our scottish research seminar talks
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Our highlights from our research in Scotland, how much do people trust charities and working on your charity brandTRANSCRIPT
Key points
• Trust matters but it is not completely in your control
• Some simple things affect trust in your charity
• You can affect how trusted your charity is
Trust Matters
Trust in charities among other institutions
Since 2006 trust in charities has been on the rise…..
“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”
Base: 1003 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy
51%
42%
58%
65%65%
Charities, 70%
0%
20%
40%
60%
80%
100%
Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10
… but trust in all 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”
Base: 1003 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy
Schools, 54%
The NHS, 65%
Charities, 70%
0%
20%
40%
60%
80%
100%
Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10
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
Little change in trust for traditional institutions
“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”
7 Base: 1003 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy
25%
30%31%
24%26%
Legal system, 25%
40%41%40%
34%38% The Royal Family, 41%
78%76%76%75%76%
The Armed Forces, 74%
0%
20%
40%
60%
80%
100%
Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10
Some institutions have variable levels of trust
“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”
8 Base: 1003 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy
41%
55%
Banks, 19%
26%
34%
17%12%
The BBC, 52%
44%
38%
57%
44%
0%
20%
40%
60%
80%
100%
Sep-06 Jul-07 Jul-08 Nov-08 Jul-09 Jan-10
October 2008 Russell Brand and Jonathan
Ross prank calls
August 2007 Banking crisis
starts with Northern Rock
in the UK
September 2008 Lehman Brothers files
for bankruptcy
What type of charity do you represent?
All charities have an element of stable institutions – they are trusted and it is difficult to lose trust
Charities also have an added sense of being prone to loss of trust
Who trusts charities most?
Women and under 45s more trusting of most organisations
“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/ Quite a lot
Base: 1003 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy
Women Men
Under 45
Over 45
Banks
The Armed Forces
BBC
Charities
The Church
Civil ServiceGovernment
Insurance Companies
Legal System
Local Authorities
NHS
Which groups are
more trusting?
Southerners tend to trust charities less
“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
Base: 1003 adults 16+, BritainSource: Charity Awareness Monitor, Jan 10, nfpSynergy
57%50% 51%
56%61%
55%62% 61%
67%
13%
13% 13%9%
9%16%
12% 14%
18%
0%
20%
40%
60%
80%
100%
Total South East London South West& Wales
North East,Yorks &
Humberside
Midlands North West Scotland East ofEngland
A great deal
Quite a lot
Reasons for trust in particular charities
5%
28%
33%
44%
45%
47%
57%
0% 20% 40% 60% 80% 100%
Nothing would make melikely to trust a charity
I have heard of the name ofthe charity
The charity is based in mylocal area
The charity was establisheda long time ago
I have had contact with thecharity personally
A friend or family memberhas had contact with the
charity
I know the charity followshigh standards in their
fundraising
High standards in fundraising tops the list of reason to trust a charity
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%
28%
33%
44%
45%
47%
57%
0% 20% 40% 60% 80% 100%
Nothing would make melikely to trust a charity
I have heard of the name ofthe charity
The charity is based in mylocal area
The charity was establisheda long time ago
I have had contact with thecharity personally
A friend or family memberhas had contact with the
charity
I know the charity followshigh standards in their
fundraising
High standards in fundraising tops the list of reason to trust a charity
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.”
What explains different levels of trust?
Parents more likely to trust children’s charities than those without 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
50%
62%
68%
70%
70%
75%
50%
63%
61%
64%
62%
68%
0% 20% 40% 60% 80% 100%
WWF
Cats Protection
The Children's Society
NSPCC
Barnardo's
Teenage Cancer Trust
I don't have children
I have children
The longer you have been around the more you are trusted
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
0%
20%
40%
60%
80%
100%
1810 1830 1850 1870 1890 1910 1930 1950 1970 1990 2010
A great deal/quite a lot of trust
Linear (A great deal/quite a lot of trust)
Tru
st
Year Founded
The more people are aware of you the more they trust you
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
0%
20%
40%
60%
80%
100%
0% 20% 40% 60% 80% 100%
A great deal/quite a lot of trust
Trend (A great deal/quite a lot oftrust)
Prompted awareness
Tru
st
Charities with above trend trust
• Twice as likely to have a descriptive name e.g. Teenage Cancer Trust
• More likely to represent clear cut universal causes e.g. cancer
Charities with below trend trust
• More likely to have a ambiguous name e.g. Care International
• Minority ailments, disabilities and mental health
How can you boost trust through communications
• Communicate – the more they know you the more they trust you.
