New research reveals 7M Brits don’t trust charities as sector is hit by budgets and doubt

Vision One launches Charity Brand Barometer and outlines challenges facing UK organisations

A new study and Brand Barometer has revealed some of the issues currently challenging UK charities, with cost-cutting and trust being two of the top concerns for consumers.

Specialist market research company Vision One Research surveyed 3,000 respondents across the UK and found that two-thirds (66%) feel “overwhelmed by the number of charity appeals”.

A third of those asked (33%), admitted that they have reduced or stopped their charity donations altogether due to financial pressures and worryingly, one in 10 people said that they don’t actually trust charities to use their donations effectively – that’s just under 7million people[1].

International aid is one of the areas that have been the hardest hit sectors with only 3% of respondents now donating to this sector, whereas in contrast, animals and healthcare were the most popular: both had 20% of respondents donating.

“Trust is very important for charities in this global, digital age,” says Tony Lewis, CEO of Vision One. “This is why the right kind of brand awareness is an ever-important element for charities, particularly in a crowded market that leaves consumers feeling ‘overwhelmed’. And it is why we have taken all the data from our extensive research and compiled our inaugural Charity Brand Barometer, listing the top 50 charities according to three factors: awareness, momentum and brand strength.”

Cancer Research came top of the list when it came to awareness of charity brands, MacMillan was second, and third was the British Heart Foundation.

“Younger audiences in particular are looking for organisations that demonstrate aligned values: 56% of Gen Z respondents do say that they will support companies that actively contribute to charities and social causes,” adds Tony.

“The type of support varies by age –  younger people are the more likely they are to offer time, so it’s imperative that charities do connect with their younger audiences in order to be trusted, and communicate what the money is being spent on, to keep getting financial support.

“The Charity Brand Barometer was created to provide charities with an independent benchmark of brand performance. It enables organisations to understand where they stand today, identify opportunities for growth and track changes in public perception over time. While fundraising performance remains important, a strong brand is often the foundation upon which long-term support, advocacy and loyalty are built.”

The launch of the Charity Brand Barometer follows wider research undertaken by Vision One, which explored public attitudes towards charities, donations and trust. The findings highlight the importance of strong, recognisable brands in helping charities connect with supporters and stand out in a crowded sector. The Charity Brand Barometer is intended to become an annual benchmark for charity leaders, trustees, marketers, and fundraising professionals seeking to understand how their organisation compares against the sector’s strongest brands. Vision One plans to expand the Barometer in the coming years, providing trend analysis and deeper insights into the factors driving charity brand success.

[1] Current UK population is 69,931,528