The Girl Scouts of the USA, Best Friends Animal Society, Stand Up to Cancer, American Red Cross, and Goodwill are among the top nonprofit brands within their respective categories, according to the Harris Poll Non-Profit EquiTrend brand-equity tracking study that measures and compares the health of some 87 nonprofit brands.
The Harris Interactive study measures the health of nonprofits across seven categories: Youth Interest, Animal Welfare, Health, Social Service, Disability, International Aid, and Environmental.
The Girl Scouts organization, which turns 100 this year, is the top youth-focused nonprofit brand of year, according to Harris. The brand is also the second most familiar nonprofit organization overall, just behind the American Red Cross.
Reading is Fundamental (RIF) and Junior Achievement are the other youth-focused nonprofits that rank above the category average.
Best Friends Animal Society is the top-ranked animal welfare nonprofit in the Harris Poll EquiTrend study for the second year in a row. The Utah-based sanctuary for abused and abandoned animals also earns the highest score among all nonprofits in the 2012 study-reflecting many Americans' commitment to and respect for animals.