Cancer Research UK and Help for Heroes rounded off the top three. Two Alzheimer’s charities – Alzheimer’s Research UK and the Alzheimer’s Society – were new entries, highlighting an increased focus on the disease.
Battersea Dogs & Cats Home was another first-time entrant, having reached a wider audience thanks to high-profile media promotion on TV via the Paul O’Grady show 'For the Love of Dogs'.
Cancer Research UK and Macmillan also occupied the top two spots in the Charity Brand Index put together by PRWeek sister title Third Sector, although in the reverse order.
The CharityIndex measured the public’s perception of charities on a daily basis across a range of measures. YouGov’s 2015 rankings were compiled using Buzz scores from across the year. Buzz scores measure whether people have heard anything good or bad about a charity in the previous two weeks.
1 (1) Macmillan Cancer Support – 13.7
2 (2) Cancer Research UK – 9.4
3 (3) Help for Heroes – 7.1
4 (8) RNLI – 5.3
5 (4) British Heart Foundation – 5.2
6 (9) Dogs Trust – 4.9
7 (N/A) Alzheimer’s Research UK – 4.8
= (5) Royal British Legion – 4.8
9 (N/A) Alzheimer’s Society – 4.7
10 (10) Marie Curie Cancer Care – 4.6
= (N/A) Battersea Dogs & Cats Home – 4.6
= (7) British Red Cross – 4.6
= (13) National Trust – 4.6
(2014 rank in brackets)
Briony Gunstone, associate director in public services and not-for-profit at YouGov, said that Macmillan had retained the top spot thanks to effective marketing and media activity as well as successful events such as the World’s Largest Coffee Morning.
"There are a couple of areas of this year’s list that are worth drawing attention to. The first is that in a year dominated by global crises, most notably the situation in Syria and attendant migration crisis, only one internationally focused charity – the British Red Cross – makes the list. This hints at how difficult it can be for aid charities to create a constant noise about the vital work they are doing."
Gunstone also noted that the average Buzz score for the sector as a whole had decreased: "This could be for a number of reasons but it is evident that the rolling series of negative headlines in the sector over the past year has been noticed by the public."