The national animal welfare organization Best Friends Animal Society is recognized by consumers as the 2011 Harris Poll EquiTrend Non-Profit Brand of the Year. Best Friends received an EquiTrend rating of 71.6, compared to the non-profit industry average of 60.2.
Besides Best Friends Animal Society, animal-focused non-profits Humane Society of the United States (66.2) and ASPCA (64.3) scored higher than the non-profit average.
Susan G. Komen Slips from Top Spot
After suffering unfavorable press in 2010, last year’s highest ranked brand, Susan G. Komen for the Cure (see below), ranks second (70) with a decline in intention to donate. Susan G. Komen’s decline, coupled with an improvement in brand equity for last year’s second-ranked brand, St. Jude Children’s Research Hospital (tied with Shriners Hospitals for Children this year in third place with a 69.4 score), closes the gap between these two historic non-profit leaders.
Another non-profit that suffered several missteps in the past year, National Public Radio (NPR), also experienced a significant decline in scores and fell below the non-profit average score.
Hospitals Snare 4 Top 10 Spots
For 2011, several hospitals place in the top 10 non-profits. In addition to Shriners Hospital for Children and St. Jude Children’s Research Hospital tying for third place, Dana-Farber Cancer institute placed fourth with a score of 68.8, closely followed in fifth place by Memorial Sloan-Kettering Cancer Center, which scored 68.4.
The other non-profit brands that round out the top ten include the National Kidney Foundation (68.1), the New York Metropolitan Museum of Art (67.5), American Diabetes Association (67.2) and Goodwill (66.9).
Many Non-Profits Gain Brand Equity
Despite some negative publicity for a few higher profile non-profit organizations, Harris data shows the non-profit sector overall has continued to show improvement in brand equity among consumers since 2007. Several non-profit organizations have demonstrated strong brand equity gains this year, including the American Diabetes Association, American Heart Association, American Lung Association, Feeding America, Girl Scouts of the USA, Habitat for Humanity, Leukemia & Lymphoma Society, March of Dimes and Muscular Dystrophy Association.
Furthermore, several non-profits that have had one or more years of score improvements rose above the non-profit industry average, including: Autism Speaks, Children’s Miracle Network, Cystic Fibrosis Foundation, Easter Seals, Juvenile Diabetes Research Foundation International, Reading is Fundamental and World Vision.
Susan G. Komen, St. Jude’s Top Non-Profits of 2010
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 previous EquiTrend research from Harris Interactive. St. Jude’s Research Hospital was ranked first out of 1,151 brands across 402 categories for consumer trust. St. Jude’s had earned a #1 or #2 spot in trust for the prior four years.
Susan G Komen for the Cure, also in a top-rated trust spot for the previous three years, was rated second-most-trusted brand. In addition, Susan G. Komen for the Cure and St. Jude’s switched their most trusted rankings in the Top 10 Brand Equity rankings.
About the Data: This year’s Harris Poll EquiTrend study was conducted online among 25,099 U.S. consumers ages 15 and over between January 11 and 27, 2011. A total of 1,273 brands were rated in 53 separate categories. 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 over on the basis of age sex, education, race/ethnicity, region, and income, and data from respondents ages 18 and over were also weighted for their propensity to be online.