I’ve already written a blog post about how important a brand is to nonprofits. They need to appear (and of course actually be) trustworthy to their donors, board members and the public at large. Yes, yes, I’ve pontificated enough about this and will stop. At least for the moment.
I would however like to call attention to a recent ranking by Cone, a British brand-valuation company, that set out to “explore the unique relationship between nonprofit brand image and financial performance” by ranking nonprofits by brand recognition.
As they put it, “In a sector where more than 1.5 million organizations compete for dwindling resources to carry out their missions, a solid brand identity helps tell an organization’s story.” We at Empax rather agree. “We hope to show what a powerful asset a brand can be to a nonprofit, if it is leveraged properly,” said Alison DaSilva, executive vice president of Cone.
The YMCA ranked as the #1 most recognizable nonprofit. Check out who else made the list.