How much do the public trust charities?
It is fair to say that 2018 has seen a lot of scrutiny of the charity sector with some very high profile names in the spotlight. It is therefore perhaps not surprising that the CCEW research into the public’s trust of charities came up with some interesting results.
Confidence levels low
The research found that public confidence in charities is currently 5.5 out of 10. This compares to 5.7 out of 10 when the research was last carried out in 2016 and 6.7 out of 10 in 2014. It should be noted that the research was carried out immediately after the Oxfam news hit the press. This still compares favourably with groups such as MPs and journalists, who score below 4 out of 10!
It is also interesting to note that trust is highest among young people and declines as you move up the age range. When asked why trust has declined, respondents quoted the recent media reports and that too much charity money is being spent on advertising, wages and admin as being the two main reasons.
Other findings from the research included that 58% of respondents think that charities perform an essential or very important role in society. The main factors affecting the issue of trust are ensuring that donations reach the end cause, as well as making a positive difference.
Has your charity considered how a reduction in public confidence could affects donations and implications for any long term viability?
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