Cancer charity beats wealthier rivals in Third Sector and PRWeek's inaugural Charity Brand Index
Macmillan Cancer Support has the best charity brand in the UK, according to a report released today by Third Sector and PRWeek.
The Charity Brand Index, which shows the nation's top 100 charity brands, is based on research by Harris Interactive, which asked 3,032 members of the public seven in-depth questions about the 150 UK charities with the highest fundraising income.
Respondents were asked to assess organisations' brands in areas such as distinctiveness, familiarity and whether they made a positive impression.
Ian Barrow, head of research for the public sector and charities at Harris Interactive, said: "The major influences pushing Macmillan to number one were a high familiarity score and an extremely positive impression of the brand.
"It has a voluntary income of less than a third of the second-placed brand – Cancer Research UK – so the index has demonstrated that charities can successfully punch well above their weight."
Ciaran Devane, chief executive of Macmillan Cancer Support, said: "This wonderful recognition is testament to the important work Macmillan does supporting people who have been diagnosed with cancer."
The Charity Brand Index also found that charities with the prefix ‘Royal' or with connections to the armed forces scored high on trust.
The Royal Marsden Cancer Campaign, which supports the Royal Marsden cancer hospital, was the most trusted charity in the top 100.
An analysis of the different attitudes towards charity cause areas, based on the findings from the survey, will appear in next week's Third Sector magazine.
The full top 100 list is available at www.charitybrandindex.com, along with sample pages of the report, the contents page, the introduction and details of how to buy the whole 132-page Charity Brand Index.