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RNLI named as most-mentioned charity in 2012

RNLI named as most-mentioned charity in 2012
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RNLI named as most-mentioned charity in 2012

Fundraising | Celina Ribeiro | 15 Feb 2013

The British Red Cross has been knocked off the pole position for the most-mentioned charity in mainstream media, as a new report shows RNLI scored the greatest amount of coverage in 2012.

RNLI tallied up 35,391 mentions in mainstream media last year but the British Red Cross was dominant on social media, with the Syria Crisis Appeal and its work during the UK floods earning the charity more than 810,000 mentions on social networks.

But while RNLI got mentioned most, the Annual Charity Barometer Report found that Unicef had the greatest audience reach in 2012.

Overall coverage of charities increased by 7 per cent in 2012 from 2011, and the national publication which mentioned charities most in reportage was the Guardian Online.

Media and world events had a significant impact on the prevalence of particular charities; the death of Samaritans marathon runner Claire Squires resulted in a fivefold increase in mentions of that charity across a range of media. Similarly, the arrest of Russian political punk group Pussy Riot had a material impact on the frequency of Amnesty International mentions.

But it was celebrities on social media which demonstrated real sway. Boy band One Direction, which has just fewer than ten million Twitter followers, promoted Comic Relief while a tweet from girl band Girls Aloud resulted in 10,000 additional mentions for BBC Children in Need in a single day.

Gorkana Group, which produced the report, analysed 670,075 articles in developing the 2012 barometer.

 (see below for an overview of the most mentioned)

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