Some 66% of the British general public feel “overwhelmed” by charity appeals, according to a new survey.
Research agency Vision One surveyed 3,000 people and a third of those asked (33%) said that they have reduced or stopped their charity donations altogether due to financial pressures.
The agency’s Charity Brand Barometer report says that when it came to the public’s engagement with charity brands, it was personal connection, emotions, generational priorities and visibility that mattered most for driving engagement.
It says that while the UK charity sector is one of the country’s most diverse and competitive sectors, “public awareness of sector brands is “concentrated among a relatively small number of nationally recognised charities”.
The top 10 charities by “brand equity” – a measure of momentum and brand strength – are listed as Cancer Research UK, Macmillan Cancer Support, British Heart Foundation, RSPCA, Mind, Alzheimer’s Research UK, Marie Curie, Prostate Cancer UK, NSPCC and Dogs Trust.
Health charities continue to dominate
The research found that established health charities continue to dominate the UK’s top 10 charity brands.
Cancer Research UK, Macmillan and British Heart Foundation all scored high on brand equity, which the report said highlighted “the enduring interest and emotional connection that health-focused charities have built”.
Animal charities, led by the RSPCA in fourth place and Dogs Trust in 10th, also scored highly, which the report notes could be attributed to “the UK’s strong affinity for pets and animal welfare, combined with emotionally powerful communications and a clear, universally understood purpose”.
Macmillan topped the report’s list of “high momentum” charity brands, with momentum being defined as a measure of the public’s perception of its “growth and future potential”, driven by factors such as increased media visibility, greater cultural relevance, and rising public engagement.
Cancer Research, Prostate Cancer, British Heart Foundation and Mind made up the remainder of the top five high momentum charity brands.
Mainstream charity brands with ‘low momentum’
The report also lists the top five “mainstream” charity brands – defined as well-established, highly recognisable charities that nevertheless lacked “momentum” and are not perceived to be growing – as Children in Need, Guide Dogs, Save the Children, British Red Cross and Battersea.
“History shows that even the most established organisations cannot rely on familiarity alone,” it says.
“As public priorities and behaviours evolve, continued relevance, visibility and engagement become critical to sustaining long-term brand strength.”
Tony Lewis, CEO of Vision One, said of the report findings: “Many of the highest performing charities combine heritage and familiarity with a clear sense of ongoing relevance. Momentum is increasingly becoming a defining characteristic of stronger modern charity brands.”
