Royal Flying Doctor Service Tops Australia’s Charity Reputation Index For Seventh Successive Year
The Royal Flying Doctor Service has confirmed its place as Australia’s most stable, robust and reputable charity, ranking first in the annual Charity Reputation Index for the seventh year running.
You can see the full list at the bottom of this article.
Announced this week, the 2017 Index – conducted each year by research consultants AMR in conjunction with the global Reputation Institute (RI) – also had St John’s Ambulance taking second place overall, for the second year in a row. Careflight ranked third for its overall reputation, in the first year the charity has been included in the survey.
The annual Charity Reputation Index surveys Australians to measure the overall reputation of the country’s 40 largest charities and ranks them using a scoring system. The measurement also includes a range of dimensions such as Services, Innovation, Workplace, Citizenship, Governance, Leadership and Cost Management. It has been run by AMR and RI in Australia since 2011.
AMR’s managing director Maree Taylor said of the 2017 result: “It’s clear that Australians trust charities helping individuals with physical illness or emergency more than those servicing other sectors,” she said. “All three of these charities polled particularly well in the individual measurements of Services, Citizenship and Governance, with RFDS also polling well in Leadership, Workplace, Management and Innovation. It’s an outstanding result for all three, and particularly RFDS, and bodes well for the future reputation of this charitable sector.”
Charities related to looking after children also polled strongly this year; with Camp Quality ranking 5th, Starlight Children’s Foundation ranking 7th, CanTeen ranking 8th, and Ronald McDonald House Charities Australia 18th overall for their reputations.
Those assisting individuals with physical disabilities were also rated well by Australians, with Guide Dogs ranking 4th, and the Fred Hollows Foundation 6th overall.
Reputation Institute Australia & New Zealand managing director Oliver Freedman said the RFDS, Guide Dogs and Fred Hollows were the only three charities to rank in the top 10 across all seven years the Charity Reputation Index has been conducted.
“All three of these charities not only have extremely strong and stable reputations, but at the core of each are very secure perceptions around the services they deliver, and their authenticity. Australians consistently view them as reputable year in year out because of these perceptions,” he said.
Freedman also noted there has been a fall in reputation rank for both charities associated with Breast Cancer. The McGrath Foundation this year ranked 17th overall (dropping from 7th in 2016), and National Breast Cancer Foundation ranked 16th (ranked 5th overall in 2016) – the lowest ranking for both organisations since the Index started.
“This may suggest that public engagement with the cause may have weakened somewhat. However, with both still in the top 20, their overall reputations remain strong despite this fall in perceived reputation from last year,” Freedman explained.
Organisations that recorded the largest improvement in overall ranking this year include:
• WWF – rose eight places to rank 22nd
• Camp Quality – rose seven places to rank 5th overall, also