The public are happier to see charity shop managers draw a salary than chief executives, according to new research.

Charity shop managers are more deserving of pay than charity chief executives according to a poll carried out by thinktank NFPSynergy.

Almost two thirds of the public told researchers that shop managers deserve to take home a wage compared with just 44% who thought chief executives did.

In the year since we last did this research, too little has changed

The poll also revealed three in four people already knew that shop managers are paid but less than half thought street funders received an income.

NFPSynergy’s Rob White said charities need to listen to the public’s wishes when it comes to salaries or risk alienating donors.

“In the year since we last did this research, too little has changed,” he said.

“There will always be public reluctance to spending donations on salaries, but charities are clearly still not explaining who is paid, who works for free and why their staff are value for money.

“When will charities learn that they must explain to donors why they need to spend money on salaries?”