The Cone Nonprofit Power Brand 100

This report explores the relationship between nonprofit brand image and financial performance, identifying opportunities for unrealized potential income. This study is based on five years of consolidated financial data from nonprofits and a nationally representative consumer perception survey.

The Top 10 Nonprofit Power Brands include the YMCA of the USA, The Salvation Army, United Way of America, American Red Cross, Goodwill Industries International, Catholic Charities USA, Habitat for Humanity International, American Cancer Society, The Arc of the United States, and the Boys & Girls Clubs of America.

Based on a national survey of 1,000 U.S. adults to measure the familiarity and personal relevance of each organization in addition to other perception factors, Cone generated the “brand image” of each organization. The strongest brand image leader was the American Cancer Society; other top organizations in this category include the American Heart Association, Special Olympics, Make-A-Wish Foundation of America, and The Humane Society of the United States.

In examining a nonprofit’s image and its revenue, there is a disconnect between some organizations’ brands and financial performance. When one factor significantly outperforms the other, this is an indicate that there is unrealized opportunity for additional revenue.

Additional findings:

• The majority of environmental/animal-related nonprofits ranked at the bottom of the brand valuation list.
• The largest nonprofit sector is international needs (30% of the 100 nonprofits), although consumers are the least familiar with this group and consider it the least relevant.
• Health, education, and youth sectors are the most familiar and relevant to consumers.
• Health nonprofits are the most likely type to generate revenue from special events.