New Report Values America’s 100 Leading Nonprofit Brands
BOSTON, June 24, 2009 — The YMCA of the USA’s brand is worth almost $6.4 billion, making it the nation’s most valuable nonprofit brand, according to The Cone Nonprofit Power Brand 100. This first-of-its-kind research explores the unique relationship between nonprofit brand image and financial performance and revealed some organizations may be leaving millions of dollars in potential unearned revenue on the table.
Cone, in collaboration with Intangible Business, developed the new brand valuation to provide nonprofits with the information and inspiration they need to make their brands work harder. Brands were valued based on five years of consolidated financial data and a nationally representative consumer perception survey, among several other metrics.
“Through this valuation, we want to help nonprofits better understand how to protect and evolve their brands to generate as much revenue as possible,” says Alison DaSilva, executive vice president of Knowledge Leadership and Insights, Cone. “Valuing their brands gives them a license to demonstrate to companies and other partners that there is an established and justified cost to aligning with their organization.”
The Top 10
The Top 10 Nonprofit Power Brands are a Who’s Who of some of America’s most beloved and recognizable organizations; of these, six are domestic social needs organizations with long legacies of service and touch points in communities across the country. The two surprise findings on the list are Catholic Charities USA and The Arc of the United States, which despite being multibillion-dollar organizations, have significantly lower brand image rankings than their peers in the Top 10.
As a crucial component of the valuation, Cone conducted a proprietary national survey of 1,000 American adults to gauge the familiarity and personal relevance of each organization. These results, combined with other perception factors, including media coverage and the percent of revenue from direct public support, reveal the “brand image” of each organization.