VISION One launches Charity Brand Barometer and outlines challenges facing UK organisations.
A new study 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 do not trust charities to use their donations effectively. Based on UK population estimates, this could equate to millions of adults expressing concerns about how charitable funds are managed.
International aid is one of the areas that appears to have been hardest hit. According to Vision One’s research, only 3% of respondents reported currently donating to charities operating in this sector. In contrast, animal welfare and healthcare were the most popular causes, with both attracting support from 20% of respondents.
Tony Lewis, CEO of Vision One, said:
“Trust is very important for charities in this global, digital age. 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 UK came top of the list when it came to awareness of charity brands, Macmillan Cancer Support was second, and the British Heart Foundation ranked third. The full Vision One Charity Brand Barometer lists the top 50 charities and includes both long-established organisations and newer charities that are clearly resonating with their audiences.
Tony added:
“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.
“The type of support varies by age, with younger people more likely to offer their time through volunteering. The findings suggest it is increasingly important for charities to connect with younger audiences, build trust and clearly communicate the impact of their work in order to maintain long-term 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.
