Cancer Research is top charity brand with 90 per cent public recognition

Cancer Research UK (CRUK) has retained its place as the UK's top charity brand with nine in ten members of the public recognising it, according to Third Sector magazine's Charity Brand Index.

Recognition: The survey asked whether people had heard of or would donate to large UK charities
Recognition: The survey asked whether people had heard of or would donate to large UK charities

Harris Interactive asked more than 4,000 UK adults a number of questions about 155 of the country's biggest charities, including which ones they were aware of, trusted or might donate to.

The resulting index, which will be published in full by the PRWeek sister magazine on 26 September, puts CRUK in the top spot, which it has occupied for five of the survey's seven years. It is followed by fellow cancer charity Macmillan Cancer Support in second, leapfrogging previous runner-up Royal British Legion.

The top five was completed by animal charity the RSPCA, up two places into fourth, and the British Heart Foundation, holding fifth spot. Sixth to tenth positions were held, in this order, by BBC Children in Need, Marie Curie, Help for Heroes, the National Society for the Prevention of Cruelty to Children and Great Ormond Street Hospital Children's Charity.

Standout statistics from CRUK's score included 12 per cent of survey respondents naming it first when asked to name a charity, and 90 per cent of those surveyed being aware of the charity when it was named. The first figure is higher than for any other charity apart from Oxfam (18 per cent mentioning it first) and the second is higher than any other charity.

Stephen Cook, editor of Third Sector, said: "Charities tell us that they find the index useful because of its detail. It's not just a league table – it also measures vital statistics including trust, willingness to donate and effectiveness of media presence. It's done that for the past six years, so you can track progress as well."

Kate Eden, head of brand at Cancer Research UK said the ranking was "further evidence that our fight to 'beat cancer sooner' is really cutting through".

She said: "We're continuing to develop relevant new ways to deliver this message. And this includes a continual push on our visual identity, building on the great foundations of our 2012 rebrand."

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