Gestión de Marca y Rendición de Cuentas de las Organizaciones no Gubernamentales (ONG)

Abstract

The great complexity of humanitarian situations and the geopolitical problems faced by today's society have led to the number and relevance of Non-Governmental Organizations (NGO).NGOs are a type of nonprofit organizations (NPOs) whose social objectives include humanitarian aid and social problems, freedom, justice and equal rights, and are mainly financed by private donations.The continued growth in the number of NGOs worldwide has led to increased competition in the sector to attract donations, associated with increased demand for NGO’ transparency and legitimacy from donors and the general public.Therefore, attracting and maintaining donations is one of the biggest challenges faced by NGO managers. Hence, the relevance of the NGO brand has gained more interest, both as a means of differentiation in an increasingly saturated environment, and to generate and strengthen the links of NGO with their donors and employees, based on the values that their brand represents.Although NGOs share with other nonprofit organizations the characteristic of being non-profit, they have certain peculiarities that will affect the way in which NGO build their brand equity. A greater demand for moral capital and ethical performance, the need for donors to feel identified with the social objectives of the organization, and the importance that trust in the NGO has in the intention to donate, are some of the relevant characteristics that influence the formation of the brand equity of the NGO...