New Report Values America’s 100 Leading Nonprofit Brands
The American Cancer Society stood out with the strongest brand image due in large part to its standing as the single most relevant nonprofit organization among consumers. In addition to many of the Top 10, other organizations who swept the brand image chart included:
* American Heart Association – No. 7 Brand Image (Power Brand 100 Rank: 12)
* Special Olympics – No. 8 Brand Image (Power Brand 100 Rank: 58)
* Make-A-Wish Foundation of America – No. 9 Brand Image (Power Brand 100 Rank: 35)
* The Humane Society of the United States – No. 10 Brand Image (Power Brand 100 Rank: 55)
The consumer survey also revealed a key takeaway for all nonprofits – say what you do. The results found nonprofits with a clear mission/issue in their titles (e.g., the National Cancer Coalition) have higher consumer perception rankings than organizations in the same sector whose names are more ambiguous (e.g., City of Hope).
By examining both a nonprofit’s image and its revenue, the research also uncovered a disconnect between some organizations’ brands and their financial performance. When either significantly outperforms or lags the other, it is an indication that there is unmet opportunity left on the table, in some cases millions of dollars in potential revenue.
Several leading nonprofits – including The Humane Society, Special Olympics and Make-A-Wish Foundation of America – may not sufficiently be leveraging their strong brand images to generate greater revenues. Conversely, some organizations, such as Catholic Charities and The Arc of the United States, have substantial revenues, but inconsistently low brand images, which may indicate they have occasion to grow their appeal to broader or more diverse audiences.
“The goal of a brand valuation is to determine the amount of money a brand contributes to a nonprofit’s revenue,” explains William Grobel, international business valuation director for nonprofits, Intangible Business. “This critical synergy between an organization’s financial performance and its brand plays a significant role in generating additional funds to put toward mission services.”