Macmillan still the most recognised charity brand

According to the YouGov CharityIndex, the cancer charity retains its top spot, but has performed worse in the first half of 2016 than in the whole of 2015

Macmillan Cancer Support
Macmillan Cancer Support

Macmillan Cancer Support was the charity with the best name recognition among the public during the first half of 2016 for the third year running, but it performed worse than during the whole of 2015, as did Help for Heroes and the RNLI.

Macmillan’s buzz score – a metric that measures whether people have heard anything good or bad about a charity in the previous fortnight – declined from 13.7 at the end of 2015 to 13.0 in the first six months of this year.

The score was published as part of YouGov’s mid-year CharityIndex, which ranked Macmillan, Cancer Research UK and Help for Heroes in the top three spots for the third year in a row. Three charities – the cancer charity Marie Curie, the National Trust and the Alzheimer’s Society – were ranked joint eighth.

The index, which is compiled using data on the public’s perceptions of charities on a daily basis, revealed that the buzz scores of Help for Heroes, the Dogs Trust, the RNLI and the Alzheimer’s Society also fell in the first half of 2016, while those of Cancer Research UK and the British Heart Foundation rose.

Marie Curie and the National Trust’s scores remained the same.

Guide Dogs reappeared in the top 10 list, ranking seventh, having dropped off the list in July 2015.

Four charities fell out of the top 10: Alzheimer’s Research UK and the Royal British Legion, which ranked joint fifth at the end of 2015, and Battersea Dogs & Cats Home and the British Red Cross, which ranked joint tenth.

The rankings were compiled from score averages from the first six months of the year. Researchers interviewed more than 100 people each day on subjects such as the charities they had discussed with friends and family and the charities they had heard of.

The Dogs Trust and the National Trust were added to the rankings in December, so there are no comparative figures for last year.

The top 10 (with mid-year 2015 rankings in brackets) are:

1 Macmillan Cancer Support (1)

2 Cancer Research UK (2)

3 Help for Heroes (3)

4 Dogs Trust (-)

5 British Heart Foundation (4)

6 RNLI (7)

7 Guide Dogs (-)

8 Marie Curie (9)

8 National Trust (-)

8 Alzheimer’s Society (10)

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