Not-for-profit marketing :branding, brand equity and marketing of smaller charities

Decades after the idea of not-for-profit marketing was first introduced the uptake hasnot been universal. This study investigates the application of commercial marketingprinciples in a sector where objectives other than profit are pursued. In particular, itseeks to establish the effectiveness of not-for-profit marketing in encouraging thepublic to “pay” the required “price”; to investigate the influence of charity brands onstakeholder choices; the influence of a charity’s reputation on donor behaviour; andwhether smaller charities are aware of and use their brands. A questionnaire testeddonor perceptions and through a focus group insight was gained into the marketingpractices of smaller charities. The results indicate that not-for-profit marketing iseffective and that smaller organisations can compete through less expensivemarketing techniques, that charity brands are extremely valuable but underutilised,and that an organisation’s reputation is its most valuable asset. Recommendationsare made to improve the performance of smaller charities by addressing marketingand wider management practices.