This study aimed to design a conceptual model of driving factors in the branding process of non-profit schools in Iran. To achieve this purpose, a qualitative approach was employed through a two-phase process. In the first step, using the method of theoretical synthesis, publications from 2010 to 2025 were identified, reviewed, and analyzed, ultimately leading to the extraction of an initial conceptual model. In the second step, to enrich, complete, and validate the initial model, a qualitative survey method was utilized. The data collection tool in this phase consisted of semi-structured interviews conducted with 13 experts. These individuals were selected through purposive sampling of maximum diversity. Finally, combining the findings from the two meta-synthesis steps and the qualitative survey led to a final conceptual model. This model provides an overview of the key factors in the branding process of Iranian non-profit schools. It consists of four main categories: perceptual factors, structural factors, process factors, and environmental factors. Compared to the initial model from the meta-synthesis, the qualitative survey findings introduced two new dimensions: process factors and environmental factors. These reflect the views of non-profit school stakeholders. In summary, the conceptual model can serve as a practical tool for developing strategies to attract, retain, and improve the reputation of non-profit schools. It’s important to note that none of the driving factors in this model can create a strong brand on their own. Successful branding requires a coordinated approach based on a clear understanding of stakeholders.