BRAND IMAGE MANAGEMENT FOR NONPROFIT ORGANIZATIONS: EXPLORING THE RELATIONSHIPS BETWEEN WEBSITES, BRAND IMAGES AND DONATIONS

摘要

In this highly competitive and resource scarce environment, nonprofit organizations (NPOs) must create a positive brand image in order to gain the public's favor and trust, and, consequently, more donations. This study explores how information items on NPO websites improve the brand image of a nonprofit, and examines the relationship between various website-generated brand images and the viewer's intention to donate. Content analysis and a card sorting exercise are used to find out which information items on websites are associated with the desired images. Next, a survey is conducted to measure what types of information can improve the nonprofit's brand image and lead to a higher intention to donate. The results show that the types of information delivered by an NPO website have different impacts on the impressions of the nonprofit's brand image. Brand images showing usefulness and dynamism increase website viewers' intention to donate.