Revealed: the top charity brand of 2017

Third Sector's latest annual Charity Brand Index, which assesses awareness of 150 charity brands, is compiled in partnership with Harris Interactive

Cancer Research UK: back to top spot
Cancer Research UK: back to top spot

Cancer Research UK has regained the top spot in Third Sector’s annual Charity Brand Index, which gauges public awareness of charity brands.

CRUK replaces Macmillan Cancer Support at the top of the list, which is based on research carried out with more than 4,000 UK adults between June and August and is compiled in partnership with the market research company Harris Interactive.

Other movers at the top of the list, which ranks 150 charities, include Comic Relief and its associated brands, which climbs seven places to fourth, the Air Ambulance brand, which rises seven places to sixth, and the NSPCC, which is up three places to ninth.

Respondents to the survey were asked questions to determine which charities they were most aware of, whether they trusted them, how likely they were to donate to them, whether they had seen them in the news or advertisements, whether they cared about their causes and whether they understood their work.

The biggest climber on the list is the YMCA, which leaps 44 places to 100th. Other significant movers include Friends of the Earth, which climbs 41 places to 71st, and the armed forces charity SSAFA, which is up 29 places to 53rd.

Charities falling down the list include Christian Aid, which falls 53 places to 141st, the biggest single fall, the Wellcome Trust, which falls 44 spots to 147th, and Girlguiding, which drops 39 places to 117th.

Christian Aid has tumbled down the list since 2014, when it was 35th.

The highest new entry to the list is Carers UK, which comes in at 65th.

The top 10 (2016 rating)

1 Cancer Research UK (2)

2 Macmillan Cancer Support (1)

3 BBC Children in Need (3)

4 Comic Relief/Sport Relief/Red Nose Day (11)

5 Royal British Legion/Poppy Appeal (5)

6 Air Ambulance (13)

7 Marie Curie (6)

8 British Heart Foundation (4)

9 NSPCC (12)

10 British Red Cross (9)

For more information on buying the full index, contact

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