‘Most loved’ charity brands revealed

The UK’s most loved charity brands have been revealed in research based on the views of 60,000 members of the public.

Macmillan Cancer Support, Cancer Research UK and Dogs Trust have retained the top three placings in the research in 2023, which they also took in the previous year.

But while the top placings have stayed the same, the research found big gains in the public’s affection for social justice and humanitarian aid charities.

It found that Women’s Aid has risen 19 places to 33rd spot and Independent Age has increased by 26 places to 67th.

Meanwhile, in the international aid sector Project Hope has risen 23 places to 42nd and the British Red Cross is up 16 places to 31st.

Other charities in the top ten most loved charity brand list include Great Ormond Street Hospital Children’s Charity, which has moved from fifth to fourth, replacing BBC Children in Need which has moved to fifth.

Make-A-Wish and RSPCA retain sixth and seventh place respectively, as do ninth placed Battersea Dogs and Cats Home and Guide Dogs in tenth.

Another riser in the top ten is the British Heart Foundation, which moves from 12th to eighth, replacing Marie Curie, which has slumped to 11th.

The rankings have been revealed by market research firm Savanta, based on 60,000 interviews collected through its BrandVue Charities platform.

“It is commonly understood that people's attachment to charities is emotional by default,” says its report.

“Whether it stems from a personal connection to a particular cause or a desire to help others, these connections with charities hold personal meaning. However, the bond between charities and their supporters must be nurtured from both ends - it is not a one-way street.

“Donations are something that must be earned - not expected - and charities can achieve this through cultivating strong, personal connections with their supporters. It's not always easy but investing in these relationships can result in a powerful and emotional bond that is deeply valued and endures for years to come.

The full Top 100 rankings for 2023 can be viewed here.

Last month YouGov’s Charity Index Ratings, based on good causes donors are likely to support, also put Macmillan Cancer Support as the top-rated charity, with Cancer Research UK second. It also listed the British Red Cross as one of the most improved charities in terms of public admiration.