• Communicate clearly – the ‘does what it says on the tin’ rule.
• Communicate simply – more can be less. ALL or SPECIAL are strong positions from which to create trust
• Large charities – tend to be well known and trusted
How can you boost trust – size of charity matters
• Small charities – need to be well known and trusted among their audience
• Medium sized charities – too small to be widely known, too large for the personal effect
What are the challenges to trust in charities?
• The growth of charities – losing the underdog tag
• Growing gap between perception and reality of charities and how they work
• An impression of charities as efficient amateurs
Summary
• Personal experience, awareness and clarity about what a charity does affects trust
• Trust in charities is strong and stronger in times of need
• While we can’t control everything we can help make our charities trusted
Highlights of our work in Scotland
Richard Ollerearnshaw andChristine Choe
Telephone: (020) 7426 8865
email: [email protected]
Web: www.nfpsynergy.net
Who are we?
We are a research consultancy dedicated to the not for profit sector
Our aimto provide ideas, insights and information that help non-profits thrive
We do this bysyndicated tracking packages or tailored research solutions to help you find out what your key stakeholders think about you or the ideas you are working on
nfpSynergy wants to see
a world in which all
non-profit organisations thrive
Attitudes and awareness tracking
Projects and consultancy
Desk research
Focus groups
Depth interview
s
Workshops
Surveys Online
“I found working with nfpSynergy a pleasure and had complete confidence in them. Their analysis and subsequent presentation of the findings was particularly thorough. Our brief is a challenging one and using the insights from the research has been instrumental in helping us to develop our creative material which will help us to achieve our aim.” Remember a Charity
“I was incredibly impressed with the team in terms of their professionalism, skills and the quality of the final report they produced. The team were friendly and approachable and always took our comments on board in a timely and productive way. We felt in control of the project, while at the same time were able to put our trust in nfpSynergy at all times.” YouthNet
A pleasure working with you. Your guidance, counsel and hard work have helped us deliver a challenging but seminal project for Leonard Cheshire on very short timescales. You have helped us move the organisation forward immensely. Thank you.
Are charities seen as Scottish, English or UK wide?
Base: 1,002 adults 16+, ScotlandSource: SCEM October09, nfpSynergy
Regarding the nationality of charities, do you view the following charities as Scottish, English, UK or other? Scottish
1%
1%
3%
5%
9%
20%
36%
71%
94%
96%
97%
97%
97%
0% 20% 40% 60% 80% 100%
Cancer Research UK
Oxfam
Action for Children
RSPCA
Children 1st
Macmillan Cancer Support
Quarriers
Aberlour Childcare trust
MS Society Scotland
SAMH (Scottish Association of Mental Health)
Action for Children Scotland
MND Scotland
Scottish SPCA
Consider the charity to be Scottish
Public view of the nationality of charitiesSelected charities
Scotland in a charity name leaves no doubt
• Unsurprisingly, having ‘Scotland’ or ‘Scottish’ in a charity name leaves no doubt in the public’s mind where the focus lies.
• There is a sharp drop in perception of a charity as Scottish when they do not have Scotland explicitly in the title
• Why does this matter?..
Base: 1,000 adults 16+, ScotlandSource: SCEM April 2010, nfpSynergy
If you were to make a donation to a charity, which of these statements best describes how you would like the money to be spent?
4%
19%
20%
56%
0% 20% 40% 60% 80% 100%
I would prefer for it to bespent internationally
I would prefer for it to bespent in the UK or
internationally
I would prefer for it to bespent in the UK, but not
necessarily Scotland
I would prefer it to be spent inScotland
Strong desire for charitable donations to be spent at home in Scotland...
