trust in charities

Trust in charities: the levers of power

March 2011Tel: 020 7426 8888Email: joe.saxton@nfpsynergy.netWeb: www.nfpsynergy.net

Overview

1. Which institutions do the public trust most?

2. What makes people trust charities?

3. Why does trust matter for charities?

4. 10 things you can do to increase trust in your

charity

2 J

Which institutions do the public trust most?

3

Least trusted

Most trusted

4

What about charities?

7thin the list

How is trust changing?

22% 20% 20% 16%19%

FRSB/ The Fundraising

Standards Board (FRSB), 15%

49% 51%

42%

58%65% 65%

70%

Charities, 53%

0%

20%

40%

60%

80%

100%

Nov 03 (Paper*)

Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10 Jan-11

Volatile levels of trust in charities

“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies” A great deal or quite a lot

77 Base: 1,012 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 11, nfpSynergy

So charities have dropped sharply in the most recent poll

But what about other sectors?

BBC and banks rocked by scandals

“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies”

1010

47%

41%

26%

34%

17%

12%

19%

Banks, 17%

45%

55%

38%

57%

44% 44%

52%

The BBC, 58%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Nov 03 (Paper*) Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10 Jan-11

October 2008 Russell

Brand and Jonathan Ross

prank calls

August 2007 Banking crisis starts

with Northern Rock in the UK

October 2007 Government guarantees bank deposits up to £35,000

October 2008 Government guarantees bank deposits up to

£50,000RBS under state control

September 2008 Lehman Brothers

files for bankruptcy

July 2007 New TV phone-in scandal:

BBC kept £100,000 of

Children In Need cash for itself

May 2010 BBC apologise for DJ Danny

Kelly's 'Queen is dead' jibe

November 2009Mark

Thompson's 70p claims exposed as

BBC expenses published

June 2009Top BBC bosses'

expenses revealed

September 2006'Obscene' £18m pay deal for TV's

Jonathan Ross

Base: 1,012 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 11, nfpSynergy

Trust in government and political institutions always low

“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies”

1111

3%Political Parties, 4%

11% 11%

16%

12%

19%

7%

Government, 12%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Nov 03 (Paper*) Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10 Jan-11

May 2009 Expenses scandal breaks

Base: 1,012 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 11, nfpSynergy

May 2010 General Election

Con-Dem coalition formed

May 2007 Tony Blair resigns, Gordon Brown

becomes Prime

Minister

Traditional institutions very stable

“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies” A great deal or quite a lot

1212

23%26% 24%

31% 30%25% 25%

Legal system, 26%

42%36%

28%

37% 36%33%

38%The Church, 32%

23%

38%34%

40%41%

40%41%

The Royal Family, 42%

78% 76% 75% 76% 76% 78%74%

The Armed Forces, 78%

0%

20%

40%

60%

80%

100%

Nov 03 (Paper*)Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10 Jan-11

Base: 1,012 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 11, nfpSynergy

Trust in public services increased during the recession

“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies” A great deal or quite a lot

1313

51%

63%67%

62%62%57%

51%

58%

46%

Schools, 51%53%

54% 55%60%

The Police, 57%

53%

49%

63%70%

67%

The NHS, 65%

0%

20%

40%

60%

80%

100%

Nov 03(Paper*)

Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10 Jan-11

August 2007 Banking crisis

starts with Northern Rock

in the UK

September 2008 Lehman Brothers files

for bankruptcy

January 2009 UK officially enters

recession

January 2010 UK returns to positive

economic growth

June 2010Emergency

budget announces significant

cuts in public spending

Base: 1,012 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 11, nfpSynergy

5 most volatile trust scores

1414

Highest- lowest

trust score1.Banks -35%

2. Charities 28%3. The NHS 21%4. Schools 21%

5. The BBC 20%

15. Legal system 7%16. The Fundraising Standards Board

(FRSB) 7%17. Insurance companies 6%

18. The Armed Forces 4%19. Political Parties 3%

5 least volatile trust scores

Base: 1,012 adults 16+, Britain. Source: Charity Awareness Monitor, 2006-2011, nfpSynergy

In the socio-economics of 21st

century Britain, no brand will own

anything other than a temporary

lease on the consumer’s interest

and affection. The challenge

represented by potentially rampant

disloyalty sits on the Marketing

Director’s windowsill every

morning.Source: nVision

The story so far

• Trust in charities has dropped in the most recent poll

• But some types of institutions appear to be more

volatile than others

• This is true whether they are highly trusted (like the

Armed Forces) or trusted very little (like political

parties)

• External events appear to be key in changing levels

of trust

• But it is hard to prove cause and effect

Does trust vary by age or gender?

Under 45s

Over 45s

Recent donors and regular worshippers more likely to trust charities

“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the bodies” Charities

1919

52%

37%

57%45%

8%

3%

9%

6%

Given to charity in last 3 months

Not given Regular worshipper/churchgoer

Not worshipper/churchgoer

A great deal

Quite a lot

Base: 1,012 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 11, nfpSynergy

So what makes people trust charities?

