The regulator’s report, Public Trust and Confidence in Charities, published yesterday, is based on a survey of 1,163 adults in England and Wales, carried out by the research company Ipsos Mori.
It says that public trust in charities has remained high, and points to an increased public appetite for regulation of the sector.
The researchers asked, without suggesting any names: "Are there any specific charities or types of charities that you would trust more than others?"
- 13 per cent of respondents said Cancer Research UK
- 6 per cent named Macmillan Cancer Support
- The British Heart Foundation, the British Red Cross, the NSPCC and Oxfam were each named by 5 per cent of respondents
- The RSPCA and the Salvation Army were each named by 3 per cent of respondents
- 14 charities were named by 1 or 2 per cent of respondents, including the RNLI and Unicef. Médecins Sans Frontières appeared in this batch for the first time ever.
CRUK has enjoyed similarly high levels of trust in previous surveys, while Macmillan’s figure has risen from 1 per cent in 2005.
Some people named types of charities rather than, or alongside, specific names. Health charities were afforded extra trust by 8 per cent of respondents, followed by local charities (7 per cent), well-known charities (6 per cent) and big charities (5 per cent).
Five charities were named as being less trusted than other charities by more than 1 per cent of respondents – all of which also appeared on the most trusted list. There were:
The types of charities least likely to be trusted above others were international charities (10 per cent), small charities and animal charities (4 per cent each), and big charities and those doing door-to-door collections (both 3 per cent).
The top three reasons people gave for saying they trusted a particular charity over others were having seen or experienced their work (34 per cent), believing in the cause (26 per cent) and believing they had a good reputation (23 per cent). The top three reasons people gave for having less trust in particular charities were not knowing how they spent their money (35 per cent), having heard bad stories about them (20 per cent) and the use of what they considered upsetting fundraising techniques (16 per cent).