Charities are working to rebuild public trust and address concerns about transparency and their operations. Recent research identified key issues including frustration with aggressive fundraising, a desire for greater transparency around spending, and concerns that CEO pay is too high. In response, charities are coordinating messaging, establishing new regulatory bodies, and emphasizing their collective impact. Initiatives to promote understanding include a public-facing website explaining how charities work, factsheets for journalists, and a communications toolkit for charities. The goal is to acknowledge public concerns and shift the narrative to focus on beneficiaries rather than institutions.

1. WHAT’S NEXT ON PUBLIC
TRUST AND CONFIDENCE IN
CHARITIES?
CHLOE STABLES, NCVO
JULY 2016

2. THE STORY SO FAR…
2

3. 2014 2015 2016
Cup Trust scandal and
subsequent Public
Accounts Committee
inquiry
Comic Relief accused of
investing in tobacco,
alcohol and arms firms
NAO report warns that
the Charity Commission
is failing to regulate
charities effectively and
is providing poor value
for money.
Public Administration
Select Committee also
highlights the case of
the Plymouth Brethren
Christian Church
High profile Telegraph
investigation into CEO
pay triggers a
parliamentary inquiry.
Age UK criticised for its
corporate partnership with
E:on
PACAC report into charity
fundraising
Telegraph story on True and
Fair Foundation report on
charity shops
Daily Mail story into Didier
Drogba foundation for failing
to spend money on good
causes
Sun story on NEET Feet
fundraising agency targeting
vulnerable people
2013
NAO report into Big
Society Network
Charity Commission
action on Oxfam’s
perfect storm tweet
IPPR criticised by
Charity Commission for
being too close to the
Labour party
Lobbying Act received
royal assent after much
debate about charities
and their campaigning
role
Charity Commission
investigation into links
between charities and
terrorism
HSBC closes some
Muslim groups'
accounts
Death of Olive Cooke and
subsequent investigations
Daily Mail investigation in
case of Samuel Rae amid
accusations of data
trading
Closure of Kids Company
Sun investigation into
CEO pay
Times investigation and
front page on CEO pay
Times story on legacies:
‘charities cash in on
relatives of the dead.’
Telegraph story on True
and Fair Foundation
report into charity
effectiveness

4. 2016 HAS NOT BEEN AS QUIET AS
SOME MIGHT HAVE HOPED…
4

5. 5

6. 6

7. 7

8. 8

9. 9

10. HOWEVER, CHARITIES ARE
LISTENING TO PUBLIC CONCERNS
AND WORKING HARD TO SHOW THE
PUBLIC THAT THINGS ARE
CHANGING..
10

11. 11

12. 12

13. • Establishment of new Fundraising Regulator
• Renewed code of fundraising good practice
• Many charities are changing the way they fundraise –
only contacting people that have expressly given their
permission, introducing new supporter or donor
charters, or putting in place better systems to oversee
fundraising activity.
• A new legal requirement to ensure they have the right
policies in place re vulnerable people.
• Review of governance code
• Campaign in the autumn to focus on trusteeship
standards
CROSS-SECTOR ACTIVITY

14. UMBRELLA BODIES AND CHARITIES ARE
COORDINATING QUICKER, ROBUST
RESPONSES
14

15. BETTER COMMUNICATIONS
• Better co-ordination of messages across
umbrella bodies and charities
• Narrative strand of Understanding Charities
Group being taken forward by NCVO and
Acevo partnership
• Media strand of the Understanding Charities
Group under Joe Saxton
• Commission on the Donor Experience
15

16. 16

17. 17

18. “We have a new fundraising regulator that’s taking over
responsibility for the code of conduct, and the fundraising
community themselves are absolutely clear that they want
to operate to the highest standards”
“The really important question is not how low your overhead
or your fundraising costs are, the really important question
is, ‘How big is your impact?’
And that’s what donors should be asking all the time”

