The use of branding within the equine related charity sector and the implications of brand orientation

Abstract

The Charity Commission website lists in excess of 100 equine charities (Charity Commission, 2003) and this figure does not include those whose annual income is under £1,000. The size and nature of equine related charities varies enormously. In 2002 the top 6 equine charities (listed below) had a combined income of £40m and were responsible for rescuing approximately 600 horses, ponies and donkeys (Peplow, 2003).Blue CrossInternational League for the Protection of HorsesHome of Rest for HorsesThe Donkey SanctuaryRedwingsHorse and Pony Protection AssociationWhilst these larger charities have grown organically over the years, many smaller charities are failing to survive and are in some situations having to be ‘rescued’ themselves by their larger counterparts. The public, consisting of present and potential donors, are offered a vast choice of charities to support. Philanthropic behaviour has at best stagnated in recent years (Sargeant & Lee, 2002).