The 2012 Harris Poll Non-Profit EquiTrend (EQ) study measures the brand health of 87 non-profit brands across seven important categories, including Youth Interest, Animal Welfare, Health, Social Service, Disability, International Aid, and Environmental. Harris Poll EquiTrend provides the insight our communities, corporate sponsors, and non-profit organizations require to make informed decisions about donations and overall support.
It is a big year for Girl Scouts of the USA as it celebrates its 100th anniversary and the 2012 Harris Poll EquiTrend Youth Interest Non-Profit Brand of the Year accolade.
Just behind the American Red Cross as the second most familiar non-profit organization overall, Girl Scouts of the USA has seen a steady improvement in its brand equity score since first appearing in the Harris Poll EquiTrend study in 2009. A strong Emotional Connection score, which is a necessary element for every non-profit, is one of the main reasons this girl-centric organization has risen to the top.
"The organization has a lot to be proud of in this celebratory year, and this recognition is one more affirmation from the American public that the Girl Scouts are a valued member of our society," says Dana Markow, Vice President of Youth & Education Research at Harris Interactive.