Success for modern nonprofit organisations in a competitive world relies upon not just effective external marketing, but good internal marketing to build a culture that underpins marketing orientation and maximises efficient use of marketing resources. This chapter focuses on contemporary academic research and the latest thinking on internal marketing and branding in nonprofits and combines this theory with practice through clear examples. Challenges of internal marketing, brand orientation and the role of internal structure are explicitly examined. A case study based on a well-known nonprofit music festival in Finland is explored and analysed to illustrate how the discussed internal marketing and branding theory inform good practice. Implications for practice are detailed