United Way of King County Brand Equity Tracking Research March 2, 2012

1. United Way of King CountyBrand Equity Tracking Research March 2, 2012

2. Table of Contents

3. Background & Objectives

4. Background & Objectives United Way of King County (UWKC) employed Ipsos to provide detailed tracking research to ensure that UWKC can take advantage of its existing brand equity while strengthening its unique position in the charitable-giving marketplace. Primary objectives of this research include: Identify drivers of UWKC’s brand equity. Assess the current UWKC brand position in the charitable-giving marketplace. Understand what attributes other brands own. Wave 1: UWKC, Salvation Army and YMCA Wave 2: UWKC, Salvation Army and The Seattle Foundation Determine the unique points of difference the UWKC brand can leverage to enhance its position. UWKC is considering in 2012 to adopt the LIVE UNITED messaging that the national brand of United Way currently employs. A new objective was added to Wave 2 of this research. Measure whether the LIVE UNITED messaging resonates with current donors and non donors that reside in King County.

5. Methodology

6. Methodology Details • Wave 2 of the online quantitative study was conducted with residents of King County. • Data collection took place between January 18 and February 6, 2012. • Wave 1 was conducted between January 18 and February 1, 2010. • The survey took approximately 16 minutes to complete. • There were two different target audiences surveyed: • Current UWKC donors; and • Non donors • Sample Frame: • Sample for current UWKC donors and non donors was provided by Ipsos’ iSay Panel and purchased sample. • Microsoft employees were not surveyed in 2012.

7. Respondent Criteria • All respondents were required to: • Reside in King County; • Be aware of UWKC; and, • Have at least equal/shared decision-making regarding monetary donations to charities. • To be classified as a Current UWKC Donor, the respondent had to have: • Personally (or someone else in their household) donated to UWKC in the past year. • If a respondent had not donated to UWKC in the past year, but were at least neutral in making a donation or volunteering within the next year, they were classified as a non donor. • Incidence rates: • Donors 21% (was 34% in 2010); and, • Non donors 79% (was 66% in 2012).

8. Analytic Approach • In order to identify and measure key drivers of UWKC’s brand equity, Ipsos employed its proprietary Brand Optimizer™ analysis suite. • This provides a number of key metrics that can be used to examine UWKC’s brand equity and identify brand opportunities. • The following key analyses are described on the following pages: • Brand Maps (page 15); • Market Drivers Analysis (page 21); and, • Market Power Analysis (page 28). • Additionally, this suite can be re-run annually to measure movement on key metrics. • In 2012, we added an additional approach was implemented to measure the current UWKC messaging and LIVE UNITED messaging. Ipsos employed its Concept Evaluator on both of these messaging concepts to identify: • Appealing elements of each message. • Less appealing elements of each message. • Elements that donors/non donors would like more information about.

9. Executive Summary

10. Consumers STILL Require Transparency and Efficiency • Similar to 2010, key drivers of UWKC’s brand favorability (for both donors and non donors) remain related to transparency: • “Is a charity I want to be associated with.” • “Is trustworthy.” • Again, attributes related to efficiencyare also strong drivers of brand favorability: • “Makes good use of my donation; doesn’t waste funds” is now ranked as the #1 most important driver among non donors (up from 3rd place in 2010) and #4 among donors (up from 6th place in 2010). • However in 2012, it appears the statement “gets visible results in my community” decreased in importance for both donors and non donors. Less importance may need to be placed on results, while more importance should continue to focus on transparency and efficiency. Continue to operate as a charitable organization that is transparentand efficient by practice and in communications. This will continue to positively impact brand favorability for UWKC for both current donors and non donors.

11. What UWKC Supports is Becoming More Important • While transparency and efficiency are still top of mind (as was observed in 2010), the actual causes themselves have increased in importance to both donors and non donors: • “Is getting kids ready to success in school and life.” (more important to donors in 2012 vs. 2010). • “Is working to end homelessness.” (more important to non donors in 2012 vs. 2010). • “Is meeting basic needs.” (more important to non donors in 2012 vs. 2010). • “Gets visible results in my community” has decreased in importance for both donors and non donors, as it seems consumers are looking for more specifics than generalities. • Using transparency and efficiency to specifically communicate goals for specific causes will continue to improve brand favorability. Brand positioning should be based on specifically howUWKC supports these causes and the successes that follow – when speaking about results, speak to the actual cause and the what/how/why it was accomplished.

