Oxfam is the most-improved charity brand
Macmillan Cancer Support takes first place in YouGov’s annual CharityIndex Rankings with an Index score of 48.2.
Index scores measure an organisation’s overall brand health, calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation scores. The charities YouGov ranks must have been tracked for at least 6 months to appear in the top brand rankings, and 18 months to rank in the most improved rankings.
Health charities dominate the top three with Cancer Research UK in second with a score of 45.7 and the British Heart Foundation takes third with a score of 39.5.
Our 2020 rankings also see The Guide Dogs for the Blind Association in fourth place with a score of 34.5, while the RNLI comes in fifth on 34.0.
With Marie Curie (30.6) and Great Ormond Street Hospital (30.3) holding the sixth and seventh spots in our table, fully half of this year’s top ten focus on people affected by medical issues.
Samaritans take the eighth-place berth (32.0), the NSPCC is in ninth with a score of 31.2, while the RSPCA completes the top 10 with and Index score of 30.6.
Oxfam is most improved charity brand
Oxfam takes the top spot among our most improved brands with its score rising by +5.1 points (from 9.6 to 14.7). Its performance follows a year of high-profile campaigns like #SecondhandSeptember, which encouraged Brits to buy clothes from charity shops and was fronted by I May Destroy You star Michaela Coel.
It was closely followed in second place by the RSPCA – which also featured in our overall top ten – which saw its score increase by +5.0 (improving from 25.6 to 30.6 over the past 12 months). Its position may in part be a result of its sustained efforts to raise awareness of pet abandonment during the COVID-19 pandemic. Another animal-centric charity, Battersea Dogs & Cats Home, takes third place, rising by +3.7 (from 23.2 to 26.9).
Children’s charities are well-represented in our most improved rankings: the NSPCC takes fifth spot – increasing by +3.4 (from 27.7 to 31.2) – while Unicef placed eighth (+3.2) Children in Need ranked seventh (+3.2) and Save the Children finished ninth (+3.0).
