St. Jude's Children's Research Hospital, in Memphis, was named the nation's most trusted nonprofit brand in a 2010 poll conducted by Harris Interactive, a market-research firm.
Enlarge Image St. Jude Children's Research Hospital
St. Jude's Children's Research Hospital, in Memphis, was named the nation's most trusted nonprofit brand in a 2010 poll conducted by Harris Interactive, a market-research firm.
By Heather Joslyn
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.