Research finds trust in charities holding up with half of public

But the report, from Killer Creative, says 45 per cent said their trust in charities had declined in the past year

Public trust: few people said their trust in charities had increased
Public trust: few people said their trust in charities had increased

Almost half of people says their trust in charities has not changed over the past year, new research shows.

The report Love Charity Research 2018, published today by the communications agency Killer Creative, says that 47 per cent of 2,120 people surveyed said their level of trust in charities over the past year had not changed.

But 45 per cent said their trust in charities had fallen over the previous year, with just 4 per cent saying it had increased. The remainder did not know.

Of those who said they now had less trust, the most commonly given reason from a list of suggested options was concern about how charities spent donations, which was cited by 71 per cent of respondents.

Media stories about charities were mentioned by 64 per cent of respondents, and concern about spending on wages was mentioned by 63 per cent.

The survey was conducted by the polling company YouGov in June.

Figures published by the Charity Commission earlier this month, which was conducted just two weeks after the Oxfam scandal broke, showed trust in charities had reached its lowest level since 2005.

Today’s report says that when asked what information they would want to know before donating to charity, 77 per cent of respondents said knowing where the money went was important, 66 per cent named the proportion of money spent on the cause and 60 per cent said they would want to know details of the charity’s impact.

Only 34 per cent said they would want to know what methods the charity used to fundraise.

Rob Alcroft, the chief operating officer of Killer Creative, said the data was an "overwhelming indication" that "transparency was key to answering public concerns".

He said: "There is a clear link between the trust people have for charities, the love that they feel for them and the transparency of the organisation."

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in
Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +

Latest Fundraising Jobs

RSS Feed

Third Sector Insight

Sponsored webcasts, surveys and expert reports from Third Sector partners


Expert Hub

Insurance advice from Markel

Safeguarding in the Third Sector

Safeguarding in the Third Sector

Partner Content: Presented By Markel

Safeguarding - the process of making sure that children and vulnerable adults are protected from harm - is a big concern for organisations in the third sector.