The Guide to Major Trusts 2025-26. DSC (Directory of Social Change)

What makes a charity brand "the best"?

A recent Third Sector article reported that

Cancer Research UK retains title of best charity brand

The article talks about the latest findings from the annual Third Sector Charity Brand Index, set up to gauge public awareness of charity brands in the UK. And Cancer Research UK has been named as the charity with the best brand for the third successive year.

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We don’t get to see any more details about the research but I have to ask; what makes a charity brand “the best”? I talk and write a lot about brands having to work for their living and actually help charities achieve their objectives. Winning design awards simply isn’t enough if you need to campaign around issues, lobby MPs and fundraise, is it?

It will be great to see more of the underpinning evidence from third Sector’s research over the coming weeks but for now, here’s my view of what the best brands should do for the charities that nurture them:

The acid test of whether a brand is adding most value to a charity is perhaps when the combination of all of the above is enough to make people act in the way the charity needs them to. And then to keep doing so in support of whatever the charity’s bottom line objectives are.

And for the record, I think Cancer Research UK can credit themselves with working towards these ideas and not just occupying the top spot because of the size of their marketing budgets.

What do you think?

PS – If you’d like to know more about how charities can apply this thinking to make their brands work harder as assets, please do get in touch.

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