- Trust in charities rose early in 2017 and then plateaued in the 55-60% range. - Trust in charities rose to a high of 64% early in 2017, then dipped in the middle of the year to 55% and 57% and rose at year end to 60% - By the end of 2017, Charities were the fifth most trusted public institution after the NHS, the Armed Forces, Police and Schools. Two years ago, charities were in 12th place behind TV and radio stations - Trust in the FRSB and now Fundraising Regulator has more than doubled since 2009: from 15% to 37%. - Charity supporters' trust in charities (in November 2017) is at 70%, a lot higher than non-supporters whose trust levels are at 40%

1. The nfpSynergy ‘Trust in Charity
report for 2017’
Trend data and analysis
Published January 2018 with data from February,
April, August and November 2017

2. 2
Five key points about trust in 2017
1. Trust in charities rose early in 2017 and then plateaued in the 55-60%
range. Trust in charities rose to a high of 64% early in 2017, then dipped in the
middle of the year to 55% and 57% and rose at year end to 60%
2. By the end of 2017, Charities were the fifth most trusted public institution after the
NHS, the Armed Forces, Police and Schools
3. Two years ago charities were in 12th place behind TV and radio stations
4. Trust in the FRSB and now Fundraising Regulator has more than doubled since
2009: from 15% to 37%.
5. Charity supporters’ trust in charities (in November 2017) is at 70%, a lot higher than
non-supporters whose trust levels are at 40%

3. 3
Methodology and notes on trust in charities in 2017
• nfpSynergy carried out an online survey of 1000 people representative of the GB
population by age, gender and social class
• Surveys were carried out in February, April, August and November 2017
• All age groups trust charities fairly equally, ranging from 58% to 62%.
• 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. We need to find
other proxies that may help us understand public support for charities. Its perfectly
possible for somebody to trust a charity and not support one, and vice versa.
• There is absolutely no grounds for complacency in the rise in trust in charities. We
don’t know enough about why trust has risen, and it maybe as much to do with
events like Brexit and Trump’s presidency as anything the charity sector has
specifically done.

4. 4
The most and least trusted institutions – top half
“Please indicate how much trust you have in each of the bodies”
30%
32%
19%
13%
14%
13%
16%
8%
8%
11%
17%
8%
42%
38%
42%
47%
46%
46%
40%
45%
43%
38%
30%
31%
16%
16%
21%
23%
24%
25%
24%
28%
32%
26%
25%
34%
8%
8%
13%
9%
10%
9%
9%
8%
11%
19%
19%
18%
4%
5%
4%
7%
5%
6%
10%
9%
6%
5%
8%
8%
The NHS
The Armed Forces
The Police
Schools
Charities
The Royal Mail
Scouts and Guides
Small businesses
Supermarkets
The BBC
The Royal Family
Legal system
A great deal Quite a lot Not much Very little Not sure Haven't heard of
Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, Oct 17, nfpSynergy

5. 5
The most and least trusted institutions – bottom
half
5%
7%
7%
6%
10%
5%
7%
3%
3%
5%
3%
3%
34%
30%
27%
29%
24%
27%
23%
21%
20%
17%
15%
10%
37%
27%
33%
35%
29%
39%
31%
37%
34%
32%
38%
33%
16%
13%
26%
21%
28%
22%
30%
31%
35%
38%
32%
45%
7%
10%
5%
8%
8%
7%
9%
8%
6%
6%
11%
8%
13%
TV and radio stations
The Fundraising Standards Board (FRSB)
Banks
Civil Service
The Church
Local Authorities
Trade Unions
Insurance companies
Newspapers
Government
Multinational companies
Political parties
A great deal Quite a lot Not much Very little Not sure Haven't heard of
Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, Feb 17, nfpSynergy
“Please indicate how much trust you have in each of the bodies”

6. 6
Trust in charities and the Fundraising Regulator
Trend data
Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, Jul 09-Oct 17, 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” A great deal or quite a lot
19%
15% 15%
21% 19%
28%
22%
25% 26%
38%
35%
38%
35%
31%
37%
70%
53%
59%
64% 66%
56%
53%
47%
56% 57%
60%
64%
57% 55%
60%
Jan 10 Jan 11 Jul 11 May 12 May 13 Apr 14 Apr 15 Oct 15 Apr 16 Jul 16 Oct 16 Feb 17 Apr-17 Aug-17 Nov-17
The Fundraising Standards Board (FRSB)/ Fundraising Regulator* Charities
*Prompted as
Fundraising Regulator
Oct 16 onwards

7. 7
Trust in various institutions
Trend data
Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, Jan 09-Oct 17, 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” A great deal or quite a lot
6%
13% 10%
22% 23%
19%
38%
34%
52%
49%
70%
60% 65%
72%
Jan 10 Jan 11 Jul 11 May 12 May 13 Apr 14 Apr 15 Oct 15 Apr 16 Jul 16 Oct 16 Feb 17 Apr 17 Aug-17 Nov-17
Political Parties Government Newspapers Banks The Church The BBC Charities The NHS

8. 8
Trust in charities
By age groups
Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, Sep 06-Oct 17, nfpSynergy
59%
55%
52%
44%
61%
49%
58%
51%
60%
Sep-06 Jul-07 Jul-08 Nov-08 Jan-09 Jan-10 Jan-11 Jul-11 May-12 May-13 Apr-14 Apr-15 Oct-15 May-16 Oct-16 Feb-17 Apr-17 Aug-17 Nov-17
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 Charities” A great deal or quite a lot

9. 9
Trust in Charities October 2017
Demographics
Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, Oct 2017, 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%
61%
63%
66%
53%
59%
62%
61%
59%
61%
58%
70%
40%
Total
Male
Female
AB
C1
C2
DE
16-24
25-34
35-44
45-54
55-64
65+
Charity supporter
Non-charity supporter

10. 10
Demographics of trust in charities –Oct 2015 (the
low point of charity trust) vs Oct 2017
Demographics
Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, Oct 2015 and Oct 2017, 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%
61%
63%
66%
53%
59%
62%
61%
59%
61%
58%
70%
40%
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-17
Oct-15

11. 11
Demographics of trust in charities - Oct 2016 vs Oct
2017
Demographics
Base: 1,000 adults 16+, Britain | Source: Charity Awareness Monitor, Oct 2015 and Oct 2017, 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%
61%
63%
66%
53%
59%
62%
61%
59%
61%
58%
60%
56%
63%
64%
57%
62%
57%
57%
51%
58%
61%
56%
70%
Total
Male
Female
AB
C1
C2
DE
16-24
25-34
35-44
45-54
55-64
65+
Oct-17
Oct-16

12. 12
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