Branded in Oregon: Developing Organizational Image in the Nonprofit Sector
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Date
2008-12
Authors
Jantz, Dulcie H.
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Planning, Public Policy & Management, University of Oregon
Abstract
Ever-increasing competition for donor dollars, volunteers and quality staff has demanded a large-scale increase in the professional practices of nonprofits. To enhance organizational effectiveness, nonprofits have been turning to business practices traditionally found in the for-profit sector. Among these practices, the formal â brandingâ of an organization has increased in popularity in the nonprofit sector. â Brandingâ â the strategic development of an organizational image around which all activities, advertising campaigns and promotional materials are centeredâ has long been used in the for-profit world to form an easily-referenced image in the consumerâ s mind of a company or product and has been used increasingly in the nonprofit sector. For this project, marketing professionals specializing in nonprofit branding and staff members from three Oregon nonprofits that have undergone organizational branding were interviewed. The resulting case studies reveal their experiences with organizational branding as positive and that branding represents a potentially powerful tool in the operational effectiveness of a nonprofit.
Description
Examining committee: Renee Irvin, chair, Jessica Greene
Keywords
Nonprofit organizations, Branding