The autumn 2016 update reveals that trust in charities has reached its highest level since 2013, now ranking fourth among public institutions, with notable increases among those aged 65 and above. While charity supporters demonstrate significantly higher trust at 69% versus 37% for non-supporters, trust levels have generally risen across most demographics except for the 16-24 and 25-34 age groups. Future research is suggested to explore the relationship between public trust and levels of giving or volunteering.

1. Trust in Charities –
Autumn 2016 update
Public awareness research from 1000
people representative of the UK public
December 2016 – (from research in October
2016)

2. 2
Summary of findings
• Trust in charities is now at the highest level since 2013
• Charities have risen to the fourth most trusted public institution after the
NHS, Schools and the Armed Forces
• A year ago they were in 12th place behind TV and radio stations
• The over 65s now trust charities more than any other group with 70%
trusting charities ‘a great deal’ or ‘quite a lot’. This is an increase from 42%
a year ago.
• Every age group and demographic trust charities more than a year ago –
except 16-24 and 25-34s. These two groups had the most trust in charities
a year ago, and all the other age groups have increased.
• Charity supporters trust charities (at 69%) a lot more than non-supporters
(37%) and have increased from 55% a year ago
• There is no evidence in our research that increases or decreases in trust in
the general public have any impact on levels of giving or volunteering. This
is an avenue for future research.

3. 3
Trust in institutions – the top half
Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, Oct 2016, nfpSynergy
“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the
bodies”
36%
38%
34%
38%
50%
47%
44%
49%
48%
49%
43%
47%
4%
5%
14%
11%
7%
11%
14%
10%
12%
11%
24%
24%
-39%
-40%
-27%
-29%
-27%
-23%
-26%
-27%
-24%
-26%
-19%
-18%
-14%
-12%
-17%
-17%
-8%
-7%
-12%
-9%
-11%
-8%
-8%
-7%
TV and radio stations
Supermarkets
The Royal Family
The BBC
Small businesses
Scouts and Guides
The Police
The Royal Mail
Charities
Schools
The Armed Forces
The NHS
Haven't heard of Very little (1.) Not much (2.) Not sure Quite a lot (3.) A great deal (4.)

4. 4
Trust in institutions – the bottom half
Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, Oct 2016, nfpSynergy
“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the
bodies”
10%
14%
18%
18%
18%
25%
25%
27%
27%
30%
27%
35%
2%
3%
3%
3%
4%
4%
4%
3%
5%
5%
8%
5%
-34%
-40%
-37%
-41%
-41%
-36%
-33%
-42%
-38%
-30%
-27%
-34%
-48%
-32%
-36%
-31%
-32%
-29%
-27%
-21%
-19%
-11%
-29%
-18%
-14%
Political parties
Multinational companies
Government
Insurance companies
Newspapers
Banks
Trade Unions
Local Authorities
Civil Service
Fundraising Regulator
The Church
Legal system
Haven't heard of Very little (1.) Not much (2.) Not sure Quite a lot (3.) A great deal (4.)

5. 5
Trust in charities
Trend data
Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, Oct 2016, nfpSynergy
65%
70%
53%
59%
64% 66%
56%
53%
47%
56% 57%
60%
16%
19%
15% 15%
21% 19%
28%
22%
25% 26%
38%
35%
Jul 09 Jan 10 Jan 11 Jul 11 May 12 May 13 Apr 14 Apr 15 Oct 15 Apr 16 Jul 16 Oct 16
Charities The Fundraising Standards Board (FRSB)/ Fundraising Regulator*
“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the
bodies” A great deal or quite a lot
*Prompted as
Fundraising Regulator in
Oct 16

6. 6
Trust in various institutions
Trend data
Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, Oct 2016, nfpSynergy
65% 60%
67% 71%
44%
49%
33%
35%
12%
29%
22% 22%
7%
21%
3%
12%
Jul 09 Jan 10 Jan 11 Jul 11 May 12 May 13 Apr 14 Apr 15 Oct 15 Apr 16 Jul 16 Oct 16
Charities The NHS The BBC The Church Banks Newspapers Government Political Parties
“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the
bodies” A great deal or quite a lot

7. 7
Trust in Charities in October 2016
Demographics
Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, Oct 2016, nfpSynergy
“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column,
how much trust you have in each of the bodies. Charities” A great deal or quite a lot
60%
56%
63%
64%
57%
62%
57%
57%
51%
58%
61%
56%
70%
69%
37%
Total
Male
Female
AB
C1
C2
DE
16-24
25-34
35-44
45-54
55-64
65+
Charity supporter
Non-charity supporter

8. 8
Demographics of trust in charities - Oct 2016 vs
Oct 2015
Demographics
Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, Oct 2016, nfpSynergy
“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column,
how much trust you have in each of the bodies. Charities” A great deal or quite a lot
60%
56%
63%
64%
57%
62%
57%
57%
51%
58%
61%
56%
70%
69%
37%
48%
47%
48%
55%
50%
44%
43%
61%
53%
45%
46%
41%
42%
55%
33%
Total
Male
Female
AB
C1
C2
DE
16-24
25-34
35-44
45-54
55-64
65+
Charity supporter
Non-charity supporter
Oct-16
Oct-15

9. 9
Trust in charities
By age groups
Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, Oct 2016, nfpSynergy
59%
57%
55%
51%
52%
58%
44%
61%
45%
56%
49%
70%
51%
60%
Sep-06 Jul-08 Jan-09 Jan-11 May-12 Apr-14 Oct-15 Oct-16
16-24 25-34 35-44 45-54 55-64 65+ Total
“Below is a list of public bodies and institutions. Please indicate, by ticking in the appropriate column, how much trust you have in each of the
bodies” A great deal or quite a lot

10. 10
2-6 Tenter Ground
Spitalfields
London E1 7NH
www.nfpsynergy.net
+44 (0)20 7426 8888
insight@nfpsynergy.net
nfpsynergy
nfpsynergy
nfpsynergy
Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH. Registered in England No. 04387900. VAT Registration 839 8186 72