E-branding provides non-profit organizations (NPOs) with new opportunities to communicate their missions, which is of paramount importance in a market segment that competes for donations and voluntary labor. Since successful e-branding is determined by both internal and external communication strategies, we developed a framework which explains the interdependency of these two factors in NPOs. Our findings are based on qualitative interview data and a website analysis of eleven Austrian NPOs. The NPOs' internal and external e-communication strategies are categorized into three successive levels each and combined in a two-dimensional grid, which shows how NPOs integrate their communication strategies.
Treiblmaier, Horst; Pollach, Irene; and Floh, Arne
"A Conceptual Framework for E-Branding Strategies in the Non-Profit Sector,"
Journal of International Technology and Information Management: Vol. 13
, Article 1.
Available at: http://scholarworks.lib.csusb.edu/jitim/vol13/iss3/1