Susan G. Komen for the Cure and St. Jude’s Research Hospital had the highest trust and brand equity ratings for non-profits among US consumers in 2010, according to new research from Harris Interactive.
St. Jude’s is Most Trusted
In the results of the latest Harris Interactive EquiTrend brand equity study, St. Jude’s Research Hospital was ranked first out of 1,151 brands across 402 categories for consumer trust. St. Jude’s has earned a #1 or #2 spot in trust for the past four years. Susan G Komen for the Cure, also in a top-rated trust spot for the last three years, was rated second-most-trusted brand. Other repeat finishers were Doctors without Borders and Habitat for Humanity, both placing in the top 10 among the most trusted non-profits for the fourth year in a row.
Two newcomers to the Top 10 most trusted brands were the Mayo Clinic & Cleveland Clinic, ranked #3 and #4, respectively. Harris Interactive analysts suggest the current healthcare debate and enhanced interest in the area of healthcare-related non-profit organizations helped propel these two institutions into the Top 10 for consumer trust.
Susan G. Komen Tops in Brand Equity
Susan G. Komen for the Cure and St. Jude’s switched their most trusted rankings in the Top 10 Brand Equity rankings. Seven of the brands ranked in the Top 10 for brand equity were also Top 10 finishers in trust. Overall brand equity score takes into account several different dimensions of each non-profit organization. These include elements such as familiarity, quality, and likelihood to donate.
Susan G. Komen, ACS Most Likely to Receive Donations
Consumers are most likely to donate to Susan G. Komen for the Cure for the second year in a row. Somewhat surprisingly, St. Jude’s came in third among non-profits most likely to receive a donation despite its top two finish in the other two categories. The American Cancer Society, which was not ranked among the top 10 most trusted brands and came in fifth for brand equity, is the second-most-likely non-profit to receive donations. Every non-profit ranked in the Top 10 for likelihood for donation also received a Top 10 ranking in at least one of the other two categories.
Charity Websites Play Key Role in Online Giving
Any non-profit seeking to maximize donations should have a strong web presence, according to a recent study commissioned by Convio. The study found that more than 63% of the 175 million online adult consumers in the US planned to use the internet to donate to charities of their choice during the 2009 holiday season, up from 51% in 2008. Total US non-profit donations were expected to top $4 billion during the 2009 holiday season.
About the Survey: The 2010 EquiTrend study was conducted online among 19,708 US consumers ages 15 and up between January 12-21, 2010. The total number of brands rated was 1,151. Each respondent was asked to rate a total of 60 randomly selected brands. Each brand received approximately 1,000 ratings. Data were weighted to be representative of the entire U.S. population of consumers ages 15 and up on the basis of age sex, education, race/ethnicity, region, and income; and data from respondents ages 18 and up were also weighted for their propensity to be online.