Attracting donors to a charity and retaining continuous donations is one of the major concerns of a charity, because this largely affect the capacity of the charity to continue on their cause or to expand their cause. As the market for charitable donations have a large number of donors and charities, the way charities brand themselves is very crucial to receive donations. This work looks to question whether a charity can increase its donations by branding itself close to the ideal perception of a charity in the donor. The question was approached using a two-staged lease square regression model that shows that the congruence between ideal charity perception and the real charity brand is in fact plays a significant role in increasing charitable contributions by donors.