How can brands in the social sector migrate from a charity approach to a business-like orientation: a longitudinalcase study of the evolution of “Reklusa”, a Portuguese association that supports the reintegration of femaleinmates in society

Abstract

Many traditional non-profits organizations have been shifting its business model from a charity perspective to a business-like approach. Social enterprises - hybrid organizations that attain their social mission through the creation of their own sources of revenue - have emerged with the specific aim of becoming less dependent on external financial help and, consequently, achieving better their social ambitions. The evolution of the brand REKLUSA- a brand used by Associação Projecto Reklusa to sell bags and accessories produced by female inmates with the aim of supporting their reintegration in society- reflects this transition from a charity approach to a business-like orientation brand in the social sector. We developed a longitudinal qualitative case study in order to analyse the transformation of REKLUSA and consequently make branding and marketing recommendations to the new brand and to other organizations who intend to follow the same strategic path. Findings reveal that REKLUSA- since September 2016 renamed RECLUSA- migrated from a brand that most consumers were only buying “to help” to a fashion brand that sells premium quality bags that consumers buy mainly because they like the products.