Building brand equity in the non-governmental sector - lessons learnt from successful international non-governmental organisations (NGOs) for South African NGO brands

Abstract

Lack of funding is one of the biggest challenges that South African NGOs currently face. In an attempt to win over international donors and inevitably earn donations, South African NGOs are starting to differentiate themselves through creating brands for their organisations. The purpose of this research project was to determine the lessons or tools used by successful international NGOs when it comes to building their brands and then to determine the extent to which these lessons could be applied to local NGO’s. This objective was achieved first through a content analysis, which uncovered particular lessons or tools used by successful international NGOs when it comes to building their brands. It then used a series of semi-structured interviews with a selection of NGO’s operating within the Western Cape to determine the extent to which these lessons could be applied to South African NGOs. From this research it was found that whilst local NGOs can definitely take inspiration, advice and tactics from more successful international NGOs when it comes to building their brands and equity, it is important for these organisations to alter and implement these strategies to fit into the unique South African NGO context. This implies that whilst local NGOs could definitely share and use the key underlying ideas of international NGOs branding strategies, how and when they use them differs according to their local and specific needs.