The 2012 Harris Poll Non-Profit EquiTrend (EQ) study measures the brand
health of 87 non-profit brands across seven important categories, including
Youth Interest, Animal Welfare, Health, Social Service, Disability,
International Aid, and Environmental. Harris Poll EquiTrend provides the insight
our communities, corporate sponsors, and non-profit organizations require to
make informed decisions about donations and overall support.
Girl Scouts Celebrates 100th Anniversary with Brand of the Year Accolade
It is a big year for Girl Scouts of the USA as it celebrates its 100th
anniversary and the 2012 Harris Poll EquiTrend Youth Interest Non-Profit Brand
of the Year accolade.
Just behind the American Red Cross as the second most familiar non-profit
organization overall, Girl Scouts of the USA has seen a steady improvement in
its brand equity score since first appearing in the Harris Poll EquiTrend study
in 2009. A strong Emotional Connection score, which is a necessary element for
every non-profit, is one of the main reasons this girl-centric organization has
risen to the top.
"The organization has a lot to be proud of in this celebratory year, and this
recognition is one more affirmation from the American public that the Girl
Scouts are a valued member of our society," says Dana Markow, Vice President of
Youth & Education Research at Harris Interactive.
Reading is Fundamental (RIF) and Junior Achievement are the other
youth-focused non-profits that rank above the category average.
Best Friends Animal Society is Animal Welfare Brand of the Year
Best Friends Animal Society is the top-ranked animal welfare non-profit in
the Harris Poll EquiTrend study for the second year in a row. Not only is this a
consecutive accolade for Best Friends Animal Society, but the Utah-based
sanctuary for abused and abandoned animals also earns the highest score among
all non-profits in the 2012 study--reflecting many Americans' commitment to and
respect for animals.
Although not as well-known as The Humane Society of the United States--which
is the second-ranked non-profit in this category--consumers feel strongly about
Best Friends; this powerful sentiment earns the organization top scores for
Quality and Donation Intention and helps it outpace other organizations which
compete for America's donation dollars in the 2012 Harris Poll EquiTrend study.
American Society for the Prevention of Cruelty to Animals (ASPCA), which is
credited as being the United States' first humane organization, scores slightly
behind The Humane Society, and completes the list of animal welfare non-profits
ranking above the category average.
Stand Up To Cancer Stands Proud
Among the seven distinct non-profit industry groups, the health category is
the largest and has the highest category average, an indication that these
brands generally score better than other non-profit groups measured. These
health-centric organizations make up one of the most competitive non-profit
categories, and their causes carry weight among the general public.
Stand Up To Cancer, which is a charitable program of the Entertainment
Industry Foundation, was first measured in the Harris Poll EquiTrend study in
2011. One year later, it enjoys one of the strongest Donation Intention scores,
and has become the 2012 Harris Poll EquiTrend Health Non-Profit Brand of the
Year.
Notably, of the fourteen brands that rank above category average, five
specifically focus on eradicating cancer: Stand Up To Cancer, American Cancer
Society, Breast Cancer Research Foundation, Leukemia & Lymphoma Society, and
The Hole in the Wall Gang Camp.
Make-A-Wish Foundation, which secures second place, is the only wish-granting
organization to post an above-average equity score, while Alzheimer's
Association is the only mental health organization to rank above the category
average. The other health non-profits that rank above the category average are:
American Heart Association, American Diabetes Association, Juvenile Diabetes
Research Foundation International, National Multiple Sclerosis Society, American
Lung Association, Muscular Dystrophy Association, and National Kidney
Foundation.
The American Red Cross Is Recognized by Consumers
Through its good works and strong branding, volunteer-led humanitarian
organization, American Red Cross, has earned the Harris Poll EquiTrend
Non-Profit Social Service Brand of the Year accolade.
"Everyone knows American Red Cross and has great respect for the
organization. It's the kind of organization you are thankful is working to
provide so many needed and important services," says Michele Salomon, Senior
Director of Public Affairs and Policy Research at Harris interactive. "Americans
give the organization high marks for Familiarity, Quality, and Donation
Intention."
Habitat for Humanity, the home building organization whose strong scores in
brand equity over the last few years are driven by growing Familiarity and
top-ranked Quality scores, lands only a fraction behind in second. Additionally,
Salvation Army and Feeding America rank above the average in the social service
category.
Goodwill among the Top Disability Non-Profits
Goodwill secures the 2012 Harris Poll EquiTrend Disability Non-Profit Brand
of the Year, with the highest Familiarity score within the disability category
and highest score for Donation Intention overall.
Further down in the rankings with above-average equity scores are three
autism-related non-profits, Autism Society, Autism Speaks, and National Autism
Association. With the Center for Disease Control reporting that the prevalence
of autism has risen to one in 88 births, it is not surprising to see multiple
autism-related non-profits ranking above the category average. However, with
such similar equity scores, it appears that general consumers do not see
significant diversification in the organizations that seek to raise awareness
about the disability.
Special Olympics, March of Dimes, and National Down Syndrome Society also
rank above the category average.
Food for the Poor Named International Aid Brand of the Year
As a worldwide relief organization, Food for the Poor receives the 2012
Harris Poll EquiTrend International Aid Brand of the Year. Though scoring lower
in Familiarity than other non-profits in this category, strong Quality and
Donation Intention scores help propel Food for the Poor to the top-ranked spot.
Also performing well in this group is Doctors Without Borders/Medecins Sans
Frontieres (MSF), with a runner-up score that was similarly driven by Quality
and Donation Intention. Heifer International, which provides livestock to
families around the globe, also finished above the category average among
international aid organizations.
Wildlife Conservation Society Peaks as Top Environmental Non-Profit Brand
The Wildlife Conservation Society, which Americans recognize as an effective
protector of wildlife and wild lands, has earned the 2012 Harris Poll EquiTrend
Environmental Non-Profit Brand of the Year. Wildlife Conservation Society,
however, has the lowest equity score among top-ranked brands in the seven
non-profit categories, indicating that, in order to strengthen its viability as
a cause, the organization needs to increase efforts to communicate its
contributions to conservation efforts as well as the value of the natural world,
with the environmental group as a whole having the lowest non-profit category
average among the non-profit categories.
The other environmental non-profits scoring above category average are World
Wildlife Fund, National Wildlife Federation, Nature Conservancy, National
Audubon Society, and National Resources Defense Council (NRDC).
About Harris Poll EquiTrend
Harris Poll EquiTrend® is a leading Brand Equity tracking study conducted by
Harris Interactive that measures and compares brand health for more than 1,500
brands. The study was conducted online from January 31 through February 20, 2012
and analyzes the responses of over 38,500 consumers on key measures of brand
health - including how well the public knows a brand, how positively they think
of the brand, and their consideration to do business with or donate to a brand.
Each brand is rated 1,000 times among respondents who are familiar with the
brand. Harris Interactive has conducted its EquiTrend study regularly since
1989, and can offer yearly trended data from 2005. The Equity Score, a key
take-away from EquiTrend, has been validated against financial performance by
Georgetown University.
These statements conform to the principles of disclosure of the National
Council on Public Polls.
The Harris Poll EquiTrend® study results disclosed in this release may not be
used for advertising, marketing or promotional purposes without the prior
written consent of Harris Interactive.
Product and brand names are trademarks or registered trademarks of their
respective owners.
For a complete listing of all the brands covered in the study, contact
Corporate Communications at 212-539-9600 or press@harrisinteractive.net.
About Harris Interactive
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