Brand new : assessing the applicability of the recently published non-profit brand idea framework to the South African context : a case study of eight South African non-profit organisations.

Abstract

The increasing pressures on the non-profit sector, in particular reference to funding, has meant that many non-profits in South Africa are having to adapt to compete in a global funding market and to professionalise to align with funders’ demands. Many non-profits view their brand in a commercial light, primarily as a fundraising and marketing tool, however the Non-Profit Brand IDEA Model is a recently developed model that proposes a specific communication plan for brands in the non-profit sector. This model suggests that a strong brand can assist in achieving organisation impact, the ultimate goal of most non-profits. In addition, it proposes that the brand can be used to harness partnerships which alleviate the pressure for funding. As South Africa has a growing non-profit sector, this study assesses the applicability of the Non-Profit Brand IDEA framework in the South African context as it could provide a solution to the pressures facing this vital sector.