Macmillan Cancer Support, Cancer Research UK and Dog’s Trust have been hailed as the UK most loved charities, according to a new report which shows that people who support an organisation are more likely to donate to it; trust it; volunteer for it and act as an advocate.
The BrandVue Most Loved Charities Report, published by intelligence business Savanta, draws on 60,000 interviews annually and highlights the top three charities in each of eight sectors, including animal welfare (the most loved category overall), children and families and disability.
People who love the top three charities in each sector have an average of 4.4 times higher understanding of the organisations and their cause or mission (73%) compared to those who are more lukewarm towards these charities (20%).
The study also shows that loved charities are significantly more trusted by the general public – an important factor considering some high-profile charity crises of trust in recent years, Savanta claims. An average of eight out of ten respondents who love the top three charities trust them (80%). This share is three times higher than people with lower affinity (24%).
Focusing on charity giving, the average one-off donations among people who love the top three charities are up by +3% compared to those who feel less passionately. And crucial regular financial donations are up by +24% among the same group. Similarly, the purchase of branded charity merchandise grows by +6% among those who love the top three brands.
Meanwhile, volunteering grows by +19% among respondents who love the top three charities compared to those with lower affinity. And the propensity to take on the role of informal brand ambassadors and to support organisations by word of mouth as well as online grows by +69% and +5% respectively among those who love the top three charities.
Savanta social and political research director Nicola Marsh commented: “Love can serve as a vehicle to increase both financial and in-kind support for a specific charity , and this is quantified by our report. Inspiring love among the general public is in the interest of each charity that operates in a saturated sector. The anchor point is love.”
The full report is available to download here>