Charity brand personality: can smaller charitable organizations leverage their brand's personality to influence giving
Drawing on marketing and communications expertise, this article reports on how organizations construct distinctive ‘brand personalities’ as a means of attracting consumers or donors and cultivating long-term relationships. The authors survey the donors to five small charities in one city in the US. They find that these charities have developed distinctive brand personalities, and that a clear relationship exists between donors’ perceptions of brand personality and their giving—with more relevant and differentiating brand personalities leading to stronger relationships. Smaller charities need to identify and understand their distinctive traits that define who they are. It’s suggested that organisations ask their key stakeholders and long-term supporters which personality traits they attribute to the organization. Building on what you do well among those who support you can be leveraged to gain the attention of would-be supporters.
(Summary taken from https://www.vssn.org.uk/2023/06/19/6-things-you-need-to-know-about-small-charities/)
