For the first time financial data from the Charity Commission is combined with insights from BrandVue Charities, a Morar HPI sentiment tracker of 65,000, to show charities the value of their brands, plus its impact on their fundraising.
The new insights come at a time when charities are analysing fundraising strategy following public backlash and cutbacks in institutional giving. The data crystallises the debate about how large charities have grown through the commercialisation of their brands and also reveals opportunities for smaller brands to level the playing field.
- The top five are household names: Cancer Research UK tops the table with a brand worth £2.3bn, followed by British Heart Foundation (£1.3bn) and the Salvation Army (£985m) Macmillan (£910m) and British Red Cross (£767m). The top 100 brands have a combined value of £20bn.
- UK giving is consolidated in a very small number of mega brands. Nearly half of the total £20bn value comes from the top 10. In fact, the 100th brand, The National Autistic Society, has a brand value of less than 1% of Cancer Research UK at #1.
- Given there are more than 100k charities in the UK smaller than the 100th brand, the data suggests some charities may have become too large at the expense of many smaller organisations.
- Brand value equals sustainable income. Charities should embrace marketing and branding and attract more resources for their missions, by connecting and building loyalty with supporters and donors beyond those directly affected.
- To grow unrestricted giving, should charities consider investing in building mass-appeal brands to acquire supporters outside of the natural catchment of their cause or mission, moving beyond a small pool of potential supporters to the wider general public?
BrandVue Charities is a tool that tracks detailed general public sentiment from 65,000 responders a year towards 120 UK charities each day, capturing opinions from supporters and non-supporters. Unique in its depth and breadth, it comes with a cutting-edge dashboard, offering users the most accurate and actionable picture of the charitable landscape ever seen.
Offering insight for all charities, as well as the report containing detailed data about the top 100 brands, Morar HPI offers strategic insights any charitable organisation – large or small – can use to grow, and a state of the nation report on charity giving in the UK.
Craig Linton, MD of Donor Voice, a fundraising consultancy, commented: “A large number of charities still plan and operate without the benefit of solid data to underpin their planning and subsequent performance. Uniquely based on a combination of perception data and financial data, the new league will help to inform strategy for all charities, not just largest, but also smaller, nimbler charities that are open minded enough to read and apply the findings to their own work.”
Julian Dailly, Director at Morar HPI, added: “The league table reminds us that whether we like it or not, charity brands have a measurable value. The data shows how competitive the market for donations has become. The data shows charities of all sizes have can make a bigger impact on the world by building stronger, more resilient consumer brands.”
Most Valuable Charity Brands League will be published annually to reveal how the landscape changes year on year.
Source: Morar HPI