19. WHAT DOES THE RESEARCH TELL US?
19
Vicky Browning, CharityComms
Julia Pitman, Britain Thinks

20. WHO WE SPOKE TO
2 groups with charity supporters 2 groups with non-charity supporters
 5 women, 3 men
 30-55
 B/C1/C2
 None to have donated a maximum of
£25 to charity in the past 12 months
 None to have a direct debit with any
charity
 Spread of newspaper readership
 Reflects share of votes in 2015 election
 Minimum of 2 BAME
 5 women, 3 men
 30-55
 B/C1/C2
 All to have donated minimum £100 to
charity in the last 12 months
 Minimum 2 to have a direct debit set
up with at least one charity
 Spread of newspaper readership
 Reflects share of votes in 2015 election
 Minimum 2 BAME

21. KEY INSIGHTS
1 The trust issue is real and must be addressed
2 Media coverage is confirming concerns, not creating them
3
4
Attempts to justify CEO pay only serve to increase anger
5
You can’t fix the reality by talking about the ideal
Communicating collective impact is essential to restoring trust

22. The trust issue is real

23. PEOPLE RECOGNISE THE POSITIVE ROLE
CHARITIES PLAY
• Charities’ primary (and most valued) role
is that of service provider
• ‘Raising awareness’ was mentioned,
but understanding of campaigning
is limited
• But people didn’t have clear examples of
the impact of charities at their finger tips
• Instead, most supporters said they
donated to their chosen charities
because of a personal connection
• Either they themselves or a close
friend or relative had experience of
the cause
“If charities weren’t there,
lots of people wouldn’t
get help.”
Non Charity supporter
“I support Rethink and
Mind because I have
experience with someone
close to me having mental
health issues.”
Charity supporter

24. BUT THERE ARE SERIOUS CONCERNS ABOUT
HOW CHARITIES OPERATE
Charities are felt to have become too
corporate
• With advertising spend and CEO pay used
as examples of this
• Nostalgia for the old days when charity
was simpler, more local and more fun
• Sense that there are ‘too many’ charities
today
And are not transparent about how
donations are spent
Almost everyone had an experience of
aggressive fundraising techniques
“There are so many
charities for one particular
area.”
Charity supporter
”My mum and my dad
are being bombarded at
the moment. They’ve hit
a certain age. They get
worried about the sad
stories – I just tell them
‘no’”
Non Charity supporter

25. CHARITY SUPPORTERS ARE PARTICULARLY
FRUSTRATED
• They harbour real doubts about whether
their donation has any impact
• Brought on by concerns about
transparency
• And exacerbated by stories in the
media
• And consider many charity fundraising
techniques invasive and unethical
• This includes ‘chugging’, door to door
fundraising and wasted money on
free ‘gifts’ such as personalised
address labels
• Eventually this will manifest itself
• Already, some spoke of helping causes
more directly, rather than donating
“Street fundraising just
should not be tolerated. I
had a knock at half 9 last
night – that’s not helpful. I
pray I can walk down the
street and just be left alone”
Charity supporter
“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”
Charity supporter

26. Media coverage is confirming concerns,
not driving them

27. FEW WERE ABLE TO CITE EXAMPLES OF MEDIA
COVERAGE THEY HAD SEEN RECENTLY ABOUT
CHARITIES
• Many stated that the sector was getting
‘bad press’ at the moment
• But when asked to mention specific
stories, all groups struggled
• Those stories that were mentioned
focused on fundraising practices
• Others in the group who hadn’t heard
about these cases immediately drew
comparisons with their own personal
experience of this
• The media are seen to be exposing bad
practice, with charities ultimately to blame
“The media are quick
to expose. But if
charities are doing
something they
shouldn’t then that
should be exposed.
It’s got to lie at the
door of the people
who are responsible
for what’s going on.”
Non Charity
supporter

28. COVERAGE IS CONFIRMING RATHER THAN
SHAPING PEOPLE’S VIEWS OF CHARITIES
• People’s underlying suspicions about
charities are brought to the fore
• As well as their own negative
experiences
• Negative stories about charities are
being received in a vacuum
• With nothing about the positive
impact of the sector to balance it out
• Stories about the big charities are
tarnishing the sector as a whole
“It (media coverage)
gives you a negative
aspect because you
like to think that what
you are doing helps
out the majority but
at the back of your
mind you think ‘is
that what they are
actually doing?”
Non Charity
Supporter

