Title

Doing a Lot with a Little: Branding and Public Relations for Small Nonprofit Organizations Doing a Lot with a Little: Branding and Public Relations for Small Nonprofit Organizations

Date of Award

6-1-2014

Document Type

Capstone Project

Disciplines

Organiz. & Prof. Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Stephanie Blake

Keywords

Nonprofit; branding; public relations

Abstract

This paper explores the state of branding and public relations in small nonprofit organizations. In this study, bran refers to the full spectrum of an organization's identity (Vinjamuri 2004), and public relations encompasses actions nonprofits take to strengthen that brand through relationships with the community and the media. While research has been done on these topics, the focus has typically been on large organizations, without addressing the unique challenges faced by small nonprofits. This paper provides original research through interviews with seven small nonprofit leaders. Results reflect their views on obstacles and limitations faced by their organizations, and identifies best practices that can be emulated by others. These findings are incorporated into an applied project that accompanies this research.

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