Study Reveals Brand Awareness Rankings of the 100 Largest US Charities

Zion & Zion study shows longevity alone is not a guarantee of strong brand recognition

TEMPE, Ariz. (Sept. 26, 2018) – Many of the nation’s largest and oldest charities have significant top-of-mind brand awareness by a broad cross-section of consumers, according to an annual survey from the market research team at Zion & Zion, a top ranked full-service, national marketing agency. The full report, with an interactive chart to sort by category, is available here.

The findings of the Zion & Zion research have implications for charities across the country:

Some of the charities with high brand recognition are predictable due to factors such as public visibility, longevity, and advertising spend. It was expected that most people would be familiar with such charities as St. Jude Children’s Research Hospital (#1), the Salvation Army (#2), and Boys & Girls Clubs of America (#3).

Longevity alone is no guarantee of strong brand awareness; Easterseals, for example, which was founded in 1919 to assist people with disabilities, ranked 35th in overall brand awareness.

This year’s survey, conducted by the Zion & Zion market research team, was based on a nationwide survey of 1,053 respondents. Authors of the study are Aric Zion, MS; Peter Juergens, MA; and Thomas Hollman, MBA, PhD.