Zion & Zion Study Reveals Income-Related Differences in Consumers’ Brand Awareness of Largest U.S. Charities

TEMPE, Ariz. (Feb. 6, 2019) – A new study from the market research team at Zion & Zion, a top-ranked, full-service, national marketing agency, highlights the differences in income-related brand awareness of the 100 largest charities in the country. The full report is available here.

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

  • High earners aren’t in sync with others when it comes to brand awareness of charities. Consumers with incomes less than $100,000 and those earning more than or equal to $100,000 agree on only six of the top ten charities as to where they rank in brand awareness.
  • There are significant differentials where people with annual incomes of less than $100,000 have higher brand awareness of certain charities as compared with people earning more—the largest is Feeding America, with those making less having an edge of 14% over higher earners.
  • There are many charities where higher earners have extreme differentials in brand awareness as compared with lower income consumers, such as the American Civil Liberties Union (with a 37% differential), Public Broadcasting Service (36%), and Susan G. Komen for the Cure (30%).

Zion & Zion’s market research team collected data from 1,053 respondents to its annual survey to rank American’s brand awareness of the 100 largest U.S. charities, and analyzed the data comparing different consumer income segments. Authors of the study are Aric Zion, MS; Peter Juergens, MA; and Thomas Hollmann, MBA, PhD.