12. UWKC Maintains a Unique Brand Position and Opportunity • As a result of this research, it was discovered that UWKC, The Seattle Foundation and The Salvation Army all enjoy a distinct position in the marketplace amongst donors and non donors. No two brands are associated closely with one another – same trend as 2010. • However, there are many brand attributes that are not owned by any of these organizations. • The only strong association owned by a particular brand is The Salvation Army and its association with working to “end homelessness” and “meeting basic needs” (same trend observed in 2010). • Given the unique positioning of each brand, but no strong associations with each other – this continues to provide UWKC a huge opportunity. • The brand attributes that relate to transparencyand efficiency are the strongest drivers of brand favorability for UWKC and are “up for grabs” – they are not currently strongly associated with The Salvation Army or The Seattle Foundation. Continue to develop the UWKC into a brand that people trust and want to associate with. Continue to build position among consumers by communicating UWKC’s efficiency in a transparent, clear and factual manner. When focusing on “results achieved” focus on the accomplishments as it relates to specific causes. This will leave no room for doubt as to where their contributions are going, thus increasing their favorability of the brand.

13. LIVE UNITED Will not Detract nor Strengthen the Brand • The most appealing aspects of current UWKC and proposed LIVE UNITED messaging are elements that are transparent, objective and factual that address: • Ending homelessness, early childhood education and basic needs; and, • Efficiency, specifically how “97 cents of every donated dollar goes direct to community impact.” • “Live United” is less appealing, though the percentage of donors and non donors who say it is less appealing is small. Employ aspirational language for UWKC’s desire for a “better future.” Minimize the use of subjective words to self-describe the impact of UWKC such as “biggest,” “smartest,” “uniquely,” and “big-picture.” Minimize referrals to communities such as the government-, media- and faith- communities. LIVE UNITED may be included as a tagline, but no need to emphasize.

14. Detailed Findings

15. Brand Maps

16. Brand Map Overview • A brand map provides a pictorial representation of the market (where the brands fit compared to the other brands). In this case, the brands tested include: UWKC, The Salvation Army and the Seattle Foundation. • The Seattle Foundation replaced YMCA in this analysis for Wave 2. • The brand map in essence shows various brands’ positions relative to each other and relative to the attributes. Following are some tips on how to interpret this kind of map: • The closer brands are to each other, the more similar they are positioned – the further away, the less similar they are. • The closer a brand is to a particular attribute, the more it is “associated with” it (not necessarily that it excels at it, but that this attribute differentiates it most strongly). • The closer a brand is to the center of the map, generally the less well it is differentiated from other brands on these attributes. The further from the center it is, the more differentiated it is. • Here, we have created two different brand maps: • One brand map shows how all brands are positioned among current donors, and the other shows how all the brand are positioned among non donors. • On each brand map, the five attributes highlighted in yellow are the most important drivers of brand favorability of UWKC.

17. Among Donors, 2012 Brand Landscape is Similar to 2010 • In Wave 2, it is apparent again that each organization measured holds a unique position in the marketplace. • Additionally, there are many brand attributes that are not strongly associated with any one brand – thus an opportunity for UWKC to capture ideal brand positioning. • In 2012, current donors associate each brand the most with the following attributes: • UWKC: “Is effective in solving community problems,” “gets visible results in my community,” and “is a charity I want to be associated with.” • The Seattle Foundation: This brand is not strongly associated with any single attribute, probably due to low brand awareness. • The Salvation Army: “Is meeting basic needs (food, shelter, clothing)” and “is working to end homelessness,” which was also observed in Wave 1. • In 2012, the new key attributes that are considered “up-for-grabs” between UWKC and The Salvation Army are “is trustworthy,” “is effective at directing donations to where the community needs it the most,” “makes good use of my donation; doesn’t waste funds,” and “is a voice for health and human service issues.”

