In recent times the charity sector has moved well beyond the idea that “brand” is only for the commercial sector and that engaging in any sort of advertising distracts charities’ focus from their core values and compassion.
The Conservative Party rarely talks about the Big Society agenda any more since its peak in 2011. Nevertheless, the idea that communities should step in where the state has retreated remains a core feature of Conservative policy in government.
The public’s trust in charities has fallen to its lowest level in almost a decade, new research shows. Barely half of people now trust charities; a figure that sees them drop to 8th in a list of Britain’s most trusted institutions as the Armed Forces, the NHS and schools continue to lead the way.
Trust in charities falls from 53% in Spring 15 to 48% in Autumn 2015
Charities have fallen from 8th place to 12th place in just 6 months in the list of trusted public institutions
Now behind supermarkets and TV & Radio stations in levels of trust
There has been much soul-searching in the charity sector in recent weeks about how it is perceived by external audiences. Do the public, or even politicians and journalists, really understand how charities work today?
The latest round of our Journalists’ Attitudes and Awareness Monitor research asked 150 reporters and broadcasters across the media about how well charities understand their needs when approaching them with stories.