Macmillan Cancer Support is YouGov's best charity brand 2013

The research company examines public perceptions of charities on a daily basis; Help for Heroes is ranked second, with Cancer Research UK third

Macmillan: best brand
Macmillan: best brand

Macmillan Cancer Support has been named the best charity brand of 2013 by the research firm YouGov.

The cancer support charity topped the most recent Third Sector Charity Brand Index and has been ranked number one in YouGov’s 2013 CharityIndex.

It is the first time that YouGov has published its index, which is compiled using data measuring the public’s perception of charities on a daily basis.

The armed forces charity Help for Heroes came second in the ranking, with Cancer Research UK third.

Researchers questioned a representative sample of 125 different people each day on subjects such as the charities they have talked about with friends and family and the charities they have heard of.

The results are compiled to generate ‘buzz scores’ about the public's perception of an organisation, including measuring whether people have heard good or bad news about a charity in the previous two weeks. The rankings were compiled using averages of these scores from throughout 2013.

Seven of the charities in the YouGov listing were also ranked in the top 10 of the Charity Brand Index.

Gavin Ellison, consulting public sector director at YouGov, said: "The past 12 months have been very challenging for the charity sector and brands have had to be highly strategic in generating income, attention and action. Nowhere is this better illustrated than with Macmillan’s launch of the ‘Not Alone’ campaign.

"The way different aspects of the activity reverberated with different groups, some of whom perhaps would not have previously expected to engage with the charity, shows that Macmillan has first-rate campaign tactics to go alongside its strong long-term brand strategy."

The top 10

1 Macmillan Cancer Support

2 Help for Heroes

3 Cancer Research UK

4 British Heart Foundation

5 RNLI

6 British Red Cross

7 Dogs Trust

8 Guide Dogs for the Blind

9 The Royal British Legion

10 Marie Curie Cancer Care

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