Top charity brand of 2016 revealed

The Charity Brand Index is based on research carried out with more than 4,000 UK adults over the summer

Public: placed Macmillan top
Public: placed Macmillan top

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

Cancer Research UK, which has been ranked in first place for the past two years, fell to second place, and BBC Children in Need climbed three places to third.

The index, which is in its eighth year, is compiled in partnership with the market research company Harris Interactive and ranked 155 charity brands based on research carried out with more than 4,000 UK adults between June and August.

Significant climbers in the list included Refugee Action, which was up 48 places to 101st, the disability charity Scope, which rose from 94th last year to 62nd, and Amnesty International, which moved up 25 places to 50th.

Save the Children, which dropped 14 places to 29th in 2015, climbed back to 18th this year.

Brands that significantly fell down the rankings included the RSPCA, which fell from fourth to 17th, the blood cancer charity Anthony Nolan, which dropped from 48th to 63rd, Friends of the Earth, which fell 44 places to 112th, and the YMCA, which went down from 79th in 2015 to 144th this year.

The Salvation Army dropped from 18th to 34th in this year’s list.

The air ambulance brand, consisting of the various charities that operate air ambulance services across the UK, was the highest new entry to the list at 14th.

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.

Kate Barker, director of brand at Macmillan Cancer Support, said the charity was delighted to top the index.

"People are at the heart of the Macmillan brand and it is therefore incredibly important that we are trusted and loved," she said.

"The Charity Brand Index is a great sign that our message is cutting through and resonating, and that we are staying close to the public by effectively engaging them to raise the vital funds we need and delivering vital services to people affected by cancer."

This year’s top 10 (with last year’s ranking in brackets):

1. Macmillan Cancer Support (2)

2. Cancer Research UK (1)

3. BBC Children in Need (6)

4. British Heart Foundation (5)

5. Royal British Legion/Poppy Appeal (3)

6. Marie Curie (7)

7. Great Ormond Street Hospital Children’s Charity (10)

8. Guide Dogs (15)

9. British Red Cross (13)

10. Help for Heroes (8)

For more information on buying the full index, click here

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