My Research Blog- The Quest to Conquer: The extraordinary Journey of one MA Media-student to miraculously Pass the Advanced Media Methodology Course


   Post 1:   Short reflection on Research Topic

From Charity Organization to Charity Brand:  Qualitative Research into the Importance of Brand Orientation in the Charity Sector


The question this study tries to answer is whether non-profit organizations (such as The Institute for the Blind, the SPCA, etc.) accept the theory, practice and effective implementation of branding, and whether or not they regard it as strategically important to endorse the conversion from charity organization to strong charity brand.  An organization that centres around the brand in this way can be described as brand-oriented. “This organization thus recognizes the value of the brand and takes the brand as starting point in all its actions, ranging from communication with all stakeholders to distributing the responsibilities concerning the brand” (Kooiman, 2010).  

The study aims to ultimately explore, through the use of exploratory and qualitative research (in-depth interviews, focus groups), the level of brand orientation in specific charity organizations, where brand orientation refers to the extent to which the organization regards itself as a ‘brand.’   Usually, exploratory research provides a greater understanding of a concept and idea, or crystallizes a problem, rather than providing precise measurement of a problem.  According to Zikmund (2003:111), “the focus of such qualitative research is not on numbers but on words and observations: stories, visual portrayals, meaningful characterizations, interpretations, and other expressive descriptions.”  The research that will be conducted would thus strive to further more explore how a charity organization is perceived by the public and specifically by those consumers wanting to take part in donating practices, and how the strength of the organization’s brand impacts on and influences their donating behaviour.  The primary purpose of the study therefore is to determine whether or not the chosen charities, if not already, are able to make the shift from being a charity organization to becoming a competitive charity brand in the non-profit sector.

Research needs to be done to determine the set dimensions which influence the donor choice process between competing charities in the charity sector and thus the role an effective brand-orientated approach plays in this process.  Non-profit organizations are usually well defined in terms of their target market or target donor segment, but the question this study would aim to address is whether marketing managers understand donor’s expectations of a strong charity brand and the influence the lack thereof has on their donating behaviour.  The Research Report compiled afterwards will therefore serve as a window into the complex and extraordinary world of the non-profit sector, and the major role that brand orientation plays in this sector as a response to this increasingly competitive environment.  



Kooiman, N. 2010. The success of ideals [Online]. Available: [2012, February 16].

Zikmund, W.G. & Babin, B.J. 2008.  Exploring Marketing Research. Louisiana: South-Western Cengage Learning.


About kieks

Who am I...? well, firstly, at 22 it's still not so easy to answer this supposedly simple question. I'm a different person today than I was a year, or even 6 months ago. Maybe tomorrow I fall in love, meet a new friend, be part of a miracle, experience a tradegy or listen to an inspirational song and see things differently than I do today... But at this moment in time, in a nutshell I would say that I'm completely content. What can you say about yourself that would make you more special, or any different than the person sitting next to you, except for your height, hair colour and shoe size..what makes ME different? extraordinary? unusual? exceptional? The answer lies deep, deep down to the furthest and yet unreached bottom of my soul - a place still waiting to be fully discovered, explored and exploited... the quest to find that piece of extraodinariness is a long and tough yourney of its own, for some (better) days the answer floats up to the surface and glows for a while in the life's sunlight...other days that same glistering confidence of yesterday seems to sink away to a place where it's light is almost impossible to see...About myself? Who am I? I am the girl who, inspite of stormy seas, believes that, by letting your extraordinariness float on the surface you see the light reflect on the faces of those who look at you...

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s