New Charity Brand Barometer reveals UK still a nation of animal lovers

A NEW study has found that animal charities are still a hit with the public while also highlighting some of the issues the sector faces.

Specialist market research company Vision One Research surveyed 3,000 people across the UK as it created its Charity Brand Barometer.

By looking at charity brand equity, brand strength and brand momentum, it is designed to provide an independent measure of how charity brands are perceived by the UK public.

The study explored the factors that drive awareness, trust, relevance and support, helping charities understand their current position and future growth potential.

Animal Health charities were some of most popular, with 20% of respondents donating to them (compared to just 3% of respondents donating to international aid).

RSCPA, Dogs Trust and Guide Dogs were all in the top 12. Battersea is number 18 and Wildlife Trusts 29.

PDSA, RSPB, Cats Protection, WWF and The Donkey Sanctuary all made the Top 50, showing that we are truly a nation of animal lovers.

Two-thirds of people (66%) feel "overwhelmed by the number of charity appeals". A third of those asked (33%), admitted that they have reduced or stopped their charity donations altogether due to financial pressures while one in 10 people said that they do not actually trust charities to use their donations effectively - just under seven million people.  

Tony Lewis, CEO of Vision One, said: "Trust is very important for charities in this global, digital age.

"This is why the right kind of brand awareness is an ever-important element for charities, particularly in a crowded market that leaves consumers feeling 'overwhelmed'.

"And it is why we have taken all the data from our extensive research and compiled our inaugural Charity Brand Barometer, listing the top 50 charities according to three factors: awareness, momentum and brand strength.

"Younger audiences in particular are looking for organisations that demonstrate aligned values: 56% of Gen Z respondents do say that they will support companies that actively contribute to charities and social causes.

"The type of support varies by age - the younger people are, the more likely they are to offer time, so it’s imperative that charities do connect with their younger audiences in order to be trusted, and communicate what the money is being spent on, to keep getting financial support.

"The Charity Brand Barometer was created to provide charities with an independent benchmark of brand performance.

"It enables organisations to understand where they stand today, identify opportunities for growth and track changes in public perception over time.

"While fundraising performance remains important, a strong brand is often the foundation upon which long-term support, advocacy and loyalty are built."

The launch of the Charity Brand Barometer follows wider research undertaken by Vision One, which explored public attitudes towards charities, donations and trust.

The findings highlight the importance of strong, recognisable brands in helping charities connect with supporters and stand out in a crowded sector.

The Charity Brand Barometer is intended to become an annual benchmark for charity leaders, trustees, marketers, and fundraising professionals seeking to understand how their organisation compares against the sector's strongest brands.

Vision One plans to expand the barometer in the coming years, providing trend analysis and deeper insights into the factors driving charity brand success.

To see the full list, visit: Charity Brand Barometer 2026: Top 50 Charity Brands | Vision One