E-branding provides non-profit organizations (NPOs) with new opportunities to communicate
their missions and to build trust among their stakeholder groups, which is of paramount
importance in a market segment that competes for donations and voluntary labour.
Assuming that successful e-branding is determined by both internal and external
communication strategies, we sought to develop a framework which explains the
interdependency of these two factors in NPOs. Our findings are based on a study conducted …