Nonprofits in jeopardy: Can better branding help?

This paper argues that non-profit organisations with a clear brand promise, a track record of delivering results and a well defined internal culture and purpose are more likely to flourish in a tough economy.

Nonprofits in jeopardy: Can better branding help?

Hayes Roth is chief marketing officer of Landor Associates.

“Financial crisis will kill nonprofits.”

So read a headline during the memorable fall of 2008—just one more piece of bad news underscoring the domino effect of a global market meltdown. Paul Light, professor of public service at New York University, predicted in this same article that “at least 100,000 nonprofits will be forced to close their doors in the next two years.”1

The shock waves in the nonprofit world are now in abundant evidence as charitable giving becomes an easy target for...

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