The Influence of Branding on Charity Advertising and Fundraising Effectiveness

Authors

DOI:

https://doi.org/10.20899/jpna.bw77r189

Keywords:

Fundraising, Charity advertising, Brand management, Nonprofit marketing

Abstract

In this paper, we describe a study designed to contribute to the stream of research on nonprofit brand-related topics.  Specifically, we develop and test a conceptual model to add to our knowledge of the influences of brand familiarity, brand remarkability, and brand attitudes on audience support intentions (donation intentions, word-of-mouth intentions, and social network sharing intentions).  We also examined the moderation influences of perceived donor risk, value congruence, and evoked sympathy.  A sample of 266 individuals completed an online questionnaire.  Data were analyzed using PLS-SEM.  We found that brand familiarity’s influence on audience support intentions was fully mediated by brand attitudes and moderated by brand remarkability.  We also found that brand attitudes’ influence on social network sharing intentions was moderated by perceived donor risk.  Additional findings are presented.  Theoretical and managerial implications are discussed.

Author Biographies

  • Ljiljana Najev Čačija , University of Split

    Ljiljana Najev Čačija is an Associate Professor of Marketing at the Faculty of Economics, Business and Tourism, University of Split, Croatia. Her research focuses on nonprofit marketing, philanthropy, educational marketing, and social entrepreneurship.

  • Walter Wymer, University of Lethbridge

    Walter Wymer is a Professor of Marketing at the Dhillon School of Business, University of Lethbridge, Canada.  His research focuses on nonprofit marketing topics, philanthropy, and giving behaviour.

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Published

2026-01-26

Issue

Online First

Section

Research Articles

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How to Cite

The Influence of Branding on Charity Advertising and Fundraising Effectiveness. (2026). Journal of Public and Nonprofit Affairs. https://doi.org/10.20899/jpna.bw77r189