Macmillan Cancer Support tops brand index for second year

14 Jan 2015 News

Macmillan Cancer Support has been ranked top charity brand of 2014 for the second year running, according to a YouGov index that measured people’s perceptions about different charities.

Macmillan

Macmillan Cancer Support has been ranked top charity brand of 2014 for the second year running, according to a YouGov index that measured people’s perceptions about different charities.

The public was quizzed daily about a range of issues throughout the year. Rankings were compiled using 'buzz' scores that measured whether people had heard good versus bad news about a charity in the previous two weeks.

Macmillan retained its position ahead of Cancer Research UK which came in at second place but moved up a spot from the previous year.

Help for Heroes came in third place, down from second place in 2013. Also in the top five was the British Heart Foundation in fourth position and the Royal British Legion in fifth.

Eight out of the top ten charities saw their buzz scores fall slightly over the year. 

Only the Royal British Legion increased its buzz score. Its score rose by 0.6 following the hundredth anniversary of the start of World War One, which generated heightened media coverage.

Marie Curie retained its 2013 score but moved up the rankings and entered the top ten because the charities around it saw their scores fall.

Mid-year buzz scores taken last year were also lower than January 2014 scores and most recent figures show they have dropped further. 

Macmillan's July 2014 buzz score was 18.6, falling to 18.3 by the end of the year. Cancer Research UK had a mid-year score of 13.6, falling to 12.8, while Help for Heroes' July score was 11.3, falling to 11.2 in the most recent figures.  

Briony Gunstone, associate director at YouGov, said: “This is the second year we have released end-of-year charity brand rankings and Macmillan Cancer Support once again heads the list. It is notable just how stable the top ten is; only one charity – Marie Curie Cancer Care – has come in over the past year. Clearly these charities are all still engaging in activity that is achieving cut-through among the public.

“One area that is worth watching over the next 12 months is that – with just two exceptions – there has been a small decrease in the scores across the charities on the list.  It could be a small wobble that will right itself next time. If it continues into next year’s figures, though, it could speak to a wider problem among the sector.”

YouGov’s 2014 end-of-year charity brand buzz rankings (2013 rank in brackets):

  1. (1) Macmillan Cancer Support – 18.3
  2. (3) Cancer Research UK – 12.8
  3. (2) Help for Heroes – 11.2
  4. (6) British Heart Foundation – 7.6
  5. (4) Royal British legion – 7.3
  6. (8) British Red Cross – 6.7
  7. (5) RNLI – 6.7
  8. (9) Dogs Trust – 6.7
  9. (12) Marie Curie Cancer Care – 6.6
  10. (7) Guide Dogs– 5.8 

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