The RSPCA has been found to have the most improved charity brand, while Macmillan has the highest ranked brand, according to the latest data released by YouGov’s CharityIndex, which measures public opinion of charities.
Charities overall have seen their brand health improve in the poll, suggesting that trust in the sector is once again on the rise.
New data published by YouGov showed that the RSPCA had the largest improvement in its CharityIndex score – which is used to measure overall brand health – in the year between July 2016 and June 2017.
According to YouGov’s figures published today, the RSPCA saw its index score improve by 2.7 points in the 12 months to the end of June, making it the most improved charity brand in the UK. The RSPCA came ahead of other major charities in terms of improved brand health, including Cancer Research UK, the NSPCC and the British Heart Foundation.
The top ten most improved charity brands in the UK were:
- RSPCA
- Cancer Research UK
- NSPCC
- Shelter
- British Heart Foundation
- Macmillan Cancer Support
- Battersea Dogs and Cats Home
- Dogs Trust
- Save the Children
- BBC Children in Need
The CharityIndex surveys “around” 30,000 UK adults online and apportions scores based on “a charity’s quality, value, impression, satisfaction, reputation and whether consumers would recommend the brand to others,” said YouGov.
The YouGov figures, which came from an analysis of 32 charities also showed that the health of UK charity brands as a whole have increased in the last 12 months. YouGov found that the average charity brand score was 22.9 in the year to the end of July 2017 – an improvement on 21.5 on the same period to June 2016 and 22.6 in the year to June 2015.
Briony Gunstone, associate director at YouGov, said the latest CharityIndex results suggested “charities had turned a corner” after years of media and public scrutiny, particularly over fundraising practices.
“Charities have been under intense scrutiny over the past few years and the public perception of the sector suffered. However, this analysis suggests that the worst may be over and charities have turned a corner.
“What is unclear, though, is whether this is because the number of negative headlines about the sector have declined or whether it is the result of charities being better at getting across the value of their work.”
Macmillan tops best brand health over past year
The research found that Macmillan Cancer Support had the strongest overall brand health over the last 12 months, beating out Cancer Research UK in second place and the British Heart Foundation in third.
The top five was rounded out by the RNLI in fourth and Marie Curie in fifth place.
The top ten charities with the best brand health were:
- Macmillan Cancer Support
- Cancer Research UK
- British Heart Foundation
- RNLI
- Marie Curie
- Guide Dogs
- Great Ormond Street Hospital Children’s Charity
- NSPCC
- British Red Cross
- Help for Heroes
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