Every year, YouGov’s UK CharityIndex Rankings highlight the best-performing organisations in the third sector according to their overall brand health. Our rankings also showcase the UK’s most improved charity brands.
In 2020, Macmillan Cancer Support have claimed first place with a score of 48.2, while Oxfam have topped our Improver list with a score of 14.7 (+5.1).
CharityIndex scores are calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation scores. The 74 charities ranked 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.
The 74 brands in YouGov CharityIndex were ranked based on the Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
The Index Rankings chart shows the brands with the highest average Index scores between October 1, 2019 and September 30, 2020. The Index Improvers chart ranks the brands with the highest increase in Index, comparing scores from the previous 12-month period. Both scores are representative of the general population of adults 18+.
All Index scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks.
All brands have been tracked for at least 6 months to be included in the rankings and have been tracked for at least 6 months in the prior year’s period (as well as being currently tracked) to appear in the Improvers tables.