Examining the Effects of Nonprofit Brand Communications on Nonprofit Brand Evaluation

Abstract

Despite the importance for the nonprofit organizations to communicate with the donors to receive support from them in the
nonprofit sector, there have been surprisingly few researches examining communication and fundraising in the nonprofit sector. To receive
more support from the donors, nonprofit organizations should provide information about the needy, the organization itself, and its activities
not just to donors, who might be accepted as customers, but to the public in general as well. Nonprofit organizations like profit
organizations communicate with the environment mainly in two ways: controlled and uncontrolled communication. Having a strong brand
also helps nonprofit organizations to send messages to the donors. The effects of these communication tools on donors’ satisfaction, brand
attitude, and giving intentions are examined in this paper. Results reveal that controlled communication and brand name play an
important role in providing information to donor and affecting their satisfaction, attitudes and behaviors.