Brand awareness: A community perception of a nonprofit organisation

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.