Brand awareness: A community perception of a nonprofit organisation

Abstract

This study was proposed by the United Way of the Midlands to gather information about donors in an uncertain economic environment. Motivation for giving encompasses altruistic and self-serving reasons. The brand is viewed as a ‘boomer’ brand, which is ageing and will soon be replaced by Generation X, Generation Y and the Millennials. These younger cohorts need to be understood and targeted for the long-range sustainability of the United Way. Engaging these potential donors will entail different forms of media. The researchers gathered qualitative data from three focus groups: upper-level managers of corporations that sponsor in-house United Way campaigns; donors to corporate campaigns; and non-donors to the United Way. When the personal needs of donors are recognised and addressed, charitable giving continues. The attrition rate for the first three months of a campaign sets the pattern for attrition throughout the campaign. Individual donors seem to be less sensitive to personal income changes and charitable giving than do corporate donors. Individual non-donors are more likely to donate useful goods and services than individual or corporate donors. There is a positive relationship between income and the amount given. Fourteen recommendations for acquiring new donors and retaining current donors are given.