Brand Image and Awareness in the Third Sector and their Influence on the Intention to Donate

Abstract

The creation of a brand has been identified as a differentiating factor for non-governmental organizations (NGOs) when it comes to competing for private and public funding, as well as when trying to recruit volunteers. Thus, our purpose is to check whether the brand image that individuals associate with a specific NGO influences both fund raising and the recruitment of volunteers, using a questionnaire applied to a sample of 654 individuals. The results obtained show that usefulness and affect contribute to the intention to give financial aid to NGOs. When it comes to donating time, only efficiency is found to be a significant factor in the variability of that intention. In the case of the influence of brand awareness, we concluded that familiarity with the NGO contributes positively to the intention to donate.