Brand and Purpose, Reasons for Giving

Brand and Purpose, Reasons for Giving

A recent research study by the Gallup organization explains why most people give to charitable organizations. The mission of the charity and its brand qualities lead the reasons. People research before they give. Key to their giving is the understanding that the charities actually demonstrate the work they claim to do. Having a brand reputation is also an essential part of the giving process. People need to believe in the brand.