As part of any major web redesign effort, CivicActions recommends a brand re-assessment. Cone Inc., a communications company specializing in "cause branding," recently stated that because of undeveloped branding efforts, "some organizations may be leaving millions of dollars in potential unearned revenue on the table." The company recently released a report of the 100 top Non-profit brands. YMCA, the Salvation Army, and United Way got top ranking, based on a brand valuation involving financial data, consumer perception, and other metrics.

Here are some highlights from their report:

• Organization names matter. "Say what you do - The results found nonprofits with a clear mission/issue in their titles (e.g., the National Cancer Coalition) have higher consumer perception rankings than organizations in the same sector whose names are more ambiguous (e.g., City of Hope)." Your name is the best introduction to who you are and what you do. Make every word of your elevator pitch matter with concise messaging that immediately resonates.
• The survey also suggested that people's focus is on national issues. "At a time when the nation faces an economic crisis and basic human needs are paramount, domestic social needs is the most valuable nonprofit sector." With the fresh-faced Obamas at the helm, organizations have the chance to reposition themselves in relation to public policy, economic shifts, and how individuals connect their personal plights with the nation's challenges.
• Low brand recognition combined with the highest revenue growth make environmental organizations strong candidates for brand facelifts.