Consumers Pick Top Nonprofit Brands

Girl Scouts of the USA, Mercy Corps, and the Special Olympics were among the top charity brands that consumer can identify, according to results of the latest Harris Poll EquiTrend Brands of the Year ratings. The annual study measures brand equity and health among the nation’s most popular companies and nonprofits.

The rankings are based on three simple questions: How well an individual knows the entity; What they think of it; and, whether they want to interact with it.

EquiTrend, conducted since 1989, is based on a sample of more than 100,000 U.S. consumers ages 15 and older surveyed online, each asked to rate 40 randomly selected brands from a pool of 3,000 — each brand receiving approximately 1,000 ratings.

The 2017 EquiTrend study divided nonprofits into seven subgroups. They, and the top performers in each, are:

Animal Welfare Organizations
American Society for the Prevention of Cruelty to Animals
Best Friends Animal Society
The Humane Society of the United States
Disability Organizations
Special Olympics
Unified Sports
The American Association of People with Disabilities
Environmental Organizations
Natural Resource Defense Council
National Wildlife Federation
The Nature Conservancy
Health Organizations
St. Jude Children’s Research Hospital
Shriners Hospitals for Children
International Aid Organizations
Mercy Corps
Food for the Poor
Free the Children
Social Services Organizations
American Red Cross
Habitat for Humanity
The Salvation Army
Youth Organizations
Girls Scouts of the USA
Reading is Fundamental
Boys & Girls Clubs of America

For a complete listing of how nonprofits ranked, and other survey findings, visit: http://www.theharrispoll.com/equitrend-rankings/2017.