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时间:2021-09-07 13:00 来源: Essay代写

摘要:本文是澳洲留学生assignment范文,主要内容是解释非营利组织的基本概念,已经关于非营利组织的品牌相关理论。......

品牌与非营利组织-代写澳洲assignment

Branding and Not for Profit Organizations

 

一个组织,向受益的一组特定的人而不是只专注于利润,被称为“非营利组织”(NFP)。所赚取的利润不能给业主,只能用于组织企业,可以对未来有益的项目。NFP能赚钱但是有重新投资,它可以保留盈利的唯一原因是因为它有一个真正的需要一样,也许开始一个新项目或投资基础设施,为未来的风险。这是由法所提供的好处,可以直接或间接。国家联络点的力量在于它的解决社会问题和建立更强大的社会能力。

 

An organization that works towards the benefit of a particular group of people instead of solely concentrating on profits are termed as “Not for profit” (NFP) organizations. The profits earned cannot be given to the owners and can be only utilized for the organizational ventures which can be regarding future beneficial projects. NFP can make profits but it has to be invested back and the only reason it can retain the earning is because it has a genuine need to like maybe starting a new project or for investing in infrastructure for a future venture. The benefits that are provided by a NFP can be direct or indirect. The power of NFPs lie in its ability to solve societal problems and build stronger social communities. Added to that NFPs are usually quite lean and they have the ability to act independently without any outside influence or bureaucracy.

 

Focus of this study 本研究的重点

 

The focus of this study is to concentrate on the move from the branding approaches applied NFP organizations. Branding is not a one-time effort that is an iterative process that involves learning all the way. The ultimate result of any branding operation is the generation of huge dividends and an effective tool that aids in future investment options.

 

Types of NFP organizations NFP组织类型

 

NFPs can be divided into the following two categories:

 

Charities: Includes Public Benevolent Institutions (PBIs) and Health Promotion Charities (HPCs)

Other Non Profit Organizations include sports, recreational clubs and other community service groups

 

 

Stakeholders

 

The various stakeholders1 who would get affected by the branding operation are:

 

Non-profit leaders, who would gain new insights and apply practical approaches to organizational challenges.

Business leaders who would identify potential partners and propel any future work

Non-profit communication professionals to enhance their existing knowledge and look for inspiration for new ideas.

Board and volunteers to expand the choice of charities and their respective reach and ultimately strengthen their support and influence

What is branding?

 

The process of creating a unique name and name for a product in a customer’s mind through a consistent theme and campaigns is called branding. The main purpose of branding is to increase the brand equity and reputation which in turn would enhance brand loyalty1.

 

Role of branding in NFP organizations

 

Traditionally branding for NFPs was to done generate more donations but of late organizations have realized the potential of a good brand name which can directly translate into the sustenance options of an organization like:

 

Drive direction and improve performance: Branding for NFP articulates the mission and statement of the organization

Change perceptions and priorities: An NFP brand also fulfils the need for a personal connection with an issue or a cause

Strengthen a NFP capacity to attract and motivate volunteers: NFP brand would aid in attracting passionate people who would want to deliver or be part of something bigger and to a certain extent build a competitive edge. Though the role of a NFP is not to generate profits, they should be influential enough to attract new donations and spread the word about their organization and beliefs.

Garner relations with existing donors and supporters: It also helps in developing a deeper connection with the supporters and build credibility. It also helps in keeping an organization rock solid and in times of turbulence

The role of brand is intertwined with mission and strategy along with its alignment between an organization’s internal/external images2. There are four aspects that defines a NFP’s brand i.e. its structural integrity, the freedom it provides to its employees, its own personal set of ethics and its ability to work with other similar organizations.

 

Value proposition of NFP Brand NFP品牌价值主张

 

A NFP brand articulates what an organization stands for and what sets it apart from the others. Figure 1 shows the value proposition it offers:

 

Convinces the head by communicating the relevant and meaningful information. Effective NFPs explains what their organizations do better than the rest

Convinces the heart by putting a larger cause and outcomes they seek ahead of the organizational needs.

Engages the hands by encouraging the stakeholders to be completely involved in the organizational activities.

 

 

Figure 1: Value proposition of a NFP Brand

 

Traditional Brand Building 传统的品牌建设

 

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