Browsing by Subject "Nonprofit branding"

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Successful branding for nonprofit animal welfare organizations
(2009-12) Anselmi, Terese M.; Drumwright, Minette E.; Wilcox, Gary B.
This paper examines the marketing communication tactics necessary for a nonprofit animal welfare organization to conduct a successful branding campaign. Personal interviews, in-depth research, and visual demonstrations unveil the methods that are most effective for nonprofit organizations within this sector. Examples of ineffective branding and the resulting detrimental side effects are also explained. In contrast, a cohesive and consistently recognizable message in which a brand personality is evident increases the likelihood of long-term success. This research is meant to help current and future nonprofit animal welfare organizations develop an understanding of branding that will enhance their marketing communication efforts. In addition, this information can improve the welfare of the animals by helping to increase adoptions, volunteering, foster homes, donations/sponsorships and fundraisers.