R

What do the public say?

3%

5%

8%

14%

20%

28%

33%

44%

45%

47%

57%

0% 20% 40% 60% 80% 100%

I know the charity follows high standards in their fundraising

Fundraising standards make charities trustworthy

Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy

“What makes you likely to trust a particular charity? Please select up to 5 options.”

5%

5%

8%

14%

20%

28%

33%

44%

45%

47%

57%

0% 20% 40% 60% 80% 100%

Nothing would make me likely to trust a charity

The charity is supported by a celebrity

The charity advertises on television

The charity has a partnership with a well-known company

The charity receives funding from the Government

I have heard of the name of the charity

The charity is based in my local area

The charity was established a long time ago

I have had contact with the charity personally

A friend or family member has had contact with the charity

I know the charity follows high standards in their fundraising

Personal contact matters too

Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy

“What makes you likely to trust a particular charity? Please select up to 5 options.”

For example, personal experience of cancer encourages trust in cancer charities

Base: All those who have heard of each organisation among 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy

“Please tell me to what extent you trust each of these charities.” Quite a lot and A great deal scores

58%

68%

67%

66%

69%

69%

69%

64%

73%

73%

75%

78%

78%

82%

Clic Sargent

Breast Cancer Care

Teenage Cancer Trust

Marie Curie

Cancer Research UK

Great Ormond Street Hospital Children's Charity

Macmillan Cancer Support

Experience of cancer (myself, a family member, a friend, acquaintance or colleague) No experience of cancer

Personal ContactThe charity is based in my local areaI have had contact with the charity personallyA friend or family member has had contact with the charity

FundraisingI know the charity follows high standards in their fundraising

Long-establishmentThe charity was established a long time ago

AwarenessI have heard of the name of the charityThe charity advertises on television

EndorsementThe charity is supported by a celebrityThe charity has a partnership with a well-known companyThe charity receives funding from the Government

Resistant to trusting charitiesNothing would make me likely to trust a charity

Demographic differences in drivers of trust

What matters for charity specific trust?

Being long-established helps a bit

Base: All those who have heard of each organisation among 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy

“Please tell me to what extent you trust each of these charities.” Ranked by Quite a lot and A great deal scores

Year of Establishment

Trust

Macmillan Cancer Support

Teenage Cancer Trust

UNICEF

OXFAM

Arthritis Research

UK

GOSHCC

As does building broad public awareness

Base: All those who have heard of each organisation among 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy

“Please tell me to what extent you trust each of these charities.” Ranked by Quite a lot and A great deal scores

Prompted awareness

Trust

43%39%

74%

80%

65%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

RNLI

Oxfam

Macmillan Cancer Support

Well known and trusted

Not well known and not trusted

What about charity size?

41% 47% 55%

Large charities Medium sized charities Small charities

“From the following statements, please indicate whether you think each applies to any of the following organisations: large charities (with an annual income of over £10 million), medium sized charities (with an annual income of between £1 million and £10 million), small charities (with an annual income of under £1 million).”They are generally trustworthy organisations

Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Nov 09, nfpSynergy

Smaller charities have an advantage in trust

31

Does type of cause matter?

Well-known health charities dominate top 20 list

Base: All those who have heard of each organisation among 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy

“Please tell me to what extent you trust each of these charities.” Ranked by Quite a lot and A great deal scores

39%45%47%

42%50%

43%47%49%

39%47%47%46%

43%42%

36%47%46%44%42%

39%

27%21%20%

25%17%

25%21%20%

30%23%23%26%30%31%

38%28%30%33%36%41%

Royal British LegionWRVS

Barnardo'sRSPCA

Age ConcernNSPCC

RNIBRNID

The Salvation ArmyHelp the Aged

Teenage Cancer TrustBreast Cancer Care

British Red CrossMarie Curie

RNLIBritish Heart Foundation

Guide DogsCancer Research UK

Great Ormond Street Hospital Children's CharityMacmillan Cancer Support

Quite a lot A great deal

Sensory impairment and social welfare charities also score well

Base: All those who have heard of each organisation among 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy

“Please tell me to what extent you trust each of these charities.” Ranked by Quite a lot and A great deal scores

39%45%47%

42%50%

43%47%49%

39%47%47%46%

43%42%

36%47%46%44%42%

39%

27%21%20%

25%17%

25%21%20%

30%23%23%26%30%31%

38%28%30%33%36%41%

Royal British LegionWRVS

Barnardo'sRSPCA

Age ConcernNSPCC

RNIBRNID

The Salvation ArmyHelp the Aged

Teenage Cancer TrustBreast Cancer Care

British Red CrossMarie Curie

RNLIBritish Heart Foundation

Guide DogsCancer Research UK

Great Ormond Street Hospital Children's CharityMacmillan Cancer Support

Quite a lot A great deal

Parents more likely to trust children’s charities

Base: All those who have heard of each organisation among 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy

