“Award Winning” Nonprofit Brands
Brands can create significant connections with consumers and donors.
Each year the Harris Poll conducts a benchmark study to determine how deep those bonds go. Then, in a variety of 18 categories including airlines, hotels, banks, rental cars — and yes, nonprofits — they honor the highest ranked brands in each award category.
The Harris folks proclaim, “the stronger the brand, the greater the bond.”
In my experience and in Commitment Studies conducted by DonorVoice, just how much the strength of the brand figures into overall commitment and loyalty of a donor varies from one organizations to another. For most organizations, a combination of brand and positioning is an important factor.
But, don’t get me wrong. I’m not recommending you run out, hire some fast-talking, slick branding agency and change your brand/logo/positioning.
That’s a sure route to disaster. And I’m constantly amazed at how suicidal some CEOs and Boards can be when it comes to ‘changing’ or ‘improving’ brands.
At any rate, here’s a sampling brand rankings in various nonprofit sectors from the 2017 Harris Poll of brand rankings.
You can check out other nonprofit and commercial sectors here.
Roger
Behavioral Science Q & A
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