Cancer Research UK is the UK’s Most Loved Charity Brand, taking top spot from last year’s winner Macmillan Cancer Support, according to market research company Savanta.
Savanta’s Most Loved Charity Brands surveyed 60,000 UK adults between 1 April 2023 and 31st March 2024 to give a comprehensive view of the third sector brands that they ‘love’, using Savanta’s BrandVue Charities platform.
Healthcare and animal welfare charities continue to be top performers, with Cancer Research UK, Macmillan Cancer Support, Dogs Trust and the RSPCA making up four of the top five.
Children in Need is the most high profile charity to drop out of 2023’s top five, falling seven places to 12th in 2024 – although replaced by another children’s focused charity – Great Ormond Street Hospital Children’s Charity.
Armed forces charities have had a strong year, with Royal British Legion, Help for Heroes and SSAFA all improving on their place in 2023. Among an increasingly squeezed third sector, armed services charities seem to be one of the few sub-sectors where donations appear to be increasing.
Savanta and many of the brands named will be celebrating this year’s Most Loved Charity Brands report at a major event hosted in the Oxo Tower building on 3 July.
Oliver Wright, Head of Public and Corporate at Savanta says,
“Healthcare and animal welfare charities continue to dominate the UK’s Most Loved Charity Brands, but Savanta’s report suggests some interesting movement underneath the surface.”
“In particular the rise of armed forces charity brands, despite impacting comparatively fewer people directly, appears to be a strong case for compelling marketing campaigns, as tensions rise across the world.”
“We’ve been running the Most Loved Brands reports for years, using our sector-leading BrandVue platform, and we think it gives a real insight to our clients of the UK public’s attitudes towards our biggest charities.”
