Marketing and Communication

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Below is a list of some Well-known nonprofit organizations and a list of attributes. Look at each nonprofit and identify up to three attributes that you would use to describe your impression of the organization. Don't think too long; just write down the first three words that come to mind when you read the organization's name (if you've never heard of the organization, just leave it blank) When you are done, consider these questions:

• How do your results compare with those of your classmates?
• What do the results suggest about attributes fo the brand in each case?
• Why do you think each organization has the image that it does, either positive or negative?

Organizations:

• American Red Cross
• Salvation Army
• Nature Conservacy
• Greenpeace
• Boy Scouts
• Teach for America
• National Geographic Society
• City Year
• United Way of America
• Doctors without Borders
• Habitat for Humanity
• Children's Defense Fund
• Boston Symphony Orchestra
• Yale University
• YMCA

Attributes:

• Innovative
• well-managed
• caring
• greedy
• unresponsive
• dependable
• high quality
• patriotic
• untrustworthy
• cold-hearted
• friendly
• radical
• exciting
• prestigious
• traditional