Role of Brand in the Nonprofit Sector

Abstract:

The perceived role of brands, and attitudes towards branding in the nonprofit sector, appear to be at an inflection point. While some in the sector are skeptical about brands, believing that the brand is essentially a fundraising tool, many are embracing a more strategic role for their brands in driving long term social goals and building internal cohesion and capacity. An 18-month study on the role of brand in the nonprofit sector resulted in a project overviewStanford Social Innovation Review article, and four case studies on nonprofit branding.

Last updated on 05/04/2016