56%
48%
53% 54%58%
60% 61%
0%
20%
40%
60%
80%
100%
Total 16-24 25-34 35-44 45-54 55-64 65+
Prefer donations to be spent in Scotland
...particularly among older people
Base: 1.000 adults 16+, ScotlandSource: SCEM April10, nfpSynergy
If you were to make a donation to a charity, which of these statements best describes how you would like the money to be spent?
12%
45%
13%
35%
13%
32%
22%24%
21%
29%27%
21%
0%
10%
20%
30%
40%
50%
If I knew the money would only be spent in Scotland To know that I can make a difference after I've gone
16-24 25-34 35-44 45-54 55-64 65+
The age effect applies even to legacy giving‘Why might you choose to remember a charity in your will?’...
Base: 1,000 adults 16+, ScotlandSource: SCEM April10, nfpSynergy
Here are some reasons why some people DO choose to remember a charity in their will. Whether you have left a legacy to a charity or not, please look at the list below and select up to 3 reasons that would be most likely to motivate you to leave a gift to a charity. Please select up to 3 answers
Emphasising Scottish spending may help to attract donors
• A majority of the Scottish public would like to see charitable donations being spent at home in Scotland
• Charities emphasising their Scottish spending should benefit from this
• Older people in particular are receptive to this message
• (...as are readers of the Scottish press, supporters of Scottish independence and SNP supporters)
Public perception of charity spending on admin and fundraising – acceptable versus
actual
Base: 1,002 adults 16+, ScotlandSource: SCEM October09, nfpSynergy
“What would you estimate would be an acceptable percentage of the average charity’s income to be spent on fundraising and administration costs?”/ “What would you estimate is the actual percentage of an average charity’s income that goes on fundraising and administrations costs?”
Public perception shifting on how much charities spend on admin and fundraising
40%
10%
35%
21%
12%
34%
13%
35%
25%
33%
14%
31%
28%
38%
22%
37%
0%
10%
20%
30%
40%
50%
Admin - estimated actualamount
Admin - acceptable amount Fundraising - estimatedactual amount
Fundraising - acceptableamount
Apr-07 Apr-08 Sep-08 Oct-09
Actual amounts spent:
Administration ≈12%
Fundraising 12-25%
The Scottish public do not realise quite how efficient charities are
• Spending money on fundraising is becoming increasingly acceptable to the public
• Actual charity spending on admin and fundraising is below what the public find acceptable – but the public still do not know this
• Emphasising efficiency in publications (e.g. ‘We spend no more than 10p in the pound on admin’) could improve public perceptions and potentially increase donations
Donating
Donating to charity recovers from Apr-09 low
24%21%
28%
78%76%
72% 71%
29%
25%22%
75%79%
0%
20%
40%
60%
80%
100%
Apr-07 (last 3months)
Oct-07 (last 3months)
Apr-08 (last 6months)
Nov-08 (last 6months)
Apr-09 (last 6months)
Oct-09 (last 6months)
No Yes
Base: 1,002 adults 16+, ScotlandSource: SCEM October09, nfpSynergy
“Have you donated to any charity in the last 3 / 6 months?”
September 2008 Lehman
Brothers files for bankruptcy
January 2009 UK officially enters
recession
Donating to charity - by age
Base: 1,002 adults 16+, ScotlandSource: SCEM October09, nfpSynergy
“Have you donated to any charity in the last 3 / 6 months?”
64%
74%
80%
92%
75%71% 73%
76%
83%87%
79%83% 83%
62%
0%
20%
40%
60%
80%
100%
Tot
al
16-2
4
25-3
4
35-4
4
45-5
4
55-6
4
65+
Apr-08 Nov-08 Apr-09 Oct-09
Donations and recession
• Unsurprisingly, during an economic crisis, the numbers of people donating have been significantly lower
• More recent data suggests that numbers of people donating has recovered somewhat but not returned to pre-recession levels
• Giving levels have more or less recovered among 16-30s and 55-64 year-olds
• 35- 54 year olds have yet to return to pre recession donating numbers
• Confidence is still low in Scotland and the most recent data suggests that potential donors are still waiting to see whether the economy will continue its recovery or enter a double-dip recession
Spontaneous recall of charity campaigns Top 9 campaigns recalled by MSPs
15%
2%
5%
5%
5%
6%
6%
7%
9%
11%
17%
0% 10% 20% 30% 40% 50%
I don't recall any
No answer
SWA - against minimum pricing of alcohol
Oxfam
Alzheimers Scotland - Dementia Charter
Stop Climate Chaos
Maggie's Centres
Poppy Appeal
Shelter
Macmillan Biggest Coffee Morning
Breast Cancer - Wear it Pink
Nov-09
Do you recall any specific campaigns, media coverage, or advertising carried out by charities, voluntary organisations or pressure groups, over the last 6 months?
