Macmillan tops YouGov charity brand index for fifth year

25 Jan 2018 News

Macmillan Cancer Support has been named as the UK’s top charity brand for a fifth year in succession, according to new analysis by YouGov.

YouGov’s annual CharityIndex rankings published yesterday, show that Macmillan has retained is top spot ahead of Cancer Research UK and the British Heart Foundation, who were second and third respectively. The British Heart Foundation jumped from seventh spot in last year's rankings, to third place this year.

Briony Gunstone, research director, not for profit at YouGov, said: “Our rankings reveal another strong year from Macmillan and Cancer Research UK. This is a testament to the charities’ work and marketing efforts over the last twelve months. It’s also been a good year for the British Heart Foundation, who have managed to move up to third place in our rankings.”

The CharityIndex is made up of rankings compiled using ‘buzz’ scores that measure whether the public had heard good versus bad news about a charity in the previous two weeks. The scores released yesterday relate to charity brands throughout 2017.

YouGov noted that, of all the charities in the Index, Age UK’s brand has “experienced the greatest uplift over the last year” increasing by 2.4 points in the past 12 months.

Despite publicised issues around its senior management, the RSPCA was the second most improved charity in terms of branding with a 2.1 point increase throughout 2017. Guide Dogs had the third most improved brand, with its buzz score increasing by 1.5 points.

Full top ten list for 2017

  1. Macmillan Cancer Support (14.2)
  2. Cancer Research UK (10.2)
  3. British Heart Foundation (6.4)
  4. Guide Dogs (6.3)
  5. Dogs Trust (6.2)
  6. RNLI (6.2)
  7. Help for Heroes (5.0)
  8. Battersea Dogs & Cats Home (4.9)
  9. Alzheimer’s Society (4.8)
  10. Alzheimer’s Research UK (4.8)

Buzz score in brackets 


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