Abstract:
Lack of funding is one of the biggest challenges that South African NGOs currently face. In
an attempt to win over international donors and inevitably earn donations, South African
NGOs are starting to differentiate themselves through creating brands for their
organisations. The purpose of this research project was to determine the lessons or tools
used by successful international NGOs when it comes to building their brands and then to
determine the extent to which these lessons could be applied to local NGO’s. This
objective was achieved first through a content analysis, which uncovered particular
lessons or tools used by successful international NGOs when it comes to building their
brands. It then used a series of semi-structured interviews with a selection of NGO’s
operating within the Western Cape to determine the extent to which these lessons could
be applied to South African NGOs. From this research it was found that whilst local NGOs
can definitely take inspiration, advice and tactics from more successful international NGOs
when it comes to building their brands and equity, it is important for these organisations to
alter and implement these strategies to fit into the unique South African NGO context. This
implies that whilst local NGOs could definitely share and use the key underlying ideas of
international NGOs branding strategies, how and when they use them differs according to
their local and specific needs.
