Munich, Cologne january 2018
The book “Strategic Management of Humanitarian NGOs” describes in contributions the increasing professionalisation of humanitarian non-governmental organizations (often called non-profit organizations). It shows how powerful beliefs and modern corporate governance, how mission and management connect to effective and successful action – especially in humanitarian crises and disasters.
Our contribution “Non-Profit Branding” is about exactly this increasing professionalization in the area of branding. In the past, NGOs defined themselves from the self-conception of their social commitment, which did not need to further justify their right to exist. Today, they are concerned with stronger market orientation and a self-conception capable of communicating. Market and brand education has arrived after the product, material and services in the cultural and social services. Non-profit branding – branding in nonprofit organizations – has become a young discipline of marketing.
The 18 contributions combine – also critically and self-critically – to form an up-to-date overall picture of the strategic management of humanitarian NGOs.