Charities top reputation list
7th July 2010
The Reputation Institute has included charities for the first time in its annual assessment of the public’s opinion of organisations and companies – and the charities are streets ahead, thanks largely to well-planned strategies, says the researcher.
The Institute uses a model for measuring reputation by gauging public opinion. The charity sector results have broken all survey records: while the global average score for corporate reputation on the institute's scale is 64.2 out of 100, nine of the 10 charities that were assessed have come out above 80 and three are above 90. The Royal National Lifeboat Institution (RNLI) scored 95.1, the highest mark ever recorded by the institute.
David Wilson, chief executive of the Institute of Chartered Secretaries and Administrators, which researched the charities for the survey says: "The key message for boards is that strong and effective governance and a well-planned strategy go a long way to helping charities maintain a robust reputation regardless of the external environment in which they are operating."
Take a look at the UK scores: http://reputationinstitute.com/contact/ri-uk
The assessment matches Charity Commission research (to be published shortly) which shows that trust in charities has risen in the recession. 40 per cent of those polled in the Commission’s biannual public trust and confidence survey gave charities a trust rating of eight out of ten or higher, which is up from 2008 when 35 per cent gave that high a score.
