Macmillan tops YouGov CharityIndex 

02 Aug 2018 News

Macmillan Cancer Support has come top of YouGov’s CharityIndex in the second year that the polling agency has been tracking charities.

YouGov launched its CharityIndex last year to measure the overall health of 32 charities using six “brand health metrics”. 

YouGov has given each charity a score based on a 52-week rolling average. This takes into account “quality, value, impression, satisfaction, reputation and whether consumers would recommend the brand to others.” The CharityIndex is an online syndicated survey, where 4,000 surveys are sent daily, to a nationally representative sample. This accounts for 80-100 survey completes per brand (or charity) per day.

When YouGove decided to start tracking charities, it said, it chose the leaders in the sector and since then it has "just been constantly developing and growing due to client demand".

This year’s top ten are rankings are: 

  1. Macmillan Cancer Support – 45.5
  2. Cancer Research UK – 41.8 
  3. British Heart Foundation – 34.9 
  4. RNLI – 31.4
  5. Guide Dogs – 30.8
  6. Marie Curie – 29.1
  7. Great Ormond Street Hopsital – 28.3
  8. NSPCC – 27.0 
  9. Help for Heroes – 26.4
  10. British Red Cross – 25.7 

The top ten are the same as last year. Guide Dogs and Marie Curie have swapped places, as have British Red Cross and Help for Heroes.  

YouGov said the RSPCA experienced the biggest boost this year, with its score rising by 2.2. 

Earlier this year YouGov said that its CharityIndex data suggested that the sector had been impacted by negative headlines. 

“At the end of Q1 2018, a majority of the charities YouGov tracks had seen declines in their Index scores (which measures overall brand health). Across several areas, metrics have seen year-on-year declines – being lower than they were in Q1 2017,” it said.

YouGov also publishes a charity ranking base on ‘buzz’ scores. This ranking is based solely on whether people have heard positive or negative things about charities. 

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