Reflections on Brand Image: The Influence of Donor Ideal and Perceived Charity Brand Congruence on Charitable Giving

Elizabeth Crisp Crawford^1,2*Jeremy Jay Jackson^1,2

• ¹Broadwell College of Business and Economics, Fayetteville State University, Fayetteville, United States
• ²Fayetteville State University, Fayetteville, United States

Abstract Nonprofit branding in today's digital and social media landscape is increasingly shaped by active audience participation, rather than solely by messaging from the organization. This study investigates how donors' perceptions of congruence between their ideal and actual charities, measured as donor–brand congruence, influence the amount of charitable giving. Using a survey based on Aaker's (1997) Brand Personality Scale, participants evaluated both their actual and ideal charities across 15 facets within five brand personality dimensions, including Sincerity, Excitement, Competence, Sophistication, and Ruggedness. Participants also provided demographic data, personality traits, and annual donation amounts. The findings reveal that donors perceiving a match between their ideal and actual charity brands self-report more financial contributions. Additionally, age and emotional stability correlated with greater perceived congruence. The results suggest that forming a match between a nonprofit's actual brand and the audience's ideal brand can be essential for creating nonprofit brand identities that resonate within a hyper-personalized (tailored to individual preferences), polycentric (influenced by many actors) communications environment. By encouraging donor input and discovering their aspirational values, nonprofits can cultivate authentic connections, strengthen loyalty, and encourage word-of-mouth advocacy for their cause.