According to a new report, the National Trust is the most prominent brand within the UK charity sector for 2024.
Salience Search Marketing’s annual sector report uncovers the industry’s leaders based on their online prominence and visibility.
The report analysed 11 crucial performance indicators, including year-on-year visibility, search volume trends, and brand awareness, for charity brands, to reveal the industry’s most successful names. The full report is available to view here.
Most Prominent Charity Brand
The report identifies the most prominent names in the charity industry based on consumer familiarity with the brand through online searches or social media interactions. By merging branded search metrics with social media performance, the report determines which brands stand out across various channels, offering insights into their overall prominence in the market.
|
Rank |
Charity Brand |
Monthly Brand Searches |
Owned Social Score |
|
1 |
National Trust |
450,000 |
4,692 |
|
2 |
Dog Trust |
301,000 |
3,178 |
|
3 |
RSPCA |
246,000 |
1,963 |
|
4 |
MacMillan |
60,500 |
3,337 |
|
5 |
Mind |
60,500 |
2,425 |
|
6 |
RSPB |
74,000 |
1,932 |
|
7 |
BatterSea |
60,500 |
2,244 |
|
8 |
Cancer Research UK |
33,100 |
3,913 |
|
9 |
BBC Children in Need |
49,500 |
2,453 |
|
10 |
Mental Health |
74,000 |
1,286 |
With 450,000 monthly brand searches and an owned social score of 4,692, the National Trust ranks as the most prominent charity brand for 2024. Overall, the brand has over 3.2 million combined social media followers across Instagram, Facebook and X (formerly Twitter).
Next, the Dog Trust, known for its work with at-risk canines, records 301,000 monthly searches, ranking as another prominent charity brand.
The RSPCA, an animal welfare charity, ranks as another top name in the sector, recording 246,000 monthly searches and an owned social score of 1,963. In total, the brand has 1.152 million social media followers.
MacMillan, a charity offering cancer patients advice and support, experiences 60,500 searches each month. Additionally, Mind records the same number of searches, but has a slightly lower social following.
The RSPB, known for its work protecting birds, has an owned social score of 1,932 – including over 400,000 Instagram followers. Each month, the charity brand receives around 74,000 searches.
BatterSea is another prominent charity name this year, recording 60,500 searches and boasting an owned social score of 2,244 – with 1.38 million followers across all channels.
Cancer Research UK, a well-known name in the industry for its contribution towards finding a cure, experiences around 33,100 searches on average each month. With 2.1 million followers online, the brand also has an impressive social score of 3,913.
Additionally, BBC Children in Need remains another familiar name in the charity sector, recording an average of 49,500 searches each month. The charity also has an owned social score of 2,453 – with over 1.3 million followers online.
Lastly, ranking as the tenth most prominent charity brand this year is Mental Health, receiving 74,000 searches each month and recording an owned social score of 1,286.
Brett Janes, Managing Director at Salience Search Marketing, said:
“To boost awareness towards the particular cause, it’s important for charity brands to remain prominent in the digital space. It’s been a rewarding twelve months for charities such as the National Trust, Dog Trust and RSPCA, with all three brands dominating search volume and prominence.
“However, charities such as Mental Health could do more to improve its social media following, improving its prominence within the charity industry.”
The full Charity Report 2024 is available to read and download here.