Cancer Research UK has topped YouGov’s 2025 UK charity brand rankings.
The list shows the charities to which members of the public have heard positive news about a brand minus those who have heard negative news.
Based on data collected, the charities were ranked by YouGov’s brand tracking tool BrandIndex, which gave them a “net buzz score”, the first time the organisation has ranked charities in such a way.
With a net buzz score of 12.7, Cancer Research UK topped the list, with Macmillan Cancer Support (YouGov’s top charity for 11 years under its previous ranking system) coming in second with a score of 12.3.
British Heart Foundation, the National Trust and Guide Dogs made up the rest of the top five, with scores of 10.9, 9.0 and 8.3 respectively.
British Red Cross, Age UK, UNICEF, RNLI and Alzheimer’s Society came in at places six to 10.
Michelle Mitchell, chief executive of Cancer Research UK, said: “We’re incredibly proud to be recognised as the UK’s top charity in YouGov’s Charity Buzz rankings for 2025.
“This is thanks to the dedication of our supporters, volunteers, researchers, and staff, whose collective efforts are driving progress in our mission to beat cancer.”
National Trust creates buzz among younger people
The National Trust recorded a higher net buzz score among younger people – Millennials (12.1) and Gen Z (16.3) – than among the public as a whole (9.0).
The charity was also ranked top by net buzz score among high-income donors, while Cancer Research UK was ranked top by low-income donors.
YouGov’s report also looked into who is donating to charities and found that of the 42% of people in the country who donate to charities, 55% are aged over 55.
It also found that charity donors are more likely to have a middle or higher income, with 83% of them saying they donate because they believe in the cause.
Out of the 38% of baby boomers who said they would leave a legacy donation in their will, only 13% have already done so, YouGov found.
It also found that people in the UK are most likely to donate to health and medicine charities (34%), followed by animal charities (30%) and charities dedicated to children and young people (25%).
Ian Neale, key account director at YouGov, said: “Public perception is one of a charity’s most valuable assets.
“Beyond the work they do, the stories people hear, and the sentiment they carry, can build trust, inspire donations, and strengthen long-term support.
“In an era of fast-moving news, this ranking celebrates those inspiring confidence and reminds us that every story told helps shape the future of giving.”
