Cancer Research UK is seen as the country's most innovative and trustworthy charity, according to a survey by the consultancy Incite.
The company, which is part of the St Ives Group, a marketing and publishing company, carried out online interviews with 499 people about what drives their support of charities.
Respondents were asked to indicate to which charity, from a list of 27 , they would apply the statement ‘a charity that I trust'. CRUK topped the list, followed by Macmillan Cancer Support, Help for Heroes, the British Heart Foundation and Marie Curie Cancer Care.
Those polled were asked what drove their trust in charities: 45 per cent said ‘a charity that focuses on supporting the best causes’ and 25 per cent said, a ‘charity that is one of the biggest fundraisers’.
Charities were also ranked in order of how innovative those surveyed thought they were. CRUK also topped this list, followed by Macmillan, BHF, Age UK, and Help for Heroes.
Those polled were asked why they thought charities were innovative. Forty-seven per cent said it was because the charity supports causes that are relevant to their life and 21 per cent said because the charity is always the first to come up with new initiatives. Eleven per cent said because the charity communicates in new and different ways and ten per cent said because the charity is pushing the bounds of technology and science.
Respondents were more likely to remember charity brands than other brands from seeing them on social media, including Facebook and Twitter. Twenty-nine per cent remembered seeing a charity communication on social media in the last six months compared with 20 per cent for other sectors.
John Tearle, associate at Incite, which has carried out similar research across seven sectors, said: "Innovation is important for charities but trust and believing in the cause are central.
"There are usually two or three key factors that organisations have to get right for people to pay attention to them. Then there are differentiating factors, which for charities is innovation. These factors set organisations apart from the crowd.
"Innovation still has a role to play. The charities that are able to use new ways of thinking and communication stand out."