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Charity Brand Personality: The Relationship With Giving Behavior

Indiana University

John B. Ford

Old Dominion University

Jane Hudson

University of the West of England

Charity brands have been found to assist income generation by enhancing donor understanding of an organization and what it stands for. Despite an increasing interest in this topic, few studies have addressed the dimensions of such brands and sought to explore the link (if any) with donor behavior. The authors report the results of a large-scale postal survey of donors to nine national nonprofits and conclude that traits associated with benevolence, progression, and conservatism are incapable of distinguishing between the study's participating brands. Traits associated with emotional engagement, service, voice, and tradition are capable of serving as the basis for differentiation and are also linked to facets of individual giving behavior.

Key Words: nonprofit marketing • fundraising • branding • brand personality

This version was published on September 1, 2008

Nonprofit and Voluntary Sector Quarterly, Vol. 37, No. 3, 468-491 (2008)
DOI: 10.1177/0899764007310732


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