29. Attempts to justify CEO pay within the narrative only
serve to increase anger

30. CEO PAY GOES ABOVE AND BEYOND THE
PUBLIC’S VIEW OF WHAT IS ACCEPTABLE
• The need for charities to have an
experienced workforce requiring
payment is accepted
• Such as accountants, back office staff
and experts in their field
• But CEO pay is seen to be too high for
what people feel is a public service role
• CEOs are expected to take a pay cut
from the private sector
• CEO pay levels are a world away from
the average persons’ salary
• Attempting to justify it only serves to
anger people further
• People want to see change
“It’s ok to get paid as
long as it keeps in the
ethos of what charities
are there for. I do think
Chief Exec pay stories
are very damaging.”
Non Charity Supporter
“I don’t have a
problem with people
being paid – it’s the
amount.”
Non Charity Supporter

31. You can’t fix the reality by talking
about the ideal
• Unless people’s concerns are addressed, they won’t
engage with a positive narrative about the sector
• The sector needs to change its behaviour

32. THE PUBLIC’S IDEAS TO IMPROVE TRUST FOCUSED
ON TRANSPARENCY AND IMPACT
• Better monitoring, publishing accounts and
an independent charity adjudicator were top
ideas
• Awareness of current methods and
mechanisms is extremely low
• Improving knowledge of how money is
spent is key
• People also felt charities should do far more
to show their impact
• Sport Relief and Comic Relief were
mentioned as good examples
• Non-supporters have no way of hearing
about the impact of individual charities
• Supporter communications don’t give a
sense of the impact of the sector as a
whole
“You want to have
confidence in them being
transparent, knowing
where your money goes –
that’s the goal
Non Charity Supporter
“Show me a stat that
clearly shows the
difference being made [by
charities].”
Charity supporter

33. Communicating collective impact is essential

34. WE NEED TO BALANCE THE PUBLIC
CONVERSATION ABOUT CHARITIES
• The public have heard a slew of negative
stories about the sector with nothing to
balance them out
• The sector needs to show it is addressing
people’s concerns
• There has been no real communication
about how charities have responded to
the fundraising scandals
• And communicate its collective impact
• Charities need to come together and find
a way to quantify and communicate their
impact

35. SOME RULES FOR BUILDING TRUST IN CHARITIES
1 Acknowledge concerns and communicate change
People need to know charities have listened to their concerns ,
particularly about fundraising techniques, and that behaviour is changing
Make it personal
Talking about small, individual acts of charity speaks to what charities
should be about and makes people feel good about charities
3
4
Demonstrate collective impact
People need to see evidence that the sector as a whole is having an impact
Promote transparency
Proactively promote the fact that charities disclose a range of information about how
they operate – and take steps to ensure this information is accessible2

36. THE NARRATIVE PROJECT
VICKY BROWNING, CHARITYCOMMS
JULIA PITMAN, BRITAIN THINKS
36

37. UNDERSTANDING CHARITIES GROUP OBJECTIVE
To ensure that the public values charities and their
contribution to society by increasing trust, confidence,
knowledge and understanding of the sector

38. KEY CHALLENGE
Charities have dominated the story: scrutiny on charities
as institutions and how they work, rather than on the role
in society they play, and the benefit to society they help
provide

39. SOLUTION
• Tell a story about people making the difference, not
charities
• Focus on the impact and benefit of charity to society,
less on the organisations; how we are all touched by it,
and benefit from it
• Encourage the feeling that giving time, voice and
money for social good and change, is a good,
rewarding feeling
• Explain, where necessary, how and why charities work
the way they do

40. ABOUT THE NARRATIVE PROJECT
• To develop an overarching brand narrative that outlines
a set of value propositions that unites a diverse sector
• To create a positive affirmation of the difference people
make through both charity and charities

41. ABOUT THE NARRATIVE PROJECT
• The narrative will be a tool for charities from which they
will be able to draw down consistent responses to critical
questions about how modern charities operate and
demonstrate how their own impact contributes to the
impact of the sector as a whole
• It will enable us to come together as a sector to improve
understanding of modern charities and how they operate

42. NARRATIVE PROJECT INPUT
ActionAid
Arthritis Research UK*
Association of Chairs
Barnardo’s
British Heart
Foundation*
CAF
CharityComms*
DEC
Friends of the Earth
Guide Dogs
Institute of Fundraising
JDRF
Marine Society and Sea
Cadets
MS Society*
NPC
NCVO*
RSPCA
Roald Dahl’s
Marvellous Children’s
Charity
Scope
Shelter
Stroke Association
(* = project funders)