Base: 50 MSPs, Nov09Source: Survey of Scottish Parliament, nfpSynergy
Charities directly impressing MSPs in the last 6 monthsTop 11 charities
3%
6%
7%
7%
7%
8%
9%
10%
12%
12%
15%
16%
0% 10% 20% 30% 40% 50%
None
The Royal British Legion
RNID
RSPB
Children 1st
Oxfam
Amnesty International
Poppy Scotland
Cancer Research UK
Barnardo's
Macmillan Cancer Support
Marie Curie
Nov-09
Which charities have directly impressed you in the last 6 months in your role as an MSP?
Base: 50 MSPs, Nov09Source: Survey of Scottish Parliament, nfpSynergy
4 1-
A charity’s impact on MSPs has to do with a lot more than size
What does your charity brand say about you, and how can you strengthen it?
Jonathan BakerJuly 2010
Tel: 020 7426 8888Email: [email protected]: www.nfpsynergy.net
The complexity of the ideal charity brand
How demographics affect the ideal charity brand
Mind the Gap: where charities are missing the ideal
10 Steps towards creating a strong charity brand
The complexity of the ideal charity brand
How demographics affect the ideal charity brand
Mind the Gap: where charities are missing the ideal
10 steps towards creating a strong charity brand
Ideal attributes‘Care and support ’
17%
22%
33%
58%
29%
31%
28%
30%
50%
56%
49%
55%
0% 20% 40% 60% 80% 100%
Sympathetic
Positive
Supportive
Caring/Compassionate
2010
2009
2008
Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, April 2010
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”
Ideal attributes‘Credentials’
49%
41%
33%
32%
37%
27%
31%
37%
36%
0% 20% 40% 60% 80% 100%
Accountable
Effective/Cost-effective
Professional
2010
2009
2008
Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, April 2010
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”
The complexity of the ideal charity brand
How demographics affect the ideal charity brand
Mind the Gap: where charities are missing the ideal
10 steps towards creating a strong charity brand
Women are more likely to see ideal charities as focused on users and service delivery while ….
….Men are more likely to see ideal charities as self-determined and institutions
Focus on credentials, transparency, institution and service delivery increases with age
Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, Apr 2010
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”
0%
20%
40%
60%
80%
100%
Care/Support Transparency Service delivery Credentials Institution
18-24 25-34 35-44 45-54 55-64 65+
Younger generations are more likely to expect ideal charities to be loud, forward looking and self-determined
Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, Apr 2010
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”
0%
20%
40%
60%
80%
100%
Speaking out Forward looking Self-determined
18-24 25-34 35-44 45-54 55-64 65+
The complexity of the ideal charity brand
How demographics affect the ideal charity brand
Mind the Gap: where charities are missing the ideal
10 steps towards creating a strong charity brand
Ideal v. Average Attributes
The attributes gap:Attributes with potential for improvement
8%
8%
21%
33%
30%
27%
31%
54%
56%
63%
0% 20% 40% 60% 80% 100%
Accountable
Effective / Cost-effective
Honest
Caring / Compassionate
Trustworthy
Ideal
Average
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”
Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, April 2010
The attributes gap:Positive attributes that the average charity is matching
23%
29%
27%
25%
4%
11%
24%
25%
0% 20% 40% 60% 80% 100%
Traditional
Established
Practical
Reputable
Ideal
Average
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”
Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, April 2010
The complexity of the ideal charity brand
How demographics affect the ideal charity brand
Mind the Gap: where charities are missing the ideal
10 steps towards creating a strong charity brand
10 steps to creating a strong charity brand
Step 1: Realise branding matters
Step 2: Realise branding is more than just a logo
Step 3: Start with the beating heart of your organisations
Step 4: Create an essence statement
Step 5: Have an inspiring vision
Step 6: Be clear about your route to delivering your mission
Step 7: Know what you believe in and say it strongly
Step 8: Understand what you want your brand strategy to do
Step 9: Manage your image actively and with commitment
Step 10: Be in it for the long haul
Two integral parts of the brand: Visual and values
Visual elements NameLogoHouse styleColoursMessages
Values elementsVisionCore valuesMissionAdjectivesPurpose
