Revealed: the top charity brand of 2019

Third Sector's Charity Brand Index 2019 is based on research involving almost 4,000 people

Cancer Research UK
Cancer Research UK

Cancer Research UK has retained the top spot in Third Sector’s annual Charity Brand Index despite causing controversy earlier this year with a series of adverts linking obesity to cancer.

The charity just pipped Macmillan Cancer Support to the top spot, outscoring it on both consideration and awareness among the public.

CRUK was criticised over the summer for running a campaign that was perceived by some as fat-shaming

However, despite the campaign alienating some supporters, the negative impact on the brand has been limited, this year’s report shows.

The CBI is compiled in partnership with the market research company Harris Interactive, which asked almost 4,000 people which charities they were most aware of, whether they trusted them and how likely they were to donate to them. 

They were also asked which charities they had seen in the news or advertisements, whether they cared about their causes and whether they understood their work.

The British Heart Foundation came third in the list this year, with the RSPCA finishing fourth.

The older people’s charity Age UK was among the biggest climbers, moving up 18 places to number 10 in the list.

Oxfam jumped 22 places to 35th on the list as it looked to get back on track after the safeguarding crisis that engulfed the charity last year, which contributed to it falling 27 places in 2018 to 57th place, its lowest position on the list. It had reached a high of 11th in 2011.

Other big climbers included the Terrence Higgins Trust, which moved 49 places to 98th, and Mencap, which leapt 46 places to 58th.

Great Ormond Street Hospital Children’s Charity and the NSPCC both fell out of the top 10, finishing 12th and 14th respectively. The biggest fallers were Centrepoint, World Vision UK and the British Pregnancy Advisory Service, all of which dropped 31 places.

Andy Hillier, editor of Third Sector, said: "Once again we have seen the biggest fundraising charities with the biggest budgets dominate the top of the Charity Brand Index.

"It is the charities that are consistently advertising and promoting their work that remain front of mind with the public.

"The fact that CRUK launched a controversial campaign but retained the top spot shows that charities can still afford to take risks."  

The top 10 (last year’s position)

1. Cancer Research UK (1)
2. Macmillan Cancer Support (2)
3. The British Heart Foundation (4)
4. RSPCA (7)
5. Royal British Legion/Poppy Appeal (3)
6. BBC Children in Need (6)
7. Marie Curie (5)
8. Comic Relief/Sport Relief/Red Nose Day (10)
9. RNLI (17)
10. Age UK (28)

For more information about buying the full index, contact neil.johnston@haymarket.com.

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