Rethink Mental Illness and the Air Ambulance group of emergency charities are the most trusted major voluntary sector brands, new research shows.
The latest edition of Third Sector’s Charity Brand Index, which is based on research conducted with a representative sample of 4,000 people in April and May, found the two brands topped the list in the trust category.
The research, conducted by Harris Interactive, takes into account answers to a range of questions about trust in each of the 150 charities in the index to determine the most trusted brands.
There are 21 local operational air ambulance services in the UK and one charity that represents air ambulances nationally. The survey’s questions were about air ambulances in general.
The top two brands scored a trust rating of 79 per cent, with Blood Cancer UK two percentage points behind in third place.
Children with Cancer UK and Great Ormond Street Hospital Children’s Charity rounded out the top five.
Cancer Research UK topped the overall list for the 12th time in 15 years, a spot it has occupied since 2017.
The full Charity Brand Index includes tables covering in-depth survey data on publicity, individual giving, recognition and trust, plus individual write-ups for all the top 150 charities.
For more information and to purchase access to the full index, please contact Neil Johnston via email or on 020 8267 4232.
Access to the full index is available at a discount to subscribers of The Knowledge tier.