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Non-Profit Branding

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on 23 February 2015

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Transcript of Non-Profit Branding

3 components of NBO (Napoli 2006)

1) Orchestration
2) Interaction
3) Affect
Brand Orientation
Setting brand as the organization's number one priority
Strategic focus on the organization's vision and mission and 'everything brand'
Nurturing the brand
Brand Image
Brand Image
Positive brand image
Related to willingness to pay premium prices
Higher brand equity

Donors inclined to donate to those non-profits with strengthened brand image they perceived.
Non-Profit Branding

Non-Profit Organizations
Why Non-Profit Brand Orientation?
Non-Profit vs.
Importance of the mission
Organizational culture
Human resources
Collaborative approach
Complexity of the customers
Lasse Launimaa, Marikki Leivo, Miia Matinolli,
Tuulia Nikunen, Anna Norppa & Pauli Ruotsalainen
& Pauli Ruotsalainen

Why Non-Profit Branding?
Brand co-creation

Brand Orientation
Stakeholder brand era, active role of stakeholders in brand building
Interaction & network perspective
Brand Equity
Co-creation theories

"A broader concept compared to brand identity and it takes into account receiver's perspective. It is the added or reduced value for product caused by the brand, yet is created in customers' minds"
Brand Equity
The goal was to raise 30 million €
31.12.2014 total amount was 33 048 925€
Managerial Implications
Thank you!
-Andreasen, A. R. & Kotler, P. (2003). Strategic Marketing for Nonprofit Organizations. Upper Saddle River, NJ: Prentice Hall.
-Anees-ur-Rehman, M. (2015). Doctoral student, Department of Marketing, University of Oulu. Lecture on 26.1.2015.
-Ewing, M. T. & Napoli, J. (2005). Developing and validating a multidimensional nonprofit brand orientation scale. Journal of Business Research 58(6), 841–853.
-Gyrd-Jones, R. & N. Kornum (2013): Managing the co-created brand: Value and cultural complementarity in online and offline multi‐stakeholder ecosystems. Journal of Business Research. 66(9): 1484–1493.
-Hou, J., Du, L., & Tian, Z. (2009). The effects of nonprofit brand equity on individual giving intention: mediating by the self-concept of individual donor. International Journal of Nonprofit and Voluntary Sector Marketing, 14(3), 215-229.
-Laidler-Kylander, N., & Simonin, B. (2009). How international nonprofits build brand equity. International Journal of Nonprofit and Voluntary Sector Marketing, 14(1), 57-69.
-Lowell, S., Silverman, L. & Taliento, L. (2001). Not-for-profit management: The gift that keeps on giving. The McKinsey Quarterly 1(1), 147–155.
-Merz, M.A., He, Y. & Vargo, S.L. (2009): The evolving brand logic: a service-dominant logic perspective. Journal of the Academy of Marketing Science. 37: 328-344.
-Michel, G., & Rieunier, S. (2012). Nonprofit brand image and typicality influences on charitable giving. Journal of Business Research, 65(5), 701-707.
-Napoli, J. (2006). The impact of nonprofit brand orientation on organisational performance. Journal of Marketing Management, 22(7-8), 673-694.
-Rees, P. L. (1998). Marketing in the UK and US not-for-profit sector: the import mirror view. The Services Industries Journal 18(1), 113-131.

Charities, institutions such as private schools, foundations, religious organizations
Utilize society's resources and goodwill (monetary and non-monetary) payments to respond to society's needs, producing social and psychological benefits
Not pursuing their own interests as opposed to for-profit organizations
The role of marketing and branding in supporting fundraising and establishing partnerships
Responds to the challenges posed by governments' reduced provision of social goods and services
Increased number of non-profit actors leads to increased competition
Organizational Performance
1) Integrated marketing, consistent brand messages to both internal and external stakeholders

2) Responsiveness to evolving market conditions and customer needs whilst remaining brand orientated

3) Brand likability

Make use of social media and create a strategy for it
Partnerships: e.g. charities with retailers or restaurants - round up the bill or purchase
Be consistent and focused
To raise awareness of men's health issues, such as prostate cancer and other male cancers, and associated charities.
The goal of Movember is to "change the face of men's health”

Wear a Christmas jumper for one day and donate at least 2 £
Donated over 3,5 M£

Brand personality, brand image, and brand awareness of the nonprofit organization has positive direct impact on individual giving intention and self-concept
(Too) many overlapping concepts?
Brand orientation - but being responsive to market?

Ice Bucket Challenge
For increasing the knowledge on ALS-disease
Over 1,2 million videos
on Facebook
13,3 M$ donated
Value complementarity
Cultural complementarity
Brand Orientation
Brand Equity
Brand Co-creation
(Napoli 2006, via Napoli 2006: Lowell et al. 2001, Andreasen & Kotler 2003)
(Napoli 2006, via Napoli 2006: Lowell et al. 2001, Rees 1998)
(Ewing and Napoli 2005, Napoli 2006)
(Brand mgt lecture 26.1.2015)

Full transcript