Corporate brand management in a charity context: the internal communications challenge

Abstract

Purpose

The purpose of this paper was to investigate the practical issues and challenges faced when managing a corporate brand internally within a charity context from perspectives of both senior managers and grassroots volunteers.

Design/methodology/approach

An interpretive exploratory approach was adopted, where emphasis was placed on giving voice to participants considered as knowledge agents. Data collection methods included a combination of interviews and participatory observation. In-depth qualitative interviews were carried out with seven volunteers (including five branch chairs and one trustee) and five senior managers (chief executive officer [CEO], head of fundraising, national and regional directors and head of information and helplines). Participatory observations included visits in five branches as well as participation in two volunteer-targeted events.

Findings

Findings from this study revealed the complexities of managing a charity brand internally with several issues and challenges relating to internal communications. Also, three major themes emerged from insights gathered from both senior managers and volunteers, which are as follows: (1) internal brand clarity, (2) internal relational communications and (3) internal brand presence.

Originality/value

The key contribution of the paper lies in exploring the challenges of managing a corporate brand internally from both the perspectives of senior management and volunteers within a unique charity context. The study adds insights on the issues and tension faced by charities in managing their brands internally and provides a series of practical recommendations that might help charities in strengthening their brands from inside.

Citation

Ramjaun, T.A. (2021), "Corporate brand management in a charity context: the internal communications challenge", Corporate Communications: An International Journal, Vol. 26 No. 2, pp. 296-310. https://doi.org/10.1108/CCIJ-05-2020-0083