When you see a FedEx truck do you think there goes a company that gets things there overnight?  In the moments after a crisis do you see Doctors Without Borders arrive first on scene? Have you considered that Habitat for Humanity’s brand has been valued at over $2 Billion?  Habitat owns only a small amount of construction and administration equipment so much of the value is based on perception.
In Zilch, Nancy Lublin outlines the importance of managing your brand with consistency.

Visit Volunteermatch.org or Idealist.org to see two leaders in the sector.  Each has avoided the temptation to expand their services by adding peripheral programs that would dilute their brands.