British Heart Foundation moves into third place
For the fifth year in succession, Macmillan Cancer Support tops YouGov's CharityIndex rankings.
The annual list shows the organisation retains its position at the head of the list while Cancer Research UK stays in second. The British Heart Foundation is in third, up from seventh next year. Guide Dogs rises to fourth (from ninth), ahead of Dogs Trust and RNLI in joint fifth.
CharityIndex measures the public’s perception of charities on a daily basis across a range of measures. The annual rankings are compiled using Buzz scores from across all 52 weeks of last year. Buzz scores measure whether people have heard anything good or bad about a charity over the previous two weeks.
The remainder of the top ten is made up Help for Heroes in seventh and Battersea Cats and Dogs Home in eighth. The final two places in the list are taken by Alzheimer’s Society in joint ninth alongside Alzheimer’s Research UK.
Age UK is the charity brand that has experienced the greatest uplift in Buzz over the last year, with its score increasing by +2.4 points in the past 12 months. It appears in YouGov’s list of the brands with the most improved Buzz score ahead of the RSPCA (+2.1), Guide Dogs (+1.5), British Red Cross (+1.3) and British Heart Foundation (+1.3).
Overall, 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.