Economics & Sociology

ISSN: 2071-789X eISSN: 2306-3459 DOI: 10.14254/2071-789X
Index PUBMS: f5512f57-a601-11e7-8f0e-080027f4daa0
Article information
Title: Branding in NGOs – its Influence on the Intention to Donate
Issue: Vol. 7, No 3, 2014
Published date: 20-09-2014 (print) / 20-09-2014 (online)
Journal: Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Authors: Arminda do Paço
Ricardo Gouveia Rodrigues
Luís Rodrigues
Keywords: donation, NGO, branding, brand image, brand awareness
DOI: 10.14254/2071-789X.2014/7-3/1
Index PUBMS: 1fe5308a-aa13-11e7-8eae-080027f4daa0
Language: English
Pages: 11-21 (11)

The creation of a brand has been identified as a differentiating factor for Non Governmental Organisations (NGOs) when it comes to competing for private and public funding, as well as when trying to recruit volunteers. Due to the importance of these human and financial resources for the survival of many NGOs, our purpose is to analyse the influence of NGOs’ brand image on raising money and time. A sample of 654 individuals, which answered a questionnaire, was used to test a structural equation model. Results show that brand image contributes to the extent that people intend to give money to NGOs, as well as the typicality of the brand and the past donation behaviour. Past donation behaviour is the only variable that influences the intention to give time by volunteering with a NGO. Thus it is very important to facilitate the process of making donations in order to satisfy the donor and convince him/her to repeat the behaviour.