Corporate Identity in NPOs: Erwartungen und Herausforderungen am Beispiel des NÖLV für Erwachsenenschutz

Abstract

This bachelor thesis deals with the importance, perception and further development of corporate identity (CI) in the non-profit-sector. The aim is to investigate expectations of an effective corporate identity in non-profit organisations (NPOs) and to work out how this can contribute to internal identification and external positioning. The NPO Niederösterreichischer Landesverein für Erwachsenenschutz (NÖLV) serves as a concrete case study for an empirical investigation. The thesis is divided into a theoretical and an empirical part. In the theoretical part, central elements of corporate identity are presented and linked to the specific requirements and framework conditions of organisations in the NPO sector. In addition, the concept of rebranding is analysed in more detail, particularly regarding its relevance for NPOs that operate between value orientation, continuity and change. In the empirical part, a standardised online survey was conducted among NPO employees. The questionnaire included constructs to measure the perception of the current corporate identity and expectations of a possible rebranding. The analyses were carried out using descriptive and bivariate statistical methods. The results show, that a credibly perceived corporate identity has a positive influence on trust, identification and internal approval. The employees of the NÖLV surveyed, rated the current corporate identity positively overall. At the same time, a differentiated attitude towards rebranding is evident, particularly depending on characteristics such as age, length of service in the organisation and type of employment (full-time or voluntary). Younger employees as well as full-time employees in particular are open to changes to the external image, while people who have been in the organisation for many years are more likely to stick with the status quo. The thesis shows that a strategically developed and internally supported corporate identity is a key success factor for organisations in the NPO sector. This must be both consistently implemented and culturally anchored in order to have a long-term effect. The results provide valuable points of reference for NPOs that want to further develop their corporate identity or are considering rebranding. At the same time, they contribute to the scientific discussion at the intersection of marketing, organisational development and non-profit management.

Date of Award	2025
Original language	German (Austria)
Supervisor	Kathrin Lager (Supervisor)