The YMCA of the USA’s brand is worth almost $6.4 million, making it the nation’s most valuable nonprofit brand, according to The Cone Nonprofit Power Brand 100. This first-of-its-kind research report explores the unique relationship between nonprofit brand image and financial performance.
The survey uses brand image, 2007 revenue and potential for future growth to calculate brand value, a formulation similar to many for-profit valuations of brand, an intangible asset. Cone's goal, states the report, is to help orgs "understand how to protect and evolve their brands to generate as much revenue as possible," and "demonstrate to companies and other partners that there is an established and justified value and cost to working with them."
The top 10 are: YMCA, the Salvation Army, United Way of America, American Red Cross, Goodwill Industries, Catholic Charities USA, Habitat for Humanity International, American Cancer Society, The Arc of the United States, and Boys & Girls Clubs of America. What's surprising is that both Catholic Charities USA and The Arc of the United States are under most consumers' radar despite top 10 rankings for Power Brand and revenue.
What's crucial to know is that nonprofits that clearly identified their mission in their name performed best. For example, the National Cancer Coalition scores higher among consumers than City of Hope.
But if your organization name is not descriptive (and even if it is), add clarification with an 8-word-or-less tagline. Remember, the name and tagline always work together — a sum far greater than its individual parts. Learn more on taglines here
P. S. Don't forget to enter the 2009 Nonprofit Tagline Awards today. Over 850 entries already in!