Three new entrants in YouGov 2015 CharityIndex
Melanie May | 1 February 2016 | News
Macmillan Cancer Support is the UK’s top charity brand for the third year running, while three charities entered YouGov’s 2015 CharityIndex top ten for the first time.
The top three positions are retained by the same charities as in 2014, with Cancer Research UK in second place, followed by Help for Heroes in third. RNLI holds fourth position (improving from eighth in 2014) while the British Heart Foundation is fifth, dropping one place.
The three new entrants are Alzheimer’s Research UK (pictured), Alzheimer’s Society, and Battersea Cats and Dogs Home.
The rankings were compiled using YouGov Buzz scores from across the year, which measure whether people have heard anything good or bad about a charity in the previous two weeks.
YouGov’s 2015 end of year charity brand Buzz rankings (2014 rank in brackets):
1 (1) Macmillan Cancer Support – 13.7
2 (2) Cancer Research UK – 9.4
3 (3) Help for Heroes – 7.1
4 (8) RNLI – 5.3
5 (4) British Heart Foundation – 5.2
6 (9) Dogs Trust – 4.9
7 (N/A) Alzheimer’s Research UK – 4.8
= (5) Royal British Legion – 4.8
9 (N/A) Alzheimer’s Society – 4.7
10 (10) Marie Curie – 4.6
= (N/A) Battersea Dogs & Cats Home – 4.6
= (7) British Red Cross – 4.6
= (13) National Trust – 4.6
Briony Gunstone, associate director in public services and not-for-profit at YouGov said:
“There are a couple of areas of this year’s list that are worth drawing attention to. In a year dominated by global crises only one internationally focused charity – the British Red Cross – makes the list. This hints at how difficult it can be for aid charities to create a constant noise about the vital work they are doing.
“The second is the continuing decline of scores across the sector. For the second year in a row the average Buzz score for the sector as a whole has decreased. This could be for a number of reasons but it is evident that the rolling series of negative headlines in the sector over the past year has been noticed by the public.”
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About Melanie May
Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via thepurplepim.com.