It is never too late: the importance of branding in the nonprofit sector — Presentation Detail — Celebration of Scholars

Instructions

Student presentations must have a faculty sponsor.

Abstracts must include a title and a description of the research, scholarship, or creative work. The description should be 150-225 words in length and constructed in a format or style appropriate for the presenter’s discipline.

The following points should be addressed within the selected format or style for the abstract:

A clear statement of the problem or question you pursued, or the scholarly goal or creative theme achieved in your work.
A brief comment about the significance or uniqueness of the work.
A clear description of the methods used to achieve the purpose or goals for the work.
A statement of the conclusions, results, outcomes, or recommendations, or if the work is still in progress, the results you expect to report at the event.

Presenter photographs should be head and shoulder shots comparable to passport photos.

Additional Information

More information is available at carthage.edu/celebration-scholars/. The following are members of the Research, Scholarship, and Creativity Committee who are eager to listen to ideas and answer questions:

Jun Wang
Kim Instenes
John Kirk
Nora Nickels
Andrew Pustina
James Ripley

It is never too late: the importance of branding in the nonprofit sector

Name: Rebecca Baader
Major: Marketing, Public Relations, and Communication
Hometown: Durand, WI
Faculty Sponsor:
Other Sponsors:
Type of research: Senior thesis

Abstract

Branding has allowed many for-profit companies to establish a place in the minds of the consumers. This has resulted in greater brand loyalty, greater market share, and increased profits.

However, in the nonprofit sector, branding has been minimally used. The concept of branding creates a great opportunity for an organization to provide consumers with a clearer picture of what the organization is all about, and creates a greater support base for the organization.

This research describes a plan for nonprofit organizations to strengthen their brand image and positioning. It describes the foundations of for-profit branding, and analyzes nonprofit companies that have applied branding successfully to their organizations.

Findings were gathered from examining secondary research that included practitioner and academic articles, and an analysis of nonprofit branding tactics in various media, e.g. websites and direct marketing.

The outcome of this research suggests a plan and key issues that nonprofits could follow to develop a strong brand image and positioning.

Poster file