The brand iceberg
VisionCore valuesMissionAdjectivesPurpose
NameLogoHouse styleColoursMessages
What gets seen/heard
The foundations of what gets seen or heard
People don’t:
• Give because you have a great logo• Use your services because of your fantastic
corporate colours• Run your media stories because of your amazing
strapline• Get your leaflets because your house style is so
consistent
The slow drift apart of an organisation’s image
services
publicfundraising
The goal: The purpose of a brand strategy is to maximize the overlap between the circles or bring them into focus for the first time
services
public
fundraising
Hot tips for success
• Clarity and simplicity at the centre• Senior champion visibly involved• Be ruthless about audiences• Be clear what you are not• Everything communicates• Consistency over years• Consistency between internal and external
Key points from today
• Trust can be built through a clear brand and message
• People do not always know who you are and what you do
• Strong brands recognise what people want and show the beating heart of a charity
Links from talks
Research products that informed our talks:
• Charity Awareness Monitor (UK general public) http://nfpsynergy.net/tracking_research/charity_awareness_monitor/default.aspx • Scottish Charity Engagement Monitor (Scottish general public)
http://nfpsynergy.net/tracking_research/scottish_charity_engagement_monitor/default.aspx • Celtic Monitor (Devolved bodies including MSPs) http://nfpsynergy.net/tracking_research/celtic_parliamentary_monitor/default.aspx • Brand attributes (UK general public on brand) http://nfpsynergy.net/tracking_research/brand_attributes_monitor/default.aspx
Links to our free research and reports:
• Building a strong charity brand: http://nfpsynergy.net/includes/documents/cm_docs/2008/a/1_a_strong_charity_brand_comes_from_strong_beliefs_and_values.pdf
• Getting a simple message across http://nfpsynergy.net/includes/documents/cm_docs/2008/o/oct06_getting_the_message_across_final.pdf
• Case studies in branding http://nfpsynergy.net/includes/documents/cm_docs/2008/n/nfpsynergy_jewellers_story_july_2005.pdf
Links to our press releases in Scotland:
• Scottish donations for Scotland http://nfpsynergy.net/mdia_coverage/our_press_releases/scottish_donations_for_scottish_beneficiaries_2.aspx
• Scottish levels of donating (2009) http://nfpsynergy.net/mdia_coverage/our_press_releases/nfpsynergy_press_release_july_09_number_of_scots_giving_to_charity_down_8_percentage_points_yearonyear.aspx
8787
Appendix
8888
Top 20 ideal charity attributes
22%
23%
23%
24%
25%
27%
28%
30%
30%
31%
32%
33%
37%
37%
42%
44%
50%
54%
56%63%
0% 20% 40% 60% 80% 100%
Campaigning
Inspiring
Focused
Practical
Reputable
Accountable
Sympathetic
Positive
Determined/dedicated
Effective/Cost-effective
Passionate
Informative
Professional
Approachable
Helpful
Friendly/Welcoming
Supportive
Honest
Caring/Compassionate
Trustworthy
Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, April 2010
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”
8989
Next 16 ideal charity attributes
8%
8%
10%
11%
12%
13%
14%
14%
15%
18%
21%
0% 20% 40% 60% 80% 100%
Dynamic
Modern
Inclusive
Established
Innovative
Generous
Empowering
Independent
Visionary
Responsive
Fair
Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, April 2010
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”
Ambitious 7%
Challenging 7%
Authoritative 5%
Outspoken 5%
Bold / Direct 4%
Heroic 4%
Traditional 4%
Cautious 2%
Conservative 1%
Exclusive 1%
Greedy/Rich 1%
Boring 0%
9090
Top 10 Ideal attributes for charities working in Child Welfare
Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, April 2010
“Listed below are a number of words that could be used to describe a charity or not for profit organisation. Please choose up to 10 words that you think describe your IDEAL charity…”
24%
27%
27%
30%
30%
34%
36%
36%
45%
45%
0% 10% 20% 30% 40% 50%
Determined / dedicated
Helpful
Sympathetic
Approachable
Professional
Honest
Friendly / Welcoming
Supportive
Caring / Compassionate
Trustworthy
91
Top 10 Ideal attributes for Youth Organisations
21%
22%
25%
28%
29%
39%
39%
24%
27%
23%
0% 10% 20% 30% 40% 50%
Positive
Helpful
Professional
Inspiring
Caring / Compassionate
Approachable
Honest
Supportive
Friendly / Welcoming
Trustworthy
Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, Apr 2010
“Please choose up to 10 words that you think describe your IDEAL charity working in….”
