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Article 1
Charity Brand Personality: The Relationship with Giving Behavior. 
Sargeant, A., Ford, J., Hudson, J. (2008) 
Nonprofit and Voluntary Sector Quarterly, 37: 468-491.

Discussion Questions

• Define “brand” and discuss its importance to a nonprofit organization.
• What is “brand personality” and how does it differ from “brand”?
• Discuss “emotional engagement” and “performance” as they relate to a brand and describe how they can help distinguish individual charitable organizations from others.
• What impact did brand have on donors? How can a nonprofit organization increase its brand for greater appeal to donors?

Article 2 
Historical Milestones in the Emergence of Nonprofit Public Relations in the United States. 
Lee, M. (2011) 
Nonprofit and Voluntary Sector Quarterly, 40: 318-335.

Discussion Questions

• Define the term “public relations” and explain how it differs from marketing.
• Discuss the types of activities included in public relations for corporate and nonprofit organizations.
• What are some of the reasons nonprofit organizations engage in public relations?
• Describe the difference in public relations in the social service subsector from the early 1900s to the present.

Article 3 
Nonprofit Collaboration with Luxury Brands: Positive and Negative Effects for Cause-Related Marketing
Boenigk, S., Schuchardt, V. (2015) 
Nonprofit and Voluntary SectorQuarterly, 44(4): 708–733.

Discussion Questions

• Did the authors’ find the use of luxury brand partners to be beneficial for nonprofit organizations?
• What precautions did the authors recommend that nonprofit managers take prior to partnering with a luxury brand provider?

Article 4  
Twitter as a Communication Tool for Nonprofits: A Study of Sport-for-Development Organizations 
Svensson, P., Mahoney, T., Hambrick, M. (2015) 
Nonprofit and Voluntary SectorQuarterly, 44(6): 1086–1106.

Discussion Questions

• How did sport-for-development nonprofit organizations use Twitter to disseminate information?
• How did the authors’ suggest that nonprofit organization improve their use of Twitter as a communication tool?