18. Wave 2: Brand Positioning Among Donors The Salvation Army is UWKC’s biggest competitor for owning the ideal brand position. Donors seem to regard UWKC in the most ideal way – most closely associating it with the attributes that matter the most. = Top Five Drivers of Brand Favorability Base: Wave 2 Current UWKC donors (n=306)

19. Shifting Brand Associations in 2012 Among Donors • When viewing both waves of the research on one map, it appears UWKC and the Salvation Army are slightly more associated together vs. 2010. • However, they still have unique positions in the marketplace. • UWKC has made movement towards more efficiency-related statements in 2012: • “Is effective at directing donations to where the community needs it the most.” • “Is effective in solving community problems.” • “Makes good use of my donation; doesn’t waste funds.” • UWKC has moved further away in 2012 from the positioning of: • “Distributes/gives money to many organizations vs. only one or two organizations.” • In 2012, the Salvation Army has also moved closer to these efficiency-related statements mentioned above, while moving further away from the positioning of “is meeting basic needs” and “is working to end homelessness.” • “Advances the common good” is not shown on the following brand map since it was not tested in 2010. Only the attributes shown for both waves are depicted.

20. Wave 1 and 2: Brand Positioning Among Donors UWKC Wave 1 UWKC Wave 2 Salvation Army Wave 1 Salvation Army Wave 2 YMCA Wave 1 Seattle Foundation Wave 2

21. Among Non Donors, Similar Trends Observed in 2012 • Again in 2012, each brand holds a unique position in the marketplace from the non donor perspective. • UWKC seems to hold a neutral position among non donors and is only somewhat associated with “has a positive reputation in the community.” • The Salvation Army is again more strongly associated with “is working to end homelessness” and “is meeting basic needs” compared to UWKC. • Among the non donor base, it appears The Salvation Army is more associated with UWKC’s key drivers of brand favorability, but this seems to be associated with higher awareness of the Salvation Army compared to The Seattle Foundation. • “Advances the common good” is more closely associated with The Seattle Foundation compared to UWKC, but it does not own this attribute. This will take more effort on UWKC’s part to gain traction on this attribute.

22. Wave 2: Brand Positioning Among Non Donors Among non donors, Salvation Army continues to be more closely associated with key drivers of UWKC’s brand favorability. UWKC holds a neutral position in the marketplace. = Top Five Drivers of Brand Favorability Base: Wave 2 Non donors (n=318)

23. Shifting Brand Associations in 2012 Among Non Donors • When reviewing the change in brand position from 2010 to 2012 among non donors, it appears the brand associations have not changed as much at compared to donors. • Each brand still holds a unique position in the marketplace. • UWKC has maintained a similar position over time with the following two brand positions: • “Is a voice for health and human service issues.” • “Is effective at directing donations to where the community needs it the most.” • UWKC has slightly shifted away from the results-orientated perceptions of: • “Is communicating about what is being accomplished with contributions.” • “Sets goals and achieves them.” • The Salvation Army has moved slightly closer to the attributes of: • “Is working to end homelessness.” • “Is meeting basic needs.” • “Advances the common good” is not shown on the following brand map since it was not tested in 2010. Only the attributes shown for both waves are depicted.

24. Wave 1 and 2: Brand Positioning Among Non Donors UWKC Wave 1 UWKC Wave 2 Salvation Army Wave 1 Salvation Army Wave 2 YMCA Wave 1 Seattle Foundation Wave 2

25. Brand Driver Analysis

26. For Donors, Transparency and Efficiency are Still Key • For the donors, the top two drivers of brand favorability remained the same from 2010: • “Is a charity I want to be associated with” and “Is trustworthy.” • Efficiency is still very important to donors as well (as it was in 2010): • “Is effective at directing donations to where the community needs it the most.” • “Makes good use of my donation, doesn’t waste funds.” • A new key driver of UWKC brand favorability emerged in 2012 for donors: • “Is a voice for health and human service issues.” • Though of slightly lesser importance, “makes it easy for me to give” is more important now to donorscompared to 2010. • Results-orientated attributes saw a decrease in importance in 2012: • “Gets visible results in my community.” • “Sets goals and achieves them.” • Of lowest importance in 2012 are attributes “is local” and “distributes/gives money to many organizations vs. only one or two organizations.”

