Measuring criteria including consumer sentiment toward for-profit and non-profit brands and while evaluating factors including familiarity, quality, trust, leadership, emotional connectedness, and likelihood to recommend and perform. BFAS had the strongest showing amidst all the national animal welfare organizations, according to Harris Interactive.
Some of the other nonprofits that won in their respective categories in addition to BFAS were The American Red Cross, Goodwill, Girls Scouts USA, Stand Up to Cancer and Food for the Poor.
Gregory Castle, chief executive officer of Best Friends Animal Society, stated, “We are extremely honored that for the second year in a row Harris Interactive and the people that participated in the poll pointed to Best Friends Animal Society as the nonprofit animal welfare organization with the highest brand equity.”
Best Friends Animal Society (BFAS), located in Angel Canyon, Utah, was established in 1984. They are the nation’s largest no-kill sanctuary for neglected, abandoned/abused animals.
Harris Poll EquiTrend sampled almost 39,000 consumers in the United States ages 15 or older from January 31 through February 20, 2012. The survey took 40 minutes for completion. Total number of brands rated was 1,529 and each participant was asked to rate a total of 40 randomly selected brands. Each brand received an estimated 1,000 ratings.
More information about Harris Interactive may be found at http://www.harrisinteractive.com.