43. RECOMMENDED NARRATIVE

44. Because of you, charities in the UK are making a difference to millions of lives in our
country and across the world. They play a vital role in our society – and we all
benefit.
Every contribution, however big or small, matters. Whether volunteering, donating
goods or money, sponsoring a friend in a marathon, attending a fundraising event,
or spreading the word, charities harness people’s individual goodwill and combine it
with the professional expertise and vision of others to create the biggest possible
impact. Together, it all adds up to a lot of change.
Charities want to make sure that their supporters and the wider public have 100%
confidence in what they do, because ultimately they exist to serve you.
That means being transparent about how donations are being spent and the impact
they have made, responding to people’s concerns and operating to the highest
standards.
Charities, and all that they achieve, only exist thanks to their supporters and the
wider public.
Charities only make the difference they do, because of you.

45. HOW WILL WE TAKE THE NARRATIVE
WORK FORWARD?
CHLOE STABLES, NCVO
45

46. PEOPLE HAVE QUESTIONS ABOUT CHARITIES

47. THESE ARE THE ANSWERS THEY’RE GETTING

48. A PUBLIC FACING WEBSITE – ‘HOW
CHARITIES WORK’
• A useful place to signpost people who have
questions about the way charities work.
• It will host explainers that charities can use in
response to questions, e.g. on charitable
expenditure
• The site will evolve over time, adding content as
necessary and responding to feedback
• Soft launch in the summer

52. • Provide clear, authoritative
information
• Help people who are setting out
to look for information
• Inform reasonable, interested
members of the public and
others
• Host explainers that charities
can use in response to
questions, e.g. on charitable
expenditure
• Show that we’re taking concerns
seriously and trying to help
people understand how we work
WHAT THIS SITE…
… CAN DO … CAN’T DO
• Give loads of detailed
information and explain every
legal and financial nuance
• Proactively reach millions of
members of the public
• Win round people who were
never going to be happy

53. 53

54. FACTSHEETS FOR JOURNALISTS
• Clear and concise information about charities
• Including how charities are governed, the legal
and regulatory framework they operate under and
how to read charity accounts.
• Will include how sections on how journalists can
widen their pool of sources and who to contact
for expert comment on charity stories.
• Developed in partnership with the Charity Finance
Group

55. WE NEED TO EXPLAIN HOW MODERN
CHARITY HELPS PEOPLE MAKE A
DIFFERENCE…
THAT THE WORLD IS CHANGED BY
CHARITY
55

56. 56

57. A TOOLKIT FOR CHARITIES
• A communications toolkit bringing together:
• research insights into what the public think
about charities
• the narrative framework for how we can talk
to the public about modern charity
• tested messages that resonate with the public
in response to some of the common questions
that charities face.
• Advice on language to use/lose when talking
to the public about
salaries/governance/fundraising.

58. WE NEED CHARITIES TO HELP US GET
THE MESSAGES OUT
58

59. CONSTRUCTIVE VOICES
• Getting constructive stories about charities in
the news
• Creating a more receptive media environment
for charities
• Building relationships with journalists & editors
• Offering a helpful resource to reporters
• Providing another channel for pushing out
stories
• Building up bank of good will
OBJECTIVES

60. CONSTRUCTIVE VOICES
GUARDIAN BACKS CONSTRUCTIVE NEWS
“I came back from the breakfast event and had a
discussion with colleagues about what we thought
about this whole agenda and how we could do it in a
Guardian way”

61. CONSTRUCTIVE VOICES
Charities
Please keep them coming, we are very grateful and excited
to be involved with Constructive Voices.
We have had useful follow up with Huff Post, ITV, and
Telegraph – all v interested in our stories.
Thanks so much. It’s really exciting to receive these
exclusive opportunities through Constructive Voices!
Journalists
Thanks – this sounds like a great resource!
Wonderful idea
EARLY FEEDBACK

62. Chloe Stables
External Relations Manager
NCVO
Chloe.stables@ncvo.org.uk
Vicky Browning
Director
Charity Comms
Vicky@charitycomms.org.uk