The impact of brand orientation on managerial practice: a quantitative study of the UK's top 500 fundraising managers


  • Philippa Hankinson

    Corresponding author
    1. University of Surrey Roehampton, 80 Roehampton Lane, London SW15 5SL, UK
    • University of Surrey Roehampton, 80 Roehampton Lane, London SW15 5SL, UK
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    • Philippa Hankinsonis a senior lecturer in marketing at the University of Surrey Roehampton, with a special interest in brands and their management. Under her former name of Cowking she has co-authored ‘Branding in Action’ and ‘The Reality of Global Brands’ as well as writing several journal articles and conference papers in the UK and USA. She has now extended her research of brands into the nonprofit and voluntary sector where she acts as a consultant to charities, such as Amnesty International and Voluntary Service Overseas. She was formerly Research and Planning Director of Clarke Hooper Consulting working with brands such as Sony, Forte, Bell's and Gordon's.


This paper explores the impact of brand orientation on the managerial practices of fundraising managers in the top 500 UK charities and, in particular, on their ability to attract voluntary income. A series of hypotheses was tested including whether level of brand orientation is associated with different patterns of influence within charities, with the range and type of brand communicators used and with the extent to which organisational objectives are fulfilled. A key finding of the research was that high brand-oriented fundraising managers attract significantly more voluntary income than low brand-oriented fundraisers, but that level of brand orientation was not related to statutory income. Such findings are consistent with current theory and practice of branding in which a brand is perceived as a product or organisation plus, where the plus indicates a unique set of values which allows differentiation and hence, donor choice, within competitive environments. Copyright © 2002 Henry Stewart Publications