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It is interesting to note that these organizations are nearly a hundred years old (some even older), with the exception of Habitat which is 33 years old and ARC, which is 60 years old. During that time, there was less competition and these organizations’ missions were unique.
Today, there are approximately 950,000 nonprofit organizations registered in the United States, many with competing missions. It is more important than ever for nonprofits to establish strong brands in order to break through the clutter and attract donors and be successful as organizations.
Large organizations have the resources to maintain a strong brand presence, but smaller organizations can be successful by making managing their brand a strategic objective.
Ways to build a strong nonprofit brand include having:
– A clarity of mission. – A focus on impact achieved, not just services. – Consistency in delivering results. – Marketing that is donor- and member-centric, rather than organization-centric. – Contemporary, relevant design that engages donors. – Communications that respects members and donors and allows for two-way communications. – Brand guidelines and brand infrastructure to maintain your brand. – Staff and board act as brand ambassadors and can articulate the organization’s mission and impact. To learn more about building a successful nonrprofit brand, visit blog.redroostergroup.com and redroostergroup.co

The top nonprofit brands in the United States are recognizable names and were selected because of their size, strength of brand image, geographic reach, revenue, and propensity for growth, according to branding agency Cone. The Top Ten Nonprofits in the United States are:

  1. YMCA of the USA
  2. The Salvation Army
  3. United Way of America
  4. American Red Cross
  5. Goodwill Industries International
  6. Catholic Charities USA
  7. Habitat for Humanity International
  8. American Cancer Society
  9. The Arc of the United States
  10. Boys & Girls Club of America

It is interesting to note that these organizations are nearly a hundred years old (some even older), with the exception of Habitat which is 33 years old and ARC, which is 60 years old. During that time, there was less competition and these organizations’ missions were unique. Decades of exposure allowed these organizations to garner name recognition and goodwill.

Today, there are approximately 950,000 nonprofit organizations registered in the United States, many with competing missions. It is more important than ever for nonprofits to establish strong brands in order to break through the clutter and attract donors and be successful as organizations.

Large organizations have the resources to maintain a strong brand presence, but smaller organizations can be successful by making managing their brand a strategic objective.

Ways to build a strong nonprofit brand include having:

  • A clarity of mission.
  • A focus on impact achieved, not just services.
  • Consistency in delivering results.
  • Marketing that is donor- and member-centric, rather than organization-centric.
  • Contemporary, relevant design that engages donors.
  • Communication that respects members and donors and allows for two-way communication.
  • Brand guidelines and brand infrastructure to maintain your brand.
  • Staff and board act as brand ambassadors and can articulate the organization’s mission and impact.

WAKE UP CALL: Is your organization destined to be a top nonprofit brand? In what ways can you strengthen your brand?

RELATED ARTICLE: Attributes of a Successful Nonprofit


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