Trust in individual charities more important than trust in whole sector, survey says

Research shows importance of its tick logo, argues Fundraising Standards Board

Trust in individual charities is a more important factor in encouraging people to donate than trust in the sector as a whole, according to a new survey carried out for the Fundraising Standards Board.

Fifty-six per cent of the 1,100 adults in Britain polled between October and December by market research company TNS OnLineBus said they would be more likely to give to a charity if they trusted it. Forty-two per cent said they would be more likely to donate if they trusted the sector as a whole. The survey did not specify what was meant by ‘trust'.

Young people were more likely to think trusting charities was important, with 80 per cent of 16 to 24-year-olds saying trust in either a particular charity or the sector as a whole would influence their giving. Only 72 per cent of 55 to 64-year-olds said trust in either the sector or a charity would influence their giving.

Alistair McLean, chief executive of the FRSB, said the organisation had an important role in making sure individual charities, as well as the broader sector, were trusted. "Bigger charities can often afford to market themselves in a way that makes the public trust them," he said. "We piggyback on that with our tick logo and it means smaller charities that use the tick also become more trusted."

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