An Independent Report

Independent Report Ranks The Salvation Army "High" In Several Categories

Nonprofit Power Brand 100 Report

Cone, Inc. and Intangible Business have just released the results of a study of the brand value of a number of nonprofit brands. Their ranking is the first in the United States to value nonprofit organizations by more than financial standing alone.

The YMCA is ranked as the most valuable brand in the country, followed by The Salvation Army, United Way, American Red Cross and Goodwill Industries. The Army is actually the most familiar nonprofit brand to consumers, according to the study, but came in second place largely due to a lower revenue rank than the YMCA, which reports about $6 billion in revenue each year.

Other notable findings:

    • The Salvation Army is the top-ranked nonprofit for responding to domestic social needs.


    • The Army ranks second behind the American Cancer Society in overall “brand image.”


    • The Salvation Army’s overall brand value is estimated at $4.7 billion.


  • The report speculates that much of the Army’s success as a brand is connected to the iconic Red Kettle Campaign and the Army’s thrift stores – both of which keep the Army top-of-mind and link the organization inexorably with the act of giving.

There is an interesting analysis of the top 10 nonprofit brands included in the report that is worth a read. For a copy of the report, visit 









 About Us

90¢ of every dollar raised by the Lee, Hendry, Glades Counties Command is used to sustain life-changing programs that bring hope to hurting souls.

The Salvation Army assists more than 33 million individuals throughout the year in the United States – over 6 million of those during the holiday season alone.

What Others Are Saying

Executive Compensation - what do top officials make at charities?
Scroll through the list researched by The Chronicle of Philanthropy and find The Salvation Army. This list confirms that your donations to The Salvation Army go to programs and services, not to bloated executive salaries.
The Chronicle of Philanthropy
November 16, 2013

"One of the top 10 charities that that gives supporters more bang for their buck."
Forbes Magazine,
December 2003

The Salvation Army is “America’s favorite and most trusted charity” according to the Chronicle of Philanthropy


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