Nonprofits Do Well By Doing Good

The Harris Poll EquiTrend® study evaluates ‘brand equity’ to determine a brand’s overall strength. This year’s study was conducted online among 25,099 U.S. consumers ages 15 and over with a total of 1,273 brands rated in 53 different categories. According to, the survey shows that the nonprofit sector overall had steady improvement in brand equity among consumers since 2007.

In fact, many nonprofit organizations have demonstrated strong brand equity increases this past year, including the American Heart Association, American Diabetes Association, American Lung Association, Muscular Dystrophy Association, Habitat for Humanity, Feeding America, Leukemia & Lymphoma Society, March of Dimes and Girl Scouts of the USA.

The nonprofit sector has seen great gains all-around. The nonprofits that have had one or more years of score improvements that rise above the nonprofit industry average include Autism Speaks, Cystic Fibrosis Foundation, Juvenile Diabetes Research Foundation International, Children’s Miracle Network, World Vision, Easter Seals and Reading is Fundamental.

The national animal welfare organization Best Friends Animal Society was named by consumers as the 2011 Harris Poll EquiTrend® Non-Profit Brand of the Year. There were also some new animal-focused non-profits on the EquiTrend list, such as the Humane Society of the United States, Audubon, National Wildlife Federation, ASPCA and PETA.

The nonprofit sector was a stand-out in terms of brand equity in 2011, and the industry’s future looks good.

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