Senior managers in the voluntary sector feel they manage in a "qualitatively different" way from for-profit equivalents, new research has shown.
Respondents to the survey Internal Brand in the Top 100 Charities, a research project by Dr Philippa Hankinson of the University of Surrey, Roehampton, claimed that motivating staff in the charity sector was less of an issue than using existing motivation to best effect.
Phrases such as "being proud of what you do", "feeling the buzz", and "delivering with passion" were seen as illustrating the values of an internal brand which the for-profit sector found hard to emulate.
Voluntary sector senior managers regarded the "internal brand" as equal in importance to their group's external brand. But while the external brand was thought to be the province of the communications departments, the internal brand included fundamental principles and the spirit of the working environment.