An exploration into the effects of internal branding on employee understanding and commitment to the charity brand. The aim is to identify a link between internal brand identity and brand image and to recognise the influence that employees have in communicating brand image to customers. To carry out the research, both quantitative and qualitative methods are used. A questionnaire survey was distributed to employees of not-for-profit organisations in order to gain an insight into their level of understanding and commitment. Interviews were held to establish the extent of internal branding practices undertaken by the charitable organisations. The findings indicate that internal branding strategies are practiced and have an effect on employee loyalty and commitment despite marketing as a function sometimes taking a back seat.