Arminda do Paço,

Department of Business and Economics,

Research Unit NECE,

University of Beira Interior,

BRANDING IN NGOS – ITS INFLUENCE ON THE INTENTION TO DONATE

Estrada do Sineiro, Portugal,

E-mail: apaco@ubi.pt

Ricardo Gouveia Rodrigues,

Department of Business and Economics,

Research Unit NECE,

University of Beira Interior,

Estrada do Sineiro, Portugal,

E-mail: rgrodrigues@ubi.pt

Luís Rodrigues,

Department of Business and Economics,

University of Beira Interior,

Estrada do Sineiro, Portugal,

E-mail: luis.fa.rodrigues@gmail.com

ABSTRACT. The creation of a brand has been identified as a differentiating factor for Non Governmental Organisations (NGOs) when it comes to competing for private and public funding, as well as when trying to recruit volunteers. Due to the importance of these human and financial resources for the survival of many NGOs, our purpose is to analyse the influence of NGOs’ brand image on raising money and time. A sample of 654 individuals, which answered a questionnaire, was used to test a structural equation model. Results show that brand image contributes to the extent that people intend to give money to NGOs, as well as the typicality of the brand and the past donation behaviour. Past donation behaviour is the only variable that influences the intention to give time by volunteering with a NGO. Thus it is very important to facilitate the process of making donations in order to satisfy the donor and convince him/her to repeat the behaviour.

Received: April, 2014

1st Revision: June, 2014

Accepted: October, 2014

DOI:10.14254/2071-789X.2014/7-3/1

JEL Classification: M310

Keywords: donation, NGO, branding, brand image, brand awareness.