In the realm of non-profit organizations, the construction of a robust brand image is paramount. This serves as a crucial tool in fostering donation intentions and bolstering organizational credibility. Studies indicate several key factors that play pivotal roles in shaping the brand image of non-profit entities:

Dynamism: Non-profit organizations that exhibit dynamism, characterized by innovative strategies and a commitment to continuous development, tend to evoke positive brand perceptions. Research by Huang and Ku (2016) underscores the correlation between organizational dynamism and donation intentions, highlighting the importance of forward-thinking approaches in fostering donor trust and engagement.

Credibility: With the proliferation of non-profit organizations, building trust has become increasingly essential. Organizations that prioritize transparency, reliability, and ethical conduct are better positioned to garner support and make a lasting impact. As noted by Kylander and Stone (2011), credibility serves as a cornerstone of brand image, instilling confidence among donors and mitigating perceived risks associated with donations.

Usefulness: Perceptions of usefulness and societal benefit significantly influence brand image in the non-profit sector. Organizations that demonstrate a genuine commitment to addressing societal needs and delivering tangible benefits are viewed favourably by stakeholders. Michel and Rieunier (2012) identify efficiency, benevolence, and valence as key dimensions of usefulness, emphasizing the positive correlation between utility and brand image.

Efficiency: Efficient resource allocation and sound management practices are essential for building a positive brand image. Organizations that optimize their operations and demonstrate prudent stewardship of resources inspire confidence and credibility. According to Kylander and Stone (2011), efficiency not only enhances organizational effectiveness but also facilitates decision-making and fosters stakeholder trust.

Effectiveness: Non-profit organizations that prioritize effectiveness, characterized by generosity, warmth, and friendliness, cultivate strong brand perceptions. Michel and Rieunier (2012) associate effectiveness with qualities that enhance organizational appeal and contribute to a positive brand image.

Ethicality: Upholding ethical standards and aligning with societal values are imperative for fostering a positive brand image in the non-profit sector. Ethical conduct, as highlighted by Sargeant et al. (2008), plays a pivotal role in shaping perceptions of organizational integrity and social responsibility. In conclusion, the brand image of non-profit organizations hinges on a multifaceted interplay of dynamism, credibility, usefulness, efficiency, effectiveness, and ethicality. By prioritizing these factors and adhering to core organizational values, non-profits can cultivate enduring relationships with stakeholders and drive meaningful impact in their communities.