Like in the commercial sector, the non-profit sector is increasingly pressured for efficiency. To meet the needs of beneficiaries of the causes they serve, some charities are merging as a way of gaining economies of scale and improve their brand image, and thus better or extend their stewardship to the causes. In so doing, these charities expect to further enhance their brand identity, and thus bring in even more donors. The present work discusses the role of branding in attracting new donors to a merged charity. The aim of the research is to assess donors' perception of this major British cancer care charity's (CLIC Sargent) brand name after merger. The study also seeks to analyse the charity's donors' propensity to increasing or decreasing their donations to the charity, following the merger.