27. Drivers of Brand Favorability of UWKC Donors 2 1 1 2 4 3 2 6 10 13 Decrease in position of ranking from 2010 Increase in position of ranking from 2010

28. Drivers of Brand Favorability of UWKC Donors (cont.) 1 3 2 0 2 NEW 9 2 7 12 5 Decrease in position of ranking from 2010 Increase in position of ranking from 2010

29. Efficiency with Donations More Important Now for Non Donors • The most important driver of UWKC brand favorability among non donors in 2012 is “makes good use of my donation, doesn’t waste funds.” • Positively, messaging surrounding efficiency will drive brand favorability among donors and non donors alike. • Transparency is also still important to non donors in 2012: • “Is a charity I want to be associated with,” has a positive reputation in the community,” “is trustworthy,” while being “compassionate can caring” round out the most important brand attributes for non donors. • In 2012, two of UWKC’s main causes saw an increase in importance, and is more important in driving brand favorability among non donors compared to donors: • “Is working to end homelessness” and “is meeting basic needs (food, shelter, clothing).”

30. Drivers of Brand Favorability of Non Donors 2 1 6 NEW 3 2 2 7 1 2 Decrease in position of ranking from 2010 Increase in position of ranking from 2010

31. Drivers of Brand Favorability of Non Donors (cont.) 4 6 2 6 6 0 5 2 2 1 1 Decrease in position of ranking from 2010 Increase in position of ranking from 2010

32. Market Power Analysis

33. Market Power Analysis Overview • Market Power Analysis is based on key driver analysis, the competitive set performance analysis and awareness to create a set of measures of brand health that will help you monitor UWKC’s brand development. • Specifically, Market Power Analysis measures the following five areas: • Awareness: How many people have heard of your brand? • Familiarity: How well does the market know your brand? • Clarity: How consistent are perceptions of the brand among consumers? • Distinctiveness: How differentiated is the brand from the comparative set? • Leadership: How is the brand performing on key drivers? • These measures are collected and presented for UWKC, The Salvation Army and The Seattle Foundation for Current UWKC donors and non donors and can be tracked on an annual basis. * Note: Awareness of UWKC was a requirement of all respondents in this survey, so you will see 100% awareness of UWKC on the following slides.

34. How Was the Market Power Analysis Conducted? • Market Power Analysis analysis is flexible; it can be applied to just about any set of brand association data. • Awareness: Aided awareness. • Familiarity: Although familiarity is directly measured in some surveys, this metric is derived based on brand attribute ratings and brand awareness. • Clarity: The size of the average standard deviation of all brand image measures. • Distinctiveness: The number of statistically significant differences between target brand and others (regardless of direction) divided by the number of attributes. • Leadership: The number of statistically significant positive differences between target brand and others, multiplied by the relative importance of that attribute–as determined by key driver analysis.

35. Improved Brand Health Among Donors Since 2010 • In 2010, Clarity, Distinctiveness and Leadership were the three key areas identified as areas of opportunity to improve brand health for the three brands surveyed. • Positively, in 2012, improvements have been made on all three measures: • Clarity: UWKC continues to lead the way and receives the highest score (58%), up two percentage points from 2010 (56%). The Salvation Army declined two percentage points (52% in 2012 vs. 54% in 2010). The Seattle Foundation falls into third place at 17%. • Distinctiveness: UWKC receives the highest score (39%), up five percentage points from 2010 (34%). The Salvation Army enjoyed an increase of 11 percentage points, up to 30% from 19% in 2010. The Seattle Foundation barely registers as being a distinct brand (3%). • Leadership: UWKC receives the highest scores (43%), which is three percentage points higher compared to 2010 (40%). The Salvation Army also saw an increase of six percentage points (38%) vs. 2010 (32%). The Seattle Foundation again falls into third place (6% baseline set in 2012). • Again, in 2012, Clarity continues to be a key opportunity for the UWKC brand, as it continues to have a higher score compared to Distinctiveness and Leadership. • Additionally, the gap between UWKC and Salvation Army’s score grew from a 2 percentage point differential in 2010, to a six percentage point gap in 2012.

