EXTENDING THE CONCEPT OF BRAND COMMUNITY:

BUILDING COMMITMENT IN THE CHARITY SECTOR

Derek N. Hassay

John Peloza

The current paper extends the concept of brand community to the charity sector. The charity sector has begun to embrace the relationship marketing paradigm and here the concept of brand community is a unique form of relationship marketing that is particularly compelling for nonprofits. Indeed, the paper reveals that many of the characteristics of a brand community already exist to some extent within the culture and/or fundraising efforts of charitable organizations. Research propositions concerning the influence of brand community upon donor and volunteer support of charities are developed, and ultimately used to introduce a conceptual model of brand community development.