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Best Friends Animal Society is the most trusted U.S. animal welfare organization, and the one the public says it’s most likely to donate to, according to a Harris Poll EquiTrend study

Harris Interactive’s 2012 study named Best Friends a “Brand of the Year” for the second year in a row.

Each year, Harris Interactive measures consumer sentiment toward for-profit and non-profit brands and evaluates both on factors including familiarity, quality, trust, leadership, emotional connectedness, likelihood to recommend and performance.

Best Friends Animal Society was named a category winner along with such organizations as the American Red Cross, Goodwill, Girls Scouts USA, Stand Up to Cancer and Food for the Poor.

The 2011 Harris EquiTrend poll named Best Friends as the nonprofit “Brand of the Year” when all nonprofits were grouped in one category. In 2012 the study created categories for nonprofits: animal, environmental, health, international, social services, disability and youth interest.

“We are extremely honored that for the second year in a row Harris Interactive and the people that participated in the poll pointed to Best Friends Animal Society as the nonprofit animal welfare organization with the highest brand equity,” said Gregory Castle, chief executive officer of Best Friends Animal Society.

Established in 1984, Best Friends Animal Society operates the nation’s largest no-kill animal sanctuary for abused and abandoned animals.