Top Nonprofit Brands
Nonprofit curator Joanne Fritz at About.com recently did this write-up on the top nonprofit brands … at least as identified by the 2012 Harris Poll Equitrend Study.
The organizations in the survey were measured across a number of traits such as familiarity, intent to give, emotional appeal, volunteerism, etc. The top nonprofits are those that scored above average across most of the measurements.
Here are the top brands in several categories:
Youth — Girl Scouts of the USA
Animal Welfare — Best Friends Animal Society
Health — Stand Up To Cancer
Social Service — American Red Cross (some real heavy-hitters in this category)
Disability — Goodwill
International Aid — Food for the Poor
Environmental — Wildlife Conservation Society (the Harris study pointed out that organizations that work on these issues scored the lowest in brand equity, suggesting that they need to improve their communications.)
I’ll bet you can’t resist looking at the complete rankings of 87 nonprofit brands (this more complete list includes all brands, commercial and nonprofit, rated by Harris study)! Some interesting surprises.
Tom
Behavioral Science Q & A
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