• The YMCA of the USA’s brand is worth almost $6.4 billion, making it the nation’s most valuable nonprofit brand.
  
• The American Cancer Society is the single most relevant nonprofit among American consumers.
  
• The domestic social needs sector is the most valuable nonprofit sector in the nation.
  
• Yet, by not fully leveraging their powerful brands, some nonprofit organizations may be leaving millions of dollars in potential unearned revenue on the table.

Intrigued? Then check out Cone’s latest research – The Cone Nonprofit Power Brand 100 – released today. In collaboration with Intangible Business, Cone valued the brands of some of America’s leading social, environmental and animal organizations. We’re excited to share with you this first-of-its-kind research that explores the unique relationship between nonprofit brand image and financial performance, which culminates in the nation’s first complete list of the top 100 nonprofit brands.

On the Cone Research and Insights page, we share the complete list and accompanying report, as well as much more, including insightful commentary from the CEOs and executives of many of the Top 10 organizations (for a sneak peak at the Top 10 list, see below).

We’ll discuss the research in greater detail right here in the coming days, but first we encourage you to take a look. Feel free to share your thoughts with us here – we’re looking forward to a robust discussion around nonprofit brand value.

Comments

John Haydon	June 24, 2009 9:50 AM Great list, guys! Non-profits can enhance their brands by using blogs and social media: Increase visibility - Facebook, Blog, Twitter, LinkedIn, YouTube Provide more contact points for supporters Connect with supporters on their turf Turn cultists into spokespeople - Facebook Groups, Givezooks, Twitter, Blogs, Youtube Turn donors into fundraisers - Givezooks Provide useful content - Blog Increase SEO The key to success is not the tools, but how non-profits *use* these tools. Are they passionate? Are they creative? John
Casey Brennan	June 24, 2009 10:01 AM Thanks John - some great advice! Social media can help build strong brands, as you said, by increaing touch-points in relavent locations. It can also be an easy, low-cost way to engage donors, who can easily spread your cause message to their communities. #3 of "10 essentials for enhancing brand power" in the report is to modernize fundraising, and many of the NP Power Brands are doing this by moving fundraising online. Think Salvation Army Red Kettle Campaign, or AHA's Go Red for Women site. Both good examples of how to capture donor attention in locations where they are already engaged. -Casey Brennan Insights Coordinator Cone @CaseyB
Joe Waters	June 24, 2009 10:09 AM This is a very important ranking you've just completed because it's something that nonprofits don't think enough about, especially the smaller ones I work with. With a strong brand--that you know exists and are capable of leveraging--much is possible, but too often nonprofits view brand prowess as something that exists only in the for-profit world. Their shortsightedness is costly to their donors and their missions because it keeps them from reaching their true potential and maximizing giving opportunities, especially those involving cause marketing. Cone's Power Brand 100 is a step in the right direction. It shows nonprofits that not all NPOs are equal, nor should they want to be.

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