| Summary: | The general aim of this study is to develop a better understanding of the relationships between non-governmental organisations (NGOs) and the private donators, focusing on the ethical dimension. The exact purpose is to explore to what extent ethic impacts the communication process between NGOs and the domestic contributors based on the brand management and the use of images in advertising. To reach this goal, the theoretical framework defines the main concepts of this purpose, and links them to create a communication process model. To test it, an exploratory study was led, and data were gathered through different methods both quantitative (questionnaire) and qualitative (interview and document-based research). The results of the data collection suggest the model of communication process is valid. Indeed, that confirms actually the expectation that ethic is at the roots of the relationships between public interest NGOs and domestic contributors but it does not have so much impact on the direct communication through the brand management and the advertising imagery implementation.
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