Charities’ Trademark Filings

Like any other venture, charities have trademark rights. Charities’ names and logos are important assets, and consumer confusion (especially donation-related scams) can be a significant problem for many charities. With that in mind, we took a look at how the twenty-five largest charities in the US treat their trademark portfolios.

There is as much variation in the charities’ trademark protection strategies as there is in the organizations’ charitable missions. Some, like the United Way, St. Jude, and Cru, are very active applicants with numerous trademark registrations and pending applications; others, like the Task Force for Global Health and the Patient Access Network Foundation, have little to no registry presence. There were no obvious correlations between trademark filing decisions and the nature of the charity, its geographic focus, or its religious affiliation or lack thereof.

The graph below is normalized: blue shows the charity’s revenue, red total US trademark filings, and yellow 2016 trademark filings.

CharitiesRevenueFilings.png

For the curious, the non-normalized data follows: it includes not only the three categories charted above but also the “expense ratio” from CharityNavigator.org — the percentage of revenue spent on the stated charitable goal, at least for those organizations required to publicly report that data. CharityNavigator.org has many additional metrics that normalize expense ratios across different types of organizations, which may necessitate very different cost structures.

Organization Revenue Active 2016 Expense Ratio
United Way Worldwide $3,708.00 174 16 91.60%
Task Force for Global Health $3,154 0 0 not rated
Feeding America $2,150 49 3 98.50%
Salvation Army $1,904 77 2 not rated
YMCA of the USA $1,202 74 1 not rated
St. Jude Children’s Research Hospital $1,181 210 14 69.20%
Food for the Poor $1,156 7 0 95.70%
Boys & Girls Clubs of America $923 32 0 81.80%
Catholic Charities USA $921 2 0 78.20%
Goodwill Industries International $902 82 7 not rated
Habitat for Humanity International $829 40 1 81.90%
World Vision $825 40 2 83.90%
American Cancer Society $810 79 6 59.90%
Patient Access Network Foundation $801 1 0 not rated
Compassion International $799 22 2 83.10%
Direct Relief $775 5 0 99.20%
Americares Foundation $740 32 2 97.90%
Lutheran Services in America $723 7 1 not rated
Nature Conservancy $646 35 4 71.20%
American Heart Association $634 97 11 78.70%
American National Red Cross $624 46 0 90.10%
Samaritan’s Purse $565 19 0 88.30%
MAP International $545 15 0 99.20%
Step Up for Students $521 0 0 98.90%
Cru $514 217 6 not rated

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