March 31, 2015
Goodwill® Named Disability Nonprofit of the Year in Harris Poll
Goodwill was named the Disability Nonprofit Brand of the Year as part of the 2015 Harris Poll EquiTrend® Study, an annual brand equity study which was released this week. The study ranked consumer awareness and perception of charitable nonprofit brands based on three factors — familiarity, quality and purchase consideration — that result in a brand equity rating for each brand. The study, which was conducted for the 27th year, surveyed more than 38,000 Americans who assessed brands across 148 categories.
“At Goodwill, we know firsthand the benefits of having a diverse and inclusive workforce and believe that all people, including those with disabilities, need to be integrated into the workforce to make our economy stronger,” said Jim Gibbons, president and CEO of Goodwill Industries International.
Harris Poll EquiTrend is based on a sample of 38,670 U.S. consumers ages 15 and over surveyed online in English between January 8 and February 2, 2015. , Of the 1,410 total brands included in this year’s study, each respondent was asked to rate a total of 40 randomly selected brands. Each brand received approximately 1,000 ratings.
Data were weighted to be representative of the entire U.S. population of consumers based on age by sex, education, race/ethnicity, region, and income; and data from respondents ages 18 and over were also weighted for their propensity to be online. Respondents to this survey were selected from among those who have agreed to participate in Harris Poll surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the survey, no estimates of theoretical sampling error can be calculated.