Explaining the necessity and role of visualizing the endowment and the endowment organization in the development of the endowment institution in Iran

In the present research, it was tried to understand the necessity and role of visualizing the endowment and the endowment organization in the development of the endowment institution in Iran. In terms of practical purpose, in terms of descriptive data collection and also in terms of data type, the current research uses qualitative method. The statistical population studied in this research consists of ۱۸ employees (managers, supervisors, assistants, experts) of the headquarters unit of the Awqaf Organization, who were selected using targeted and snowball sampling. The data collection method is in-depth and semi-structured interviews. Data analysis has been done using theme analysis and theme network. Based on the findings of the research and the analyzes performed according to the theme analysis, ۹۶ basic themes, ۸ organized themes, and ۱ comprehensive theme were presented. In examining the results of the dimensions affecting the necessity and role of the image of the endowment and the endowment organization in the development of the endowment institution in Iran (the consequences of improving the brand image in the endowment organization) it was identified as an overarching theme, progress in the field of internal branding in the organization (emphasis on the strength humane), involving members of the society in creating a culture of endowment, benefiting members of the society from the fruits and blessings of endowment in various social-economic-cultural fields, improving the performance and efficiency of the organization, providing a platform for increasing awareness of the organization among people, improving relations with audiences Government organizations and institutions, finding a special place in minds, playing a role in the field of advertising in virtual space were identified as organized themes, and each of the factors was fully explained in the form of basic themes.

Keywords:

: image management , brand image , promoting endowment , non-profit organizations , Awqaf and charity organization