A new report has just been released that indicates the power of the 100 top brands in the American nonprofit world.
Combined Jewish Philanthropies of Boston is 69.
from the press release:
The YMCA of the USA’s brand is worth almost $6.4 billion, making it the nation’s most valuable nonprofit brand, according to The Cone Nonprofit Power Brand 100. This first-of-its-kind research explores the unique relationship between nonprofit brand image and financial performance and revealed some organizations may be leaving millions of dollars in potential unearned revenue on the table.
Cone, in collaboration with Intangible Business, developed the new brand valuation to provide nonprofits with the information and inspiration they need to make their brands work harder. Brands were valued based on five years of consolidated financial data and a nationally representative consumer perception survey, among several other metrics.
“Through this valuation, we want to help nonprofits better understand how to protect and evolve their brands to generate as much revenue as possible,” says Alison DaSilva, executive vice president of Knowledge Leadership and Insights, Cone. “Valuing their brands gives them a license to demonstrate to companies and other partners that there is an established and justified cost to aligning with their organization.”
The consumer survey also revealed a key takeaway for all nonprofits – say what you do. The results found nonprofits with a clear mission/issue in their titles (e.g., the National Cancer Coalition) have higher consumer perception rankings than organizations in the same sector whose names are more ambiguous (e.g., City of Hope).
update: corrected to indicate CJP of Boston is 69.