E-Branding Strategies of Non-Profit Organizations (original) (raw)
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A Conceptual Framework for E-Branding Strategies in the Non-Profit Sector
Journal of International Technology and Information Management, 2004
E-branding provides non-profit organizations (NPOs) with new opportunities to communicate their missions, which is of paramount importance in a market segment that competes for donations and voluntary labor. Since successful e-branding is determined by both internal and external communication strategies, we developed a framework which explains the interdependency of these two factors in NPOs. Our findings are based on qualitative interview data and a website analysis of eleven Austrian NPOs. The NPOs' internal and external e-communication strategies are categorized into three successive levels each and combined in a two-dimensional grid, which shows how NPOs integrate their communication strategies.
The Role of Branding in the Non-profit Organizations
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Non-profit organizations come in many shapes and forms, and haveas their purpose to provide non-commercial help in different areas of need and that is why there are many definitions of non-profit organizations. The aim of the article is identification of the determinants and ways of creating branding process by NPOs as well as to examine how the process of branding is perceived by the brand managers of these organizations on the Polish market, using the IDEA concept. As a practical implication, this insight will allow managers of volunteer organizations to have a more clear understanding of their and other organizations’ brand image, and to take a more strategic approach to branding process. The research article was based on literature studies and analysis of reports and authors’ own research.
Non-Profit Organizations Branding on a Digital Platform: An Ethnomethodological Study
Zenodo (CERN European Organization for Nuclear Research), 2023
Non-profit organizations are entities whose aim is to set programs and initiatives for the benefit of the public Conducting research on non-profits in branding establishes a robust identity that fosters elevated levels of trust, support, and engagement among its primary stakeholders, namely the public. In terms of communication, it creates and establishes a unique position that contributes to the organization's long-term success and impact. This research aims to explore the branding practices done through public relations of a non-profit organization in Dubai using social media and to discover what intent these practices accomplish. Additionally, the purpose of this study is to provide insights to communication practitioners and stakeholders on the value of branding in various activities and engagements. As a research framework, ethnomethodology was used, and this study utilized the qualitative research method specifically using a conversation analysis (CA) approach. The study centered around a non-profit organization situated in Dubai, whose identity has been anonymized in line with ethical research considerations. The data enclosed within brackets was extracted from the organization's social media platform, specifically their Facebook Page. This data encompassed three distinct types of social media content: video reels, infographics, and images. The conversation between the author and followers from each post was analyzed using the principles of conversational analysis (CA). The organization employed a range of branding techniques through public
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Technological advances and potentials offered by modern information and communication technology have allowed traditional manual form of operations to be increasingly replaced by socalled virtual world operations. Virtual business operations are carried out on a virtual market, which has the same rules in transactions as the traditional market, however, the transactions are conducted in very different circumstances, characterized by high level of transparency, high speed of transactions, large number of participants, and lack of physical interaction in terms of exchange of goods and payment. Everybody needs to adapt to these new operating conditions, both organizations working for profit and the non-profit ones. Information and communication technology has produced a special impact and changes in marketing of those non-profit organizations that function as agencies. Such organizations effect their interactions through virtual market, with organizations or individuals who are their s...
Brand ‘infrastructure’ in nonprofit organizations: Challenges to successful brand building?
Journal of Marketing Communications, 2013
The particular purpose of this paper was to examine and explore the factors necessary within non profit organizations for successful branding, and challenges in their implementation. The approach was an appropriate inductive qualitative one, conducted through depth interviews with opinion formers. Whilst there has been some research into the variables necessary to successfully build brands, only limited work considers anything other than commercial branding contexts. The originality is that through this work both theory and practice of branding in non profit organizations will be better informed so that structures to support branding can be better managed. Factors considered important to branding were identified, particularly leadership, employees understanding and clear vision. It was interesting that respondents generally agreed that limited marketing budgets were not necessarily a major problem. The research also identifies variables that contribute to a conceptual model of non profit brand management, experiential and emotional branding in particular being notable as offering possible platforms for differentiation. The work is exploratory in nature and therefore whilst it informs understanding of brand management in a non profit context also forms a basis for wider empirical testing.
Khulna University Business Review, 2019
Purpose: The purpose of this paper is to find out the factors influencing non-profit organizations (NPOs) in Bangladesh to communicate with potential donors by using social media. Because it is very strongest way to reach mass people. Social media is a composition of various online communications channels that build relationships between community people by sharing messages and collaboration. In recent years, social media becomes a convenient way to build personal relationship among people as well as corporate relationships. Organizations are more interested to build relationships with prospective customers by using social media. Methodology: This paper is both in exploratory and descriptive in nature. Types of research methods can be broadly divided into two categories such as quantitative and qualitative research. Qualitative research is used for problem setting and quantitative research is used for collecting primary data and analyzing them. Our sampling units are 100 that are mo...
International Journal of Technology, Policy and Management, 2016
This research examines how nonprofits use the internet to build public relations and increase charitable giving by analysing the content of the websites of various nonprofit organisations listed in the top 100 NPOs published by The Nonprofit Times. While there is no difference for most variables in the fundraising and communication practices between top tier and bottom tier NPOs divided by total revenue, the differences are found in such variables as campaign summary, messages from the CEO, volunteer opportunities, information sharing, social media use, and annual reports. These findings suggest that certain communication practices (information dissemination, interactive communication, and accountability) are positively associated with the level of fundraising. Compared to the findings of previous research, however, our findings show that the presence of characteristics related to communications and fundraising has increased on NPOs' websites. This indicates that by recognising the importance of the internet, NPOs are increasingly using it as a medium for communications and charitable giving.
The potential of Web sites as a relationship building tool for charitable fundraising NPOs
Public Relations Review, 2009
The Internet and especially the new challenges within Web 2.0 provide organizations with the possibility of encouraging two-way communication and engaging publics in dialogue. Charitable fundraising nonprofit organizations (NPOs) can particularly benefit from the Web's relationship building potential. This study aims to explore the potential of Web sites as an online-communication tool of Swiss NPOs. Via content analysis, the Web sites of 134 Swiss charitable fundraising NPOs were examined in order to point out how those organizations are using the Web to create dialogic relationships with their most important stakeholder groups, which are potential donors and the media. Results indicate that the potential of the Internet for dialogic communication is not used efficiently by most NPOs. Nevertheless, NPOs seem to be acknowledging the importance of engaging publics in dialogue, as most of them replied to information requests from potential donors and the media. 1