“Award Winning” Nonprofit Brands

Brands can create significant connections with consumers and donors. Each year the Harris Poll conducts a benchmark study to determine how deep those bonds go. Then, in a variety of 18 categories including airlines, hotels, banks, rental cars — and yes, nonprofits — they honor the highest ranked brands in each award category. The Harris folks proclaim, “the stronger the brand, the greater the bond.” In my experience and in Commitment Studies conducted by DonorVoice, just how much the strength of the brand figures into overall commitment and loyalty of a donor varies from one organizations to another. For

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