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Wednesday Jan 10, 2007
How valuable is your favourite charity's brand? And as a donor do you care?
The Society Guardian mentions some interesting research by Intangible Business today. The research lists the UK's most valuable charity brands, calculated by their ability to generate future income.
Congratulations to Cancer Research UK, who top the list with a whopping brand value of £209 million. These lists are always interesting (at least they are for a fundraiser with a limited social life), but I wonder what value they are for the average donor in the street?
I'd love to see a more informed public deciding on how their money can make the greatest difference to a cause they feel strongly about, but I still think there's a lot of progress to be made here despite initiatives like Guidestar and Intelligent Giving.
This is a really tough nut to crack – even with more information available to donors the methodology behind these reports is open to question and this latest report has already sparked some controversy. As Joe Saxton, director of nfpSynergy says:
"Any evaluation of a charity's brand that does not take into account whether it does its job well is nonsense."
Posted by Sam Thomas ( 1:54 PM ) Link to this post Comments[2]