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July 2025 - Voluntary

Charities rank only second to doctors as one of the most trusted institutions in the UK, according to latest research: Over half (57%) of people in England and Wales have a level of trust in charities and rank them higher than most other organisations including banks (50%) the police (45%) and social services 33%. Only doctors rank higher, with nearly 7 out of 10 (68%) people stating their trust in doctors.

The annual research conducted by BMG on behalf of the Charity Commission surveyed 4,092 nationally representative individuals in England and Wales between January 7^th and January 13^th, and additionally, focus groups were held between February 26th and March 2025.  The objective was to explore key factors influencing public trust in charities, what motivates people to support them, and how media coverage impacts public perceptions.

The findings show that the primary factors influencing trust in charities include the public's belief that donations are being used honestly to further the charity’s objectives (53%), the charity’s effective fulfilment of its stated purpose by positively impacting individuals and communities (45%), and transparency regarding the amount raised and how the money is spent (39%).

Furthermore, the report emphasises that public support for charities is also influenced by how well a charity manages its funds. Nearly three-quarters (72%) of respondents stated they are more likely to support a charity if most of its funds go directly to the intended cause, while over two-thirds (69%) indicated that transparency about the funds raised and their allocation is a key factor in their continued support.

According to the findings, recent media coverage of charities has made the public more confident about them, with over half (53%) of respondents stating the coverage had made them ‘feel more positive’, which is significantly higher than in 2024 (48%). Interestingly, most participants who participated in qualitative discussions were not overly concerned about ‘bad’ funding sources (such as those associated with fossil fuels), as long as the outcomes justified the means. However, there was a divide between older and younger participants, with younger individuals believing that ethical considerations should not be compromised.

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