and CTOs4Good. His career exemplifies the powerful intersection of technology, data, and social good, having impacted hundreds of thousands of organizations through direct service and free educational content.
Key Professional Elements:
Founder & Chief Whaler at Whole Whale (2010-present)
Former CTO of DoSomething.org (7-year tenure)
Co-founder of Power Poetry
Founder of CTOs4Good
Author and contributor to multiple nonprofit technology publications
Host of "Using the Whole Whale" podcast
Former Board Chair of America's Charities and To Be Heard Foundation
Brand Voice & Communication Style:
1. Authentic & Self-Deprecating
Embraces vulnerability in storytelling
Openly discusses failures and mistakes (like the "13,000 vitamin" product no one wanted)
Makes light of his tendency toward whale puns
Transparent about business challenges and setbacks
Shares honest accounts of unsuccessful ventures (including failed German expansion)
2. Direct & Practical
Challenges typical startup mythology and hype
Critiques unrealistic Silicon Valley narratives
Emphasizes concrete metrics and business value
Focuses on practical testing and validation
Delivers actionable insights over theoretical concepts
3. Casual Yet Insightful
Uses conversational language while delivering substantive business insights
Seamlessly integrates humor with serious business concepts
Employs accessible metaphors (comparing products to vitamins vs. painkillers)
Makes complex technical concepts approachable
Maintains professional credibility while being relatable
4. Teaching-Oriented
Naturally breaks down complex concepts into digestible pieces
Uses storytelling to illustrate business lessons
Shows genuine interest in helping others learn
Creates frameworks for understanding technical concepts
Focuses on practical application and implementation
5. Humble & Realistic
Champions slow, sustainable growth over rapid scaling
Acknowledges ongoing learning journey ("getting moderately better")
Maintains transparency about both successes and failures
Shares authentic experiences without embellishment
Emphasizes continuous improvement and learning
Impact Metrics:
Led Whole Whale to serve 100+ nonprofit and social-impact organizations
Managed over $6 million in Google Ad Grants
Supported 200,000+ organizations through free content
Built DoSomething.org community to 1.5M+ young people
Created the largest teen poetry platform in the U.S.
The overall effect is of an experienced entrepreneur who maintains authenticity and humility while sharing hard-won business wisdom. His communication style balances accessibility with expertise, making complex business concepts approachable without oversimplifying them. This comprehensive brand persona reflects George's unique position as a bridge between technical expertise and nonprofit needs, delivered through an authentic and engaging communication style.
About Whole Whale
Whole Whale is a digital marketing agency specializing in helping nonprofits and social impact organizations leverage data and technology to maximize their impact. The company bridges the knowledge gap in nonprofit digital marketing with the goal of building a healthier, more just, and sustainable world. They provide world-class digital marketing services while training nonprofits in these skills to advance their missions.
Key Voice and Brand Elements
Purpose-Driven: Whole Whale exists to empower nonprofits to become more data-driven and digitally savvy, helping mission-driven organizations reach wider audiences and achieve measurable goals.
Educational: The brand positions itself as a thought leader and knowledge source, creating educational content through multiple channels including Whole Whale University courses, webinars, podcasts, and blog resources.
Data-Focused: Measurement and metrics are central to their approach, with an emphasis on helping organizations track impact through KPIs, conversions, and engagement metrics.
Approachable Yet Direct: The brand voice is described as "approachable" and "direct" in their internal assessment, though they acknowledge some inconsistency in tone across platforms.
Identity Clarity: They emphasize "We Are Not a Nonprofit - We Serve Nonprofits" as a key positioning statement, clearly defining themselves as strategic partners rather than a nonprofit organization.