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.
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."