Enhacing Brand Awareness in NGOs _ (CONASU Case Study in Tanzania)

This study explored the magnitude of low brand awareness and low visibility in the CONASU organisation. The focus was on developing a mechanism to enhance CONASU's brand awareness and visibility in Tanzania. This was achieved through a mixed research methodology where both qualitative and quantitative data was collected and analysed, and the research findings presented. The researcher applied a critical review of literature guided by research questions which formed the foundation for the field research. The researcher used questionnaires and interviews to collect data from the research samples which included clients and potential stakeholders from the community, academic institutions, non-profit organisations, and government agencies. A total of 112 questionnaires and 33 participants in interviews were used. The findings from both questionnaires and interviews revealed that CONASU lacks a mechanism for enhancing brand awareness and visibility and, as a result, it suffers from inadequate clients and potential stakeholders accessing its services.