Reputation is everything
An index of top charity brands has placed Macmillan Cancer Support top.
YouGov’s CharityIndex ranking measures overall brand health with some 74 charities take part in the index.
It measures average impression, quality, value, satisfaction, recommend and reputation by surveying a representative sample of UK adults throughout the year.
Macmillan has come top of the league table since the index launched in 2017.
This year it scored 48.2, slightly up on last year’s score of 46.4.
Cancer Research UK and the British Heart Foundation came second and third respectively – the same as last year. Overall, there was little change to the top ten. Help for Heroes, which had been ranked ninth last year, exited. RSPCA entered in tenth position after increasing its score by five points
| 1. Macmillan Cancer Support – 48.2 |
| 2. Cancer Research UK – 45.7 |
| 3. British Heart Foundation 39.5 |
| 4. Guide Dogs – 34.5 |
| 5. RNLI – 34 |
| 6. Marie Curie – 33.2 |
| 7. Great Ormond Street Hospital Charity – 32.1 |
| 8. Samaritans – 32 |
| 9. NSPCC – 31.2 |
| 10. RSPCA – 30.6 |
All the charities in this year’s top 10 saw an increase in their score. Oxfam saw the largest increase in its score, increasing by 5.1 points to 14.7.
YouGov attributed the improvement in Oxfam and RSPCA's scores to their activity during the pandemic.
Briony Gunstone, director of not-for-profit research at YouGov, said: “Oxfam narrowly beats the RSPCA to first place in the ranking of most improved charities.
"Both have run successful campaigns throughout the coronavirus pandemic, with Oxfam urging people to donate unwanted items and the RSPCA raising awareness around pet abandonment.”
