The Arc is the 9th Most Valuable Nonprofit Brand Among the 100 Largest
Nonprofits in the United States

According to a study released June 23, 2009 - The Cone Nonprofit Power Brand 100 - The Arc of the United States rates 9th among the 100 largest nonprofits in the value of our brand.  The report was produced by Cone, a well respected branding company based in Cambridge, MA, in collaboration with UK-based Intangible Business.   Leading the list at #1 was the YMCA.  According to the Cone report, The Arc's brand is valued at more than $1.2 billion ---  the value is a calculation of the amount of money the brand contributes to the organization.  The brand valuation was based on three factors:  brand image, 2007 revenue, and propensity for future growth. 

Describing The Arc, the report states:  "As the business-to-business organization on our list, it's strong in its own right, but not broadly recognizable among the sea of consumer-facing brands.  It's astounding $1.2 billion brand value, however, is testament to its success in securing government funding and generating revenue from other sources."

So, The Arc's high standing is largely driven by the high revenue of national, state and local chapters, combined. 

On the "brand image" measure, The Arc scored 96th among the 100 largest nonprofits.... in the company of nonprofits such as:

91 - Local Initiative Support Corporation

92 - Union Rescue Mission

93 - Gleaning for the World

94 - MAP International  

95 - Adventist Development and Relief Agency International

97 - American Nicaraguan Foundation

98 - Project Orbis International

99 - PATH

100 - Girls Inc.

Here's what the report authors stated:   "If The Arc were to invest in enhancing its brand image enough to raise its image rank to No. 75, the organization would stand to increase its brand value by more than $100 million (i.e. the brand could contribute an additional $300 million to the organization.)  Raising the brand image rank to No. 50 would add more than $730 million in brand value."

To see the full report, visit Cone's website at:   www.coneinc.com/nonprofitpowerbrand100


About the study: The Cone Nonprofit Power Brand 100 values 100 leading social service, environmental and/or animal-related nonprofits based on financial data, a consumer survey and other metrics. Cone solicited consolidated five-year revenue data, as reported to the IRS, from each organization and consolidated 2007 itemized revenue and expenses. To determine the consumer perception of each nonprofit, Cone commissioned a nationally representative online survey fielded by Opinion Research Corporation. Each organization was evaluated by 1,000 American adults age 18+.