Thursday, May 11, 2017

Letter from Northeast Tennessee Executive Director, Glenda Bobalik - May 2017

As I started to write this month’s letter, I received an email that changed my intended focus.  The message came from Neal Litvack, Chief Marketing Officer for the American Red Cross.  He shared the exciting news that the American Red Cross ranks highest among brands in the social services sub-category of non-profits in the 2017 EquiTrend report.

My reason for sharing this with you is that you are the ones responsible for this high ranking for our brand.  The quality of your work drives the opinion of the American public regarding our organization.

Thanks largely to your efforts, this is the first time we have ranked #1 since 2013. We were #2 in 2014 and 2015, then fell to #3 in 2016. But we’ve now reversed that trend and are #1 again this year.

EquiTrend measures brand equity based on three factors: familiarity, quality and purchase consideration. Rankings reflect the assessment of more than 100,000 U.S. consumers evaluating over 4,000 brands. Rounding out the top five in our Social Services Subcategory were, in descending order, Habitat for Humanity; The Salvation Army; Ronald McDonald House Charities; and the United Services Organization (USO).

Our brand is a function of many things. While it takes a sustained effort of our local communicators, and our national Marketing and Communications teams, this poll result is really a testament to Red Crossers in large and small communities nationwide, including here in Northeast Tennessee. When you respond to a disaster, answer the chapter phones and provide information, or give a presentation and make a positive first impression with the public, that resonates and boosts our brand. Telling our story in the community as volunteer leaders, fundraisers and communicators is essential, but ultimately, it’s how we deliver on our mission that sticks over time, and that is reflected in our #1 EquiTrend brand ranking for 2017.

So thank you for all that you do to embody the mission and values of the American Red Cross. You represent this organization well and the public has noticed!

Thank you,

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