St. Jude Children’s Research Hospital and Susan G. Komen for the Cure are the two most trusted nonprofit brand names in America, according to a new survey by Harris Interactive.
While St. Jude, in Memphis, placed first as the most-trusted nonprofit brands, ahead of No. 2 Komen, the organizations’ rankings were reversed in the category of brand equity, or overall brand value.
The survey also found that Komen, a Dallas group that raises money for breast-cancer research, is the charity to which people say they are most likely to donate money.
Harris Interactive, a market research firm, surveyed more than 19,000 U.S. consumers online in January, asking respondents about more than 1,100 brands. The study compiled results on which brands were most trusted by the public, which ranked highest in brand equity (or overall brand value), and asked which nonprofit brands were most likely to garner donations.
Read more about it at The Nonprofit Brand Institute
