THE EFFECTS OF BRANDING FOR NON-PROFITABLE ORGANIZATIONS A CASE STUDY OF ‘DEBORAH FOUNDATION’

Abstract

This study was driven to contribute to a greater understanding and knowledge in the non-profit branding field of Ethiopia. More specifically the study illustrates the effect of Deborah foundation‘s branding attributes namely; brand positioning, visual identity and communication on families of youth with Down-syndrome. Data was collected from a total of 30 randomly selected families of youth with Down-syndrome in Addis Ababa using quantitative questionnaires. Additionally, semi-guided interviews were used to collect qualitative data from a total of 5 team members of Deborah foundation‘s management and a creative agency engaged in the development of the brand of Deborah foundation. The research used quantitative analysis (descriptive, Pearson correlation, normality test, multiple regression) and qualitative analysis (semi-guided interviews, secondary resource review) to explore the relationship among the variables. The finding of the study indicates a strong relationship among the branding attributes and how the families of youth with Down-syndrome engage with Deborah foundation. Based on the research analysis, the study concludes that brands have the potential to provide significant long-run benefits to non-profit organizations in Ethiopia.