Cancer Research UK named best charity brand of 2014

CRUK returns to the top spot in the annual Third Sector Charity Brand Index; last year's winner, Macmillan Cancer Support, falls to third place behind the Royal British Legion

Cancer Research UK
Cancer Research UK

Cancer Research UK has regained top spot in the annual Third Sector Charity Brand Index, which gauges public awareness of charity brands.

The cancer charity was last year knocked off the top spot for the first time in three years by Macmillan Cancer Support, which has fallen to third on the list, behind the Royal British Legion, which has risen three places to second.

The Charity Brand Index, which is in its sixth year, is compiled in partnership with the market research company Harris Interactive and is based on an online survey of more than 4,000 UK adults.

Respondents were asked at the beginning of July to give their impressions of charities they were aware of, their relevance, whether they trusted them and how likely they were to donate to them.

Comic Relief, which reviewed its investment policies after a BBC Panorama investigation revealed that it had been investing money in alcohol, tobacco and arms companies, has climbed one place to eighth.

Great Ormond Street Hospital Children's Charity, which was one of the biggest movers of 2013, has dropped 10 places in the ranking of 150 charities from second to 12th. Two other charities – RNLI and Guide Dogs – have also left the top 10 to be replaced by BBC Children in Need, the RSPCA and Marie Curie Cancer Care.

Sue Ryder is this year’s biggest climber, rising 22 places to 41st in the index. The men’s health campaign Movember, last year’s highest new entry to the index, also climbed 19 places to 39.

SSAFA, the armed forces charity, fell the furthest, going down 33 places to 82nd.

The International Fund for Animal Welfare is the highest new entry for 2014 at 72.

Kate Eden, head of brand at CRUK, said: "Being ranked as the top charity brand can only help us encourage more people to join our fight to bring forward the day when all cancers are cured."

The top 10 (last year’s ranking in brackets):

1 Cancer Research UK (3)

2 Royal British Legion/Poppy Appeal (5)

3 Macmillan Cancer Support (1)

4 BBC Children in Need (11)

5 British Heart Foundation (7)

6 RSPCA (12)

7 Marie Curie Cancer Care (13)

8 Comic Relief (9)

9 Help for Heroes (4)

10 NSPCC (8)

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