Thursday, 24 September 2009 18:04 Last Updated on Tuesday, 23 March 2010 15:59 Written by Nick

Independent Report Ranks The Salvation Army "High" In Several Categories

Nonprofit Power Brand 100 Report

Cone, Inc. and Intangible Business have just released the results of a study of the brand value of a number of nonprofit brands. Their ranking is the first in the United States to value nonprofit organizations by more than financial standing alone.

The YMCA is ranked as the most valuable brand in the country, followed by The Salvation Army, United Way, American Red Cross and Goodwill Industries. The Army is actually the most familiar nonprofit brand to consumers, according to the study, but came in second place largely due to a lower revenue rank than the YMCA, which reports about $6 billion in revenue each year.

Other notable findings:

• The Salvation Army is the top-ranked nonprofit for responding to domestic social needs.


• The Army ranks second behind the American Cancer Society in overall “brand image.”


• The Salvation Army’s overall brand value is estimated at $4.7 billion.


• The report speculates that much of the Army’s success as a brand is connected to the iconic Red Kettle Campaign and the Army’s thrift stores – both of which keep the Army top-of-mind and link the organization inexorably with the act of giving.

There is an interesting analysis of the top 10 nonprofit brands included in the report that is worth a read. For a copy of the report, visit http://www.coneinc.com/nonprofitpowerbrand100