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

Published online by Cambridge University Press:  27 February 2018

D. M. Abraham  and
Rita Walsh
D. M. Abraham
Affiliation:
RoyalAgricultural College, Cirencester
Rita Walsh
Affiliation:
RoyalAgricultural College, Cirencester
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Extract

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 Cross

  • International League for the Protection of Horses

  • Home of Rest for Horses

  • The Donkey Sanctuary

  • Redwings

  • Horse and Pony Protection Association

Whilst 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).

Type
Posters
Information
BSAP Occasional Publication , Volume 35: Applying Equine Science: Research into Business , 2006 , pp. 251 - 253
Copyright
Copyright © British Society of Animal Production 2006

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References

Charitiesdirect.com (2003) Top 500 charities [online] Available from http://www.charitiesdirect.com/ind_i000.asp [accessed on 25/04/ 03]Google Scholar
Peplow, E. (2003) Equine charities – as needy as you think? Horse and Hound 15th May 10–14 Google Scholar
Sargeant, A. & Lee, S. (2002) Improving public trust in the voluntary sector: An empirical analysis. International Journal of Nonprofit and Voluntary Sector Marketing Vol.7 No. 68–83 Google Scholar