Building trust in charities Whats driving the decline in public - PowerPoint PPT Presentation

Building trust in charities What’s driving the decline in public trust in charities and what can be done to rebuild it? britainthinks.com BritainThinks | Private and Confidential

What we did 2 x groups of charity 2 x groups of charity supporters supporters 2 x groups of non-charity 2 x groups of non-charity supporters supporters BritainThinks | Private and Confidential 2

1. The trust issue is real and must be addressed BritainThinks | Private and Confidential 3

The data shows that public trust and confidence in charities has fallen recently Public trust and confidence in charities 2016 , independent research conducted by Populus for the Charity Commission BritainThinks | Private and Confidential 4

People have serious concerns about how charities operate Not Aggressive Too corporate transparent fundraising And don’t have specific enough examples of positive impact BritainThinks | Private and Confidential 5

Charity supporters are the most frustrated and this will begin to manifest itself “I’m always conscious of whether the money is actually going to charity. If it was a bit clearer to me or I had more faith in it then I probably would donate more than I do. I do hold back a bit.” BritainThinks | Private and Confidential 6

2. Media coverage is confirming concerns, not creating them BritainThinks | Private and Confidential 7

Coverage is confirming rather than shaping views “The media are quick to expose. But if charities are doing something they shouldn’t then that should be exposed.” And negative stories about charities are being received in a vacuum BritainThinks | Private and Confidential 8

3. Attempts to justify CEO pay only serve to increase anger BritainThinks | Private and Confidential 9

Justifying CEO pay doesn’t work “They don’t need to pay what big companies pay because the people who do it believe in what they are doing.” BritainThinks | Private and Confidential 10

4. If people don’t see change, messaging on this issue will ring hollow BritainThinks | Private and Confidential 11

The public want to see change Demonstrating Changing fundraising transparency in an methods accessible way “If they said…we’ve changed our “Just a simple diagram – your methods and this is what we are money – where its gone – out of a going to do – no cold calling...” pound.” BritainThinks | Private and Confidential 12

5. Communicating impact is essential BritainThinks | Private and Confidential 13

Charities need to be better at communicating impact Show the collective Tell real stories impact of the sector “Show how your act of charity “Show me a stat or picture that ends up – like someone raising clearly shows the difference being money in the office, then it goes to made.” benefit someone in hospital.” This will help to balance out the public conversation about charities BritainThinks | Private and Confidential 14

How to build trust in charities 1 The trust issue is real and must be addressed 2 Media coverage is confirming concerns, not creating them 3 Attempts to justify CEO pay only serve to increase anger If people don’t see change, messaging on this issue will ring 4 hollow 5 Communicating impact is essential BritainThinks | Private and Confidential 15

Thank you For more information: Georgie Whiteley +44 (0)207 8455880 gwhiteley@britainthinks.com BritainThinks Somerset House Strand London britainthinks.com WC2R 1LA BritainThinks | Private and Confidential