Best Friends Animal Society Named Top-Rated Nonprofit, National ‘Brand of the Year’ by Harris EquiTrend Poll

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Harris Interactive®, one of the world's leading market research firms, has named Best Friends Animal Society® the non-profit “Brand of the Year” in its 2011 Harris Poll EquiTrend® study, released this week

Best Friends Animal Society logo

To be singled out as the No. 1 nonprofit is a significant achievement and an affirmation that our efforts to bring about a time of No More Homeless Pets® are making an impact and taking our life-saving work in the right direction.

Harris Interactive, one of the world's leading market research firms, has named Best Friends Animal Society the non-profit “Brand of the Year” in its 2011 Harris Poll EquiTrend® study, releaseed this week.

Each year, Harris measures consumer sentiment toward for-profit and non-profit brands and evaluates both on factors such as familiarity, quality, trust, leadership, emotional connectedness, likelihood to recommend and performance.

For 2011, Susan G. Komen for the Cure ranks second. Several hospitals place in the top 10 non-profits. Tied for third is Shriners Hospital for Children and St. Jude Children’s Research Hospital, followed by Dana-Farber Cancer institute and Memorial Sloan-Kettering Cancer Center. The other non-profit brands that round out the top ten include the National Kidney Foundation , the New York Metropolitan Museum of Art, American Diabetes Association and Goodwill.

Several other animal welfare non-profits that are new to EquiTrend were mentioned in the poll—National Wildlife Federation, the Humane Society of the United States, Audubon, ASPCA and PETA. However, besides Best Friends Animal Society, only the Humane Society of the United States and ASPCA scored above the non-profit average.

“To be singled out as the No. 1 nonprofit is a significant achievement and an affirmation that our efforts to bring about a time of No More Homeless Pets® are making an impact and taking our life-saving work in the right direction,” said Gregory Castle, chief executive officer of Best Friends Animal Society.

“Harris looked at specific areas of performance, and something that stood out for Best Friends was our effort in advocacy for the animals. In fact, we came out at the very top of the list in advocacy—number one out of the 85 nonprofits graded. Best Friends also ranked second out of 85 in social media engagement.”

Established in 1984, Best Friends Animal Society operates the nation’s largest no-kill animal sanctuary for abused and abandoned animals, and manages national initiatives on a variety of animal welfare issues, including puppy mills, saving the reputation of pit bull terriers, and saving the lives of community cats.

Videos
Best Friends Animal Society – A look back at 2010 Part 1

Best Friends Animal Society – A look back at 2010 Part 2

Methodology
The EquiTrend® study evaluates measures including equity, consumer connection, commitment, brand behavior, brand advocacy and trust. The keystone to the program is measuring equity, which provides an understanding of a brand's overall strength, and is determined by a calculation of such brand characteristics as familiarity, quality, and purchase consideration.

Participants in this year's Harris Poll EquiTrend® online study, conducted Jan. 11-27, 2011, numbered 25,099 U.S. consumers ages 15 and over. A total of 1,273 brands were rated in 53 separate categories. Each respondent was asked to rate a total of 60 randomly selected brands. Each brand received approximately 1,000 ratings. Data were weighted to be representative of the entire U.S. population of consumers ages 15 and over on the basis of age sex, education, race/ethnicity, region, and income. Data from respondents ages 18 and over were also weighted for their propensity to be online.

About Best Friends Animal Society®:
Best Friends Animal Society is a nonprofit organization building no-kill programs and partnerships that will bring about a day when there are No More Homeless Pets®. The society's leading initiatives in animal care and community programs are coordinated from its Kanab, Utah, headquarters, the country's largest no-kill sanctuary. This work is made possible by the personal and financial support of a grassroots network of supporters and community partners across the nation.

To become a fan of Best Friends Animal Society on Facebook: http://www.facebook.com/bestfriendsanimalsociety

To follow Best Friends on Twitter: http://twitter.com/BFAS

About Harris Interactive®
Harris Interactive is one of the world's leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories through our North American, European, and Asian offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us - and our clients - stay ahead of what's next. For more information, please visit http://www.harrisinteractive.com.

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