“Please tell me to what extent you trust each of these charities.” Quite a lot and A great deal scores

50%

62%

62%

64%

67%

68%

70%

70%

75%

50%

63%

49%

53%

61%

61%

64%

62%

68%

WWF

Cats Protection

Action for Children (formerly NCH)

Girlguiding UK

Save the Children

The Children's Society

NSPCC

Barnardo's

Teenage Cancer Trust

I don't have children

I have children

Base: All those who have heard of each organisation among 1,000 adults 16+, Britain. Source: Charity Awareness Monitor Jan 10, nfpSynergy

“Please tell me to what extent you trust each of these charities.” Quite a lot and A great deal scores

43%

58%

61%

63%

66%

74%

70%

73%

49%

65%

58%

66%

50%

60%

62%

67%

71%

78%

79%

83%

69%

71%

74%

82%

Care International

WWF

Mencap

Oxfam

Barnardo's

British Heart …

British Red Cross

Guide Dogs

Christian Aid

The Children's Society

Girlguiding UK

The Salvation Army

Active ChristianOther faith/No faith

Christians are generally more likely to trust charities, especially Christian organisations

Key drivers of trust for charities

- Negative media stories

+ Health, cancer- International

+ Contacted the charity or know someone who has

+ Well-known- Niche

+ Long-established- New organisation

Why does trust matter for charities?

J

What are charities trusted to do?

14% 16% 14%19%

6%7% 5%

12%

-3% -3% -4% -2%-18% -14%

-24% -16%

-60%

-40%

-20%

0%

20%

40%

60%

80%

100%

Sep 07 Sep-08 Sep-09 Jan-10 Sep-07 Sep-08 Sep-09 Jan-10

I don't trust charities to make good use of a donation

I trust charities a great deal

I trust charities a fair amount

Spend donations wisely

Base: 1,000 adults 16+, Britain. Source: Charity Awareness Monitor, Jan 10, nfpSynergy

“When you think about charities in general, how much do you trust them to spend a donation wisely/ make good use of a donation? Please choose the one that most represents your views”

Recent donors Non donors

A sizeable minority remain unsure

“Thinking about the charities you regularly support, please indicate to what extent you agree with each of the following statements“ Agree

4141 Base: 954 adults who support charities, 16+, BritainSource: Charity Awareness Monitor, Jul 10, nfpSynergy

15%

37%

39%

55%

64%

I have on occasion wanted to complain to a charity about how I am treated as a supporter

I feel I get too many appeals or newsletters from the charities I support

I feel that charities take my wishes and needs as a supporter seriously

From what I see charities strive to achieve the highest professional standards at all times

I would recommend the charities I support to other people

Local and national charities trusted to deliver different services

“Please indicate which two types of organisations you would trust the most to deliver services to particular groups in society”

42 Base: 1003 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy

42%

43%

43%

47%

48%

48%

48%

56%

59%

68%

Services for disabled people

Services for people with dementia

Services to support those experiencing mental distress

Looking after children

Services for deaf and hard of hearing people

Services for the homeless

Training to help people with sight loss with daily living skills

International poverty alleviation and development

Cancer services

Delivering aid to disaster appeals overseas

30%

31%

32%

32%

35%

36%

37%

38%

40%

49%

Services for people with dementia

Supporting victims and witnesses of crime

Services for deaf and hard of hearing people

Services to support those experiencing mental distress

Training to help people with sight loss with daily living skills

Services for older people

Services for disabled people

Looking after children

Providing help for young people

Services for the homeless

National Local

Environment and crime are areas where the public struggle to identify a trusted organisation

“Please indicate which two types of organisations you would trust the most to deliver services to particular groups in society”

43 Base: 1003 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy

9%

10%

11%

12%

13%

16%

21%

22%

22%

29%

Cancer services

Services for disabled people

Services for older people

Training to help people with sight loss with daily living skills

Looking after children

Providing help and support for young people

International poverty alleviation and development

Protecting the environment

Supporting victims and witnesses of crime

Tackling climate change

None of these

A framework for trust

44

1) What makes a charity trustworthy?

Levels of

Trust

External events

Type of cause

Breadth of public awareness

Length of establishment

Personal contact with

the organisation

Fundraise responsibly

Spend donations

wisely

Provide services effectively

Vary by:-Charity size-Area of work-Brand name

2) How much are charities trusted?

3) What are charities trusted to do?

10 things you can do to increase trust in your charity

1. Emphasise your charity’s age2. Increase your awareness3. Tell people about your endorsements and awards and

grants4. Tell people about how you are battling to improve

performance and cut costs5. Tell people about how you recruit only the best staff6. Pledge people things – e.g. complaints7. Sprinkle your website and literature with reassuring facts8. Choose the cause that maximises trust9. Give stakeholders a person they can talk to – not an info@10. Tell people things they don’t need to know

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