The Effects of Nonprofit Brand Personality and Self-Brand Congruity on Brand Relationships

Nonprofits are facing a competitive marketplace in which securing resources has become a key concern. Branding is an essential activity, which may help nonprofits form stronger relationships with their constituents. This study looks into the brand relationships (i.e., financial, time, and social/ recommending support) donors and volunteers have with a nonprofit organization. Different nonprofit brand personality dimensions ([@ref31]) are predicted to affect how individuals engage with nonprofits. After utilizing multivariate analysis of variances, survey data collected from a small nonprofit of 182 respondents indicates nurturance and sophistication brand personalities lead to one's willingness to volunteer time to a nonprofit organization. Nurturance and ruggedness dimensions affect an individual’s willingness to recommend the nonprofit organization. By assessing one's own personality with the nonprofit's personality (i.e., self-brand congruity), nurturance is a strong indicator of brand relationship engagement.