June 25, 2009
Analysis: Y.M.C.A., Salvation Army and United Way Have Most Valuable Brands in Nonprofit Field
An analysis by the marketing firm Cone LLC and Intangible Business, a British brand-valuation company, has concluded that the Y.M.C.A. has the most valuable brand in the nonprofit field, followed by the Salvation Army and the United Way of America.
The analysis used financial data, projected growth in revenues and a survey of 1,000 Americans to determine the top 100 most valuable nonprofit brand names among organizations providing social, environmental and animal-related services.
According to the New York Times, nonprofits have for some time now been making efforts to value their brand names. However, "the new analysis appears to be the first that applies the same method of measuring that value across many different nonprofits."
The Times continues:
The analysis spotted some interesting things. Environmental groups are the darlings of donors right now and their revenues are among the fastest growing in the sector — but their brand names scored lower values in the Cone research.
“They have spent a lot of time raising awareness of the issues through things like calls to action — put a brick in your toilet, turn out the lights — but not for their brands,” [said Alison DaSilva, executive vice president of Cone].
Conversely, she said, the Make-A-Wish Foundation enjoys widespread recognition, but its revenues do not reflect that. “They can capitalize on the brand recognition to increase revenues,” Ms. DaSilva said.
Rounding up the Top Ten are American Red Cross, Goodwill Industries International, Catholic Charities, Habitat for Humanity International, American Cancer Society, The Arc of the United States, and Boys & Girls Clubs of America.
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