A study on the relationship between online branding techniques and brand personality for nonprofit organizations

Internet usage has grown precipitously in the last decade, and the implications for marketing are deep and profound. Marketing and branding originated in the private sector as part of commercial companies' strategies, but marketing and branding are now part of nonprofit organizations' strategies to attract donors and volunteers. While Web sites and online social networking are becoming increasingly important for nonprofit organizations, the concept of brand personality is another powerful marketing technique that enhances nonprofit organizations' marketing strategies. This study examined the intersection of online branding, brand personalities, and nonprofit organizations, and assessed whether the presence of online branding techniques at a nonprofit's Web site is associated with a donor's perception of the nonprofit's personality. Using an online survey that respondents completed after viewing one of two Web sites for the same nonprofit organization---one possessing online branding techniques and the other devoid of them---the study showed that the presence of online branding techniques influences a respondent's view of the nonprofit organization's brand personality for integrity but not nurturance. This is significant as the role of integrity and trust in the virtual world is a fundamental part of building relationships between nonprofit organizations and their constituents. It may be the case that visual cues play a more important role in conveying the elements of integrity than they do for conveying elements associated with the nurturing brand personality. The results of the study demonstrated that online branding is significantly important for a nonprofit organization that is trying to portray itself as reliable, reputable, and honest.