Tuesday, March 16, 2010

What are the most recognizable Nonprofit Brands?

I often meet new people and share that I work with the leadership of nonprofits. I am amazed at how often people ask “What is a nonprofit, can you give me an example?”. Now I have a great list. Each year, Harris Interactive releases the 2010 results of EquiTrend®, its renowned annual brand equity study that measures over 1,000 brands across 42 categories. Harris Interactive has been tracking consumers' awareness and perception of brands for over 20 years. A portion of this study focuses on an array of charitable non-profit brands, defined as charitable, member-based organizations with tax-exempt status. Harris Interactive's 2010 EquiTrend® report includes an overall Brand Equity score which takes into account several different dimensions of each non-profit organization. These include elements such as familiarity, quality, and likelihood to donate. While all of the top-rated organizations are household names, they are not necessarily just the largest non-profit organizations.

The top most trusted nonprofits this year include:

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