St. Jude Ranked the Most Trusted Charity in the U.S. in New Harris Interactive Survey

Respondents Also Listed St. Jude Second in Brand Equity

MEMPHIS, Tenn. , March 10 /PRNewswire-USNewswire/ -- St. Jude Children's Research Hospital is the charity ranked highest in trust in the United States, according to a public survey conducted by the international research firm Harris Interactive.

The 2010 Harris Poll EquiTrend®, released March 4, also reported that St. Jude ranked second among the nation's top charities in overall brand equity.

"This is an affirmation of the value of the lifesaving work St. Jude Children's Research Hospital has been conducting for almost 50 years," said Dr. William E. Evans, CEO and director of St. Jude. "The American public has embraced Danny Thomas' dream that 'no child should die in the dawn of life,' and we have worked tirelessly to advance that mission."

In addition to finishing first in the trust category, and second in total brand equity, respondents listed St. Jude third as the charity to which they would mostly likely donate. Among all brands, including for profit companies, St. Jude ranked in the top 10 as a brand that respondents most trust.

"We are honored that the American public thinks so highly of St. Jude Children's Research Hospital," said Richard C. Shadyac Jr., CEO of ALSAC, the fundraising organization of St. Jude. "We know that this trust is the reason so many families turn to St. Jude for our lifesaving care, and also why millions of Americans support St. Jude as we seek to save children's lives."

The 2010 EquiTrend^® study conducted by Harris measured 1,151 brands, including nonprofits, and measured brand equity, customer connection, commitment, energy, brand behavior, brand advocacy and trust.

"St. Jude Children's Research Hospital was not only the most trusted non-profit, but the second most trusted brand out of all those tested in our rigorous survey of 1,151 brands across all categories," said Justin Greeves, Senior Vice President of Public Affairs at Harris Interactive.  "This significant achievement demonstrates the value St. Jude has brought to their important mission and, more importantly, the emotional connection they have created with those who support them in so many ways."

This year's EquiTrend^® study was conducted online among 19,708 U.S. consumers ages 15 and over between January 12 and 21, 2010.

This recognition is one of several that underscores St. Jude's unique role in the charitable and health care landscape. St. Jude is the first and only pediatric cancer center designated as a Comprehensive Cancer Center by the National Cancer Institute. In 2009, Parents magazine ranked St. Jude as the number 1 pediatric cancer care hospital in the country, based on the magazine's survey of 75 hospitals nationwide.

Over nearly 50 years, the research conducted at St. Jude has helped push the survival rates for childhood cancers from 20 percent to 80 percent today.  St. Jude has achieved a survival rate of 94 percent for acute lymphoblastic leukemia (ALL) the most common form of childhood cancer. Today, St. Jude continues to conduct the breakthrough research that is changing the way some of the deadliest childhood diseases are treated.

St. Jude treats an average of 5,700 children each year from around the United States and around the world. St. Jude relies primarily on public donations to fund the critical patient care and research that helps find cures and save children worldwide.

About St. Jude

St. Jude Children's Research Hospital is internationally recognized for its pioneering work in finding cures and saving children with cancer and other catastrophic diseases. St. Jude is the first and only pediatric cancer center to be designated as a Comprehensive Cancer Center by the National Cancer Institute. Founded by late entertainer Danny Thomas and based in Memphis, Tenn., St. Jude freely shares its discoveries with scientific and medical communities around the world. St. Jude is the only pediatric cancer research center where families never pay for treatment not covered by insurance. No child is ever denied treatment because of the family's inability to pay. St. Jude is financially supported by ALSAC, its fundraising organization. For more information, please visit www.stjude.org.

SOURCE St. Jude Children's Research Hospital