Zion & Zion’s annual survey to rank Americans’ brand awareness of the 100 largest U.S. charities reveals that many of the largest and oldest charities have significant top-of-mind brand awareness by a broad cross section of consumers. This year’s survey had 1,053 respondents.
Some of the charities with high brand recognition are predictable due to factors such as public visibility, longevity, advertising, etc. We 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 Club of America (#3). But 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. The data also reveals surprising differences in brand awareness by gender, age, and income levels. While the primary data from our study is found below, links to related Zion & Zion studies can be found at Millennials vs. Non: The Generational Divide in Brand Awareness Rankings of the 100 Largest U.S. Charities; High Income Consumers’ Brand Awareness Rankings of the 100 Largest U.S. Charities; The Gender Gap in Brand Awareness Rankings of the 100 Largest U.S. Charities.