Charity Brand Index

Which are the country’s leading charities based on the public’s perceptions and awareness? Third Sector Research has partnered with Harris Interactive to deliver its annual Charity Brand Index.

The report is a comprehensive assessment of the nation's top 150 charity brands based on a survey of more nearly 5,000 members of the UK public.

The Charity Brand Index 2020 provides charity comms teams with the hard data needed to measure your organisation’s effectiveness and track your performance year on year. It also enables you to compare your charity’s brand with others working in your cause area and beyond, with a total of 150 included for 2020.


The Charity Brand Index is based on in-depth survey of nearly 5,000 UK adults carried out by Harris Interactive that assesses the brands of charities on a wide range of measures. These include: recognition, trust, willingness to donate, effectiveness of media coverage and advertising, attitudes towards the charity's cause and understanding of the charity's work.

The comprehensive report provides individual written profiles of each of the 150 featured charities detailing the research findings. It also includes tables of all the results for easy reference and analysis of how this year's results compare to those from previous years. The report is provided electronically and all accompanying data will be sent to you by your account handler as Excel spreadsheets.

Those who buy the Charity Brand Index can also purchase the full data sets for any of the other charities in the report. These data sets contain finer details from the survey, information on how responses varied by age and gender, and additional questions not included in the main report.


The list of charities examined during this year’s survey was compiled following the process carried out for 2019’s Charity Brand Index.

The charities were selected on the basis of their voluntary income plus income from charitable activities. This was done to ensure that federated charities and charities with low donations but high charitable activity income were not excluded.

Exempt charities were not included. Charities in England that operated in fewer than 10 local authority areas – the Charity Commission’s definition of a regional or local charity – were also not included in the list.

Because of differences in how income is measured, the sample was limited to charities registered in England and Wales only to ensure the list compared like with like.

2020 pricing 

Report only and data set £2,950
Plus 1 data set £295
Plus 2 to 4 data sets £250 per set
Plus 5 or more data sets £195 per set
Plus previous year's data sets £175 per set
To order your report or for more information, phone us on 020 8267 4232 or email