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February 17; | University of Chicago researchers have released a study that might give nonprofits a reason to focus more on how they’re seen by the public. The authors of the study suggest that consumers rely on stereotyped perceptions of for-profits and nonprofits, wherein the latter are seen as “warmer” but “less competent.” Nonprofits that used sub-branding, endorsements, and sponsored events as strategies to boost their public image were more successful in this study, where success was designated in terms of “crucial marketplace behaviors, such as the likelihood of visiting a website and willingness to buy a product from the organization.”—James David Morgan