Abstract:

This research presents the study of factors related to Brand Equity and their relation in volunteer recruitment and retention for an educational NGO in Peru.  The factors that are taken into account to conduct this research are the ones analyzed by Faircloth (2005) who was the first author to apply the concept of Brand Equity to the nonprofit sector.  Data collection had a first qualitative stage (in-depth interview) that helped to develop the instrument for the quantitative stage (survey).  The main aim is to determine if each factor has an impact or influences on volunteer recruitment and retention.