Attitudes towards charities and their role
A third (32%) of the public say that their views towards charities have become more positive in the last three
years, compared with a quarter (23%) whose view has become more negative: a positive balance of nine
Figure 1: Perceptions of the sector
Thinking back over the past 3 years would you say in general your views towards charities have become…
Base: 1,035 GB adults surveyed in January 2014
This is indicative of a positive trend which is consistent with other research, including by the Charity Commission
and Ipsos MORI, which showed an increase in trust since 2005. ‘Public trust and confidence in charities remains
high, with the mean score for trust being in line with previous years at 6.7 [out of 10]. Charities are still one of the
A lot more positive
A little more positive
A little more negative
A lot more negative
“We can’t – and shouldn’t – compete with salaries
in the private sector but we need to pay enough to
ensure we get the best people to help our work to stop
children dying needless deaths” (Save the Children)
…they’re not looking for trouble
…it’s not a story, at worse it becomes a bit
of Twitter-fire that soon burns out or gets lost
somewhere (in the newspaper)
…and it gives us a chance to respond and tell the
story about what we do…
…but you’d never guess that from the time I have
to spend internally…
the main focus
What action do we want them to take?
What do they currently think about us?
To make them act, what do they have to think?
Building a brand
What we do?
What area of activity are we in?
What’s our status in the world?
Why we do it?
What’s our goal?
What are the principles that drive us?
How we do it?
What is our personality?
What do we want people to say about us?
Focusing on the audience
Audience: what action do we want them to take?
Our pitch, in one sentence
WHAT’s going on in the world that makes what we do important?
RESPONSE we want
WHY do we feel that this is important? HOW does our work make a difference?