Consumers have such a low opinion of charity chief executives that they are now only just more trusted to tell the truth than bankers, estate agents and politicians, according to a new consumer survey which rates the trustworthiness of professionals.
The study, carried out for Mumsnet by Ipsos Mori, shows that people put more trust in almost every other profession – including civil servants, pollsters and even hairdressers – than they do in charity bosses.
Just 46% of people polled said they trust charity chiefs to tell the truth, compared with 45% who said they would not touch them with a bargepole.
During the past year, the bosses of many of the UK’s third-sector organisations have been found wanting when appearing in front of the select committee investigating fundraising strategies.
In fact, the bosses of four of the UK’s leading charities – Oxfam, NSPCC, Save the Children and the RSPCA – claimed their own marketing agencies were to blame for the uproar over aggressive practices, maintaining they were as shocked as anyone about the level of abuse.
Some 1,019 adults were surveyed in face-to-face interviews by Ipsos Mori for the annual Veracity Index. Interestingly – and perhaps luckily – neither the advertising nor direct marketing industries were included.
Nurses were the most trusted profession polled, with 93% of respondents saying they trusted them to tell the truth. They were closely followed by doctors on 91%, and teachers on 88%.
‘Money grabbing’ charities flayed over brutal agency
Action for Children takes £100k hit from bust agency
‘Aggressive’ charity agency goes into liquidation
Charities hit by new claims of aggressive fundraising
Oxfam and agencies savaged by charity watchdog
Charity chiefs lay blame on agencies