New Report Values America’s 100 Leading Nonprofit Brands
In addition to the brand valuation, the study revealed a number of insights into the specific nonprofit issue sectors. For example, at a time when the nation faces an economic crisis and basic human needs are paramount, domestic social needs is the most valuable nonprofit sector. Ten domestic social needs nonprofits were included in the top quarter of the list. Other key sector findings include:
* A majority of the environmental/animal-related nonprofits ranked in the bottom half of the list and had similarly low brand rankings; however, environmental organizations also have the highest growth spikes in revenue of all nonprofits studied;
* The largest nonprofit sector is international needs, which accounts for 30 percent of the 100 organizations ranked; however, consumers consider this sector to be the least familiar and least relevant;
* The health and education/youth sectors are the most familiar and most relevant to consumers, yet many disease-specific nonprofits clustered indistinctly toward the center of the ranking; and,
* Health nonprofits are also the most likely to generate revenue from special events earning more than $1.8 billion from events alone.
“Today’s nonprofits are on par with the world’s leading companies – generating substantial revenue and competing for the attention of elusive consumers. To respond, they are increasingly taking a professional approach to managing their brands and ensuring they clearly communicate everything the organizations stand for,” says DaSilva. “A compelling brand is an invaluable tool in the arsenal to generate critical funds, secure rewarding corporate and government partnerships and appeal to consumers, employees and volunteers.”
For a complete copy of The Cone Nonprofit Power Brand 100 and a detailed methodology, please visit http://www.coneinc.com/nonprofitpowerbrand100 or contact Andrea List (firstname.lastname@example.org). Video commentary from Cone and quotes and video from many of the Top 10 Nonprofit Power Brands are also available.