Charities have cast off their image as junk mailers, according to the results of a survey that compared how organisations from different sectors protect personal data.
The survey, conducted by research company fast.MAP on behalf of data asset management company the REaD Group, asked 1,363 people which of four types of organisations they most trusted to handle personal data.
Forty-two per cent said charities, 23 per cent financial institutions, 21 per cent commercial organisations and 14 per cent government.
In its Consumer Attitudes Report, the REaD Group says: "Charities have managed to shake off their image as negligent direct mailers by adhering to best practice guidelines and adopting good database management techniques."
The research also revealed that 29 per cent of adults would stop supporting any charity that sent them badly targeted direct mail and 47 per cent would stop supporting charities they felt were wasting money on marketing communications.
Samantha Wilson, marketing manager at the Fundraising Standards Board, said: "The results of this survey show that the public trusts charities to look after their data.
"With the risk that if charities get their personal information wrong they will simply take their donations elsewhere, it has never been more important for charities to look after their data and follow best practice guidelines."