How We Rate

The HSUS has the 10th strongest brand of any nonprofit organization in the country, and is the only top 10 brand without an exclusive focus on human welfare issues, according to a national survey of 1,000 Americans by Cone and Intangible Business and widely reported in the press this week. It affirms once again the power of our name, and when combined with our more than 11 million members and supporters, it adds up to one of the strongest nonprofit entities in America.

I was also pleased recently to receive a letter from Charity Navigator, an independent charity watchdog organization, that again gave The HSUS a 4-star rating, the group’s highest mark. Ken Berger, president and CEO of Charity Navigator, wrote in his letter to The HSUS, “Only 7% of the charities we rate have received at least 4 consecutive 4-star evaluations, indicating that The Humane Society of the United States consistently executes its mission in a fiscally responsible way, and outperforms most other charities in America.“

In short, we know you want us to protect animals, and that’s the core of what we do. But to do that effectively, we have to run this organization well, and have the brand strength and public visibility to move public opinion in America and abroad. These two declarations provide third party validation to show we are on our way.