Corporate Image and its Effects on Local Fundraising

Abstract

The purpose of this research was to examine if the image of an organization could have an effect on its fundraising activities and results. Using the case study method, the research focused on the Ethiopian Community Association of Atlanta (ECAA) which is a non profit, member based organization that depends on the financial support of the Ethiopian Community living in the metropolitan of Atlanta. To discover the effect of ECAA's image on fundraising results both quantitative and qualitative research methods were employed. Tools used for data collection were questionnaires distributed to the members of the Ethiopian Community. In depth interviews were conducted with leaders of businesses, trade associations, professional associations and churches, mosques, youth groups and women groups After collecting, analyzing, categorizing and tabulating the data, the key findings indicated that the perceived weak image of ECAA coupled with its inadequate communication and the community's habit of preferring to give to family rather than to non-profits were the main causes for the weak fundraising results. Based on this finding, the researcher has recommended the following ECAA should work on improving its communication with its constituents. This will improve its relationship with the Ethiopians in the diaspora. Effective communication will filter out the prevailing misconceptions which adversely affect its image, fundraising activities and membership promotions. ECAA should also set up an on-going fundraising program to raise friends and donors and should establish a database for the Ethiopian diaspora living in Atlanta.