The research explores the concept of brand orientation among the top 500 fundraising charities in the UK, where brand orientation is defined, holistically, as the extent to which charity organisations are regarded as brands. The project involves two separate studies: managerial and methodological issues are discussed for each study. The first study examines the effect of different levels of brand orientation in fundraising managers. It compares, for instance, managers with high and low levels of brand orientation in terms of their ability to raise voluntary and/or statutory income; examines their use of visual, scripted and behavioural brand communicators; explores the use of charity brand status to fulfil organisational objectives; and assesses their influence on the current and future direction of their charity as a brand. The study will provide significant strategic guidance to charity managers on the nature of brand orientation in charity organisations. consequences associated with adopting a brand orientation in such organisations, and the academic and job history of charity managers. The second study seeks to develop a measure of brand orientation using a battery of scaled items/questions with which fundraising managers were invited to agree or disagree. An exploratory factor analysis determines the number of dimensions underlying the brand orientation construct; subsequently, a multiple regression analysis estimates the extent to which these items could predict either a perceptual measure of brand orientation, a behavioural measure, or both.



.pdf

Full Research Report

Author: Hankinson Date: 10 March 2005 Full research report

Fundraisers : how brand-oriented do you need to be fill the charity coffers?

Author: P J S Hankinson Date: 29 June 2004 Conference paper/presentation

The internal brand in top 100 UK charities

Author: P J S Hankinson Date: 29 June 2004 Conference paper/presentation

The impact of brand orientation on managerial practice : a quantitative study of the UK's top 500 fundraising managers

Author: P J S Hankinson Date: 01 January 2002 Journal article

Brand orientation in the top 500 charities in the UK : What it is and whether it can be measured

Author: P J S Hankinson Date: 21 March 2001 Conference paper/presentation

Better branding leads to more charitable giving

Author: P J S Hankinson Date: 01 January 2001 Article (submitted)

Branded charities significantly better at raising voluntary income

Author: P J S Hankinson Date: 01 January 2001 Article (submitted)

Brands work to bring in the cash

Author: P J S Hankinson Date: 01 January 2001 Article (submitted)

Value of the brand

Author: P J S Hankinson Date: 01 January 2001 Article (submitted)

Brand orientation in the charity sector : a framework for discussion and research

Author: P J S Hankinson Date: 01 January 2001 Journal article

Brand orientation in the top 500 fundraising charities in the UK

Author: P J S Hankinson Date: 01 January 2001 Journal article

Brand orientation in charity organisations : qualitative research into key charity sectors

Author: P J S Hankinson Date: 01 January 2000 Journal article

Brand orientation amongst charity fundraisers in the top 500 UK charities : a quantitative analysis

Author: P J S Hankinson Date: 01 January 2000 Conference paper/presentation

Start date
31 March 2000
End date
31 December 2000
Grant holder
Dr Phillippa Hankinson
Grant amount
£9,121.78
Grant reference
R000223182
Discipline
Management and Business Studies
Grant type