92
Top 10 Ideal attributes for charities working in Disability and Sensory Impairment
23%
27%
27%
28%
29%
31%
35%
37%
38%
42%
0% 10% 20% 30% 40% 50%
Informative
Professional
Sympathetic
Approachable
Honest
Helpful
Friendly / Welcoming
Trustworthy
Supportive
Caring / Compassionate
Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, Apr 2010
“Please choose up to 10 words that you think describe your IDEAL charity working in….”
93
Top 10 Ideal attributes for charities working in Health
25%
26%
28%
28%
29%
31%
34%
35%
39%
40%
0% 10% 20% 30% 40% 50%
Approachable
Effective / Cost-effective
Helpful
Informative
Friendly / Welcoming
Honest
Supportive
Professional
Trustworthy
Caring / Compassionate
Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, Apr 2010
“Please choose up to 10 words that you think describe your IDEAL charity working in….”
94
Top 10 Ideal attributes for charities working in Environment and Conservation
21%
21%
25%
25%
26%
27%
27%
28%
29%
35%
0% 10% 20% 30% 40% 50%
Determined / dedicated
Passionate
Accountable
Practical
Professional
Campaigning
Informative
Honest
Effective / Cost-effective
Trustworthy
Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, Apr 2010
“Please choose up to 10 words that you think describe your IDEAL charity working in…”
95
Top 10 Ideal attributes for charities working in Social Welfare
21%
21%
25%
27%
28%
28%
28%
29%
31%
33%
0% 10% 20% 30% 40% 50%
Informative
Practical
Approachable
Professional
Friendly / Welcoming
Helpful
Honest
Supportive
Caring / Compassionate
Trustworthy
Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, Apr 2010
“Please choose up to 10 words that you think describe your IDEAL charity working in…”
96
Top 10 Ideal attributes for charities working in International Aid and Development
18%
19%
20%
22%
23%
24%
25%
26%
27%
32%
0% 10% 20% 30% 40% 50%
Campaigning
Helpful
Supportive
Practical
Caring / Compassionate
Accountable
Professional
Honest
Effective / Cost-effective
Trustworthy
Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, Apr 2010
“Please choose up to 10 words that you think describe your IDEAL charity working in…”
97
Top 10 Ideal attributes for charities working in Housing and Homelessness
24%
25%
26%
27%
28%
29%
31%
32%
32%
38%
0% 10% 20% 30% 40% 50%
Professional
Practical
Honest
Approachable
Helpful
Friendly / Welcoming
Caring / Compassionate
Supportive
Trustworthy
Supportive
Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, Apr 2010
“Please choose up to 10 words that you think describe your IDEAL charity working in…”
98
Top 10 Ideal attributes for charities working in Advice and Information Services
20%
20%
23%
27%
29%
29%
31%
32%
32%
33%
35%
0% 10% 20% 30% 40% 50%
Effective / Cost-effective
Reputable
Practical
Supportive
Friendly / Welcoming
Approachable
Professional
Honest
Informative
Helpful
Trustworthy
Source: Brand Attributes, nfpSynergyBase: 2,008 adults 16+, Britain, Apr 2010
“Please choose up to 10 words that you think describe your IDEAL charity working in…”
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