Research On The Effects Of Nonprofit’s Brand Image On Individual Donors Loyalty

The2009central economic work conference stressed that in order to promoting theoptimization of economic structure, strengthening the power of economic development,adjusting the mode of economic growth and promoting the the harmonious developmentbetween economy and society, China should boost the safeguard of people’s livelihood andneeds. Then, livelihood issues become an important task for Chinese government inmaintaining the harmonious development between economy and society. Where, thenonprofit organizations play an crucial role in livelihood issues solving whichunfortunately have been seriously impeded by the funds lacking. How to effectively obtaintheir donation resources, especially how to attract individual donors and further increasethe donor loyalty have became one of the important issues and the new trend at present andin the future.This paper proposed research model and hypotheses based on the reviewed thenonprofit organization brand image, donors loyalty and other related research. Taking theindividual donors as the research object, this paper studied on their perception on the brandimage of nonprofit organizations. Then the study conducted a questionnaire survey,followed by the data collection which will been analyzed through a statistical software.Finally, the paper has verified the assumptions mode, discussed the final results and madefurther recommendations for the future research.Through the above research, the main results of this paper as following: based on thereliability and validity analysis, regression analysis and variance analysis in the effectivesample study, it is confirmed that the scale used in this study showed good reliability andvalidity and this study supported the theoretical model; For the direct effect, brand image todonor loyalty, lead to a direct positive effect; in the different donation environment, theimpact of nonprofit organizations’ brand image on donor loyalty are significantly different; compared with different types of organizations, the impact of nonprofit organizations’brand image on donor loyalty are significantly different. Therefore, The nonprofitorganization should strive to enhance the brand image, attract individual resources,improve individual donation loyalty. At the same time, it was beneficial to supplement andcomplete individual donation theory and also has far-reaching significance to promote thedevelopment of nonprofit organizations.