Did you know that 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 survey, 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."

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.

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 charity 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 life-saving care, and also why millions of Americans support St. Jude as we seek to save children's lives."

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

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