36. Positive Movement on Clarity, Distinctiveness & Leadership Base: Current UWKC donors (Wave 1 n=308, Wave 2 n=306)

37. Improved Brand Health Among Non Donors Also • Again, Clarity, Distinctiveness and Leadershipare the three key areas identified as areas of opportunity to improve brand health among non donors. • Positively, gains have been made on Distinctiveness and Leadership, while Clarity has remained flat: • Clarity:Remained flat in 2012 for UWKC, but still has the highest score (49%). In 2012, Salvation lost some ground on this measurement (48% in 2012 vs. 52% in 2010). The Seattle Foundation ranks third with 12%. • Distinctiveness: The Salvation Army receives the highest score (39%), a nine point increase since 2010 (30%). UWKC improved its position with a seven percentage point increase to 26% (vs. 19% in 2010). The Seattle Found ranks third with 2% and lags far behind UWKC and The Salvation Army. • Leadership: The Salvation Army again receives the highest score (45%), and a five percentage point increase since 2010 (40%). UWKC saw increases with a three percentage point increase (33%) vs. 2010 (30%). The Seattle Foundation ranks third with 5%. • While UWKC has improved the key brand measurements of Distinctiveness and Leadership, the Salvation Army still scores higher in these areas and has improved its position among non donors as well.

38. Again, Clarity, Distinctiveness, and Leadership are Key! Base: Non donors (Wave 1 n=323, Wave 2 n=318)

39. Appendix

40. LIVE UNITED Message Testing “Advances the Common Good”

41. Donors Associate “Common Good” with UWKC =significantly higher compared to Non donors Base: Current UWKC Donors (Wave 2 n=306, Wave 1 n=308) Q7. Please indicate how much you feel … is associated with the following attributes. Please base your responses on your impressions of the charitable organization, or anything you know about ... Using a scale of 1 to 10, please rank the following, where 1 means the statement ‘does not describe the charitable organization at all', and 10 means the statement ‘completely describes the charitable organization'.

42. Current UWKC Messaging

43. 3 Priorities and Efficiency of 97 Cents is Most Appealing to Donors Concept Evaluator Results for: Appealing With our economy strained social needs on the rise and public resources dwindling, United Way of King County is where caring people come together to respond and have the biggest, smartest impact United Way is uniquely able to get the big-picture view of problems, and create comprehensive, sustainable solutions. Our partners are individuals and leaders from business, labor, philanthropy, frontline service providers, government, the faith community, and the media. We have a particular focus on three priorities: ending homelessness, giving every child an equal chance to succeed and meeting people's basic needs. We insist on clear progress from those we support, and we operate with high efficiency: 97 cents of every donated dollar goes direct to community impact. It starts with you. Give. Volunteer. Take Action. Concept: Current UWKC Messaging - Current UWKC Donors % Clicks per Element Average: 20% Maximum: 60% 3% of respondents did not click any elements 100 Font size & histogram based on CE word database percentile. Order follows concept word flow. 50

44. Same Trend is Seen for Non Donors (3 Priorities + Efficiency of 97 Cents) Concept Evaluator Results for: Appealing With our economy strained social needs on the rise and public resources dwindling, United Way of King County is where caring people come together to respond and have the biggest, smartest impact United Way is uniquely able to get the big-picture view of problems, and create comprehensive, sustainable solutions. Our partners are individuals and leaders from business, labor, philanthropy, frontline service providers, government, the faith community, and the media. We have a particular focus on three priorities: ending homelessness, giving every child an equal chance to succeed and meeting people's basic needs. We insist on clear progress from those we support, and we operate with high efficiency: 97 cents of every donated dollar goes direct to community impact. It starts with you. Give. Volunteer. Take Action. Concept: Current UWKC Messaging - Non Donors % Clicks per Element Average: 17% Maximum: 60% 7% of respondents did not click any elements 100 Font size & histogram based on CE word database percentile. Order follows concept word flow. 50

45. For Donors, Descriptive Words of UWKC are Less Appealing Concept Evaluator Results for: Less Appealing With our economy strained social needs on the rise and public resources dwindling, United Way of King County is where caring people come together to respond and have the biggest, smartest impact United Way is uniquely able to get the big-picture view of problems, and create comprehensive, sustainable solutions. Our partners are individuals and leaders from business, labor, philanthropy, frontline service providers, government, the faith community, and the media. We have a particular focus on three priorities: ending homelessness, giving every child an equal chance to succeed and meeting people's basic needs. We insist on clear progress from those we support, and we operate with high efficiency: 97 cents of every donated dollar goes direct to community impact. It starts with you. Give. Volunteer. Take Action. Concept: Current UWKC Messaging - Current UWKC Donors % Clicks per Element Average: 4% Maximum: 14% 44% of respondents did not click any elements 100 Font size & histogram based on CE word database percentile. Order follows concept word flow. 50

46. For Non Donors, Descriptive Words and Organizations Mentioned are Less Appealing Concept Evaluator Results for: Less Appealing With our economy strained social needs on the rise and public resources dwindling, United Way of King County is where caring people come together to respond and have the biggest, smartest impact United Way is uniquely able to get the big-picture view of problems, and create comprehensive, sustainable solutions. Our partners are individuals and leaders from business, labor, philanthropy, frontline service providers, government, the faith community, and the media. We have a particular focus on three priorities: ending homelessness, giving every child an equal chance to succeed and meeting people's basic needs. We insist on clear progress from those we support, and we operate with high efficiency: 97 cents of every donated dollar goes direct to community impact. It starts with you. Give. Volunteer. Take Action. Concept: Current UWKC Messaging - Non Donors % Clicks per Element Average: 4% Maximum: 20% 40% of respondents did not click any elements 100 Font size & histogram based on CE word database percentile. Order follows concept word flow. 50

47. Donors are Interested in More Information about 3 Priorities and How this is Executed Concept Evaluator Results for: More Information With our economy strained social needs on the rise and public resources dwindling, United Way of King County is where caring people come together to respond and have the biggest, smartest impact United Way is uniquely able to get the big-picture view of problems, and create comprehensive, sustainable solutions. Our partners are individuals and leaders from business, labor, philanthropy, frontline service providers, government, the faith community, and the media. We have a particular focus on three priorities: ending homelessness, giving every child an equal chance to succeed and meeting people's basic needs. We insist on clear progress from those we support, and we operate with high efficiency: 97 cents of every donated dollar goes direct to community impact. It starts with you. Give. Volunteer. Take Action. Concept: Current UWKC Messaging - Current UWKC Donors % Clicks per Element Average: 6% Maximum: 16% 24% of respondents did not click any elements 100 Font size & histogram based on CE word database percentile. Order follows concept word flow. 50

48. Non Donors Are Interested in the Same – UWKC’s Priorities and the Execution of Addressing these Issues Concept Evaluator Results for: More Information With our economy strained social needs on the rise and public resources dwindling, United Way of King County is where caring people come together to respond and have the biggest, smartest impact United Way is uniquely able to get the big-picture view of problems, and create comprehensive, sustainable solutions. Our partners are individuals and leaders from business, labor, philanthropy, frontline service providers, government, the faith community, and the media. We have a particular focus on three priorities: ending homelessness, giving every child an equal chance to succeed and meeting people's basic needs. We insist on clear progress from those we support, and we operate with high efficiency: 97 cents of every donated dollar goes direct to community impact. It starts with you. Give. Volunteer. Take Action. Concept: Current UWKC Messaging - Non Donors % Clicks per Element Average: 5% Maximum: 18% 37% of respondents did not click any elements 100 Font size & histogram based on CE word database percentile. Order follows concept word flow. 50

49. Current UWKC Messaging Current UWKC Donors v. Non-Donors

50. Concept Evaluator Color Key The Color Key below is used as a guide for the colors represented in the following slide. The following Summary Chart slide is representing the top three distributions of all words clicked Please note that if a word is not highlighted in a color it means this word is not represented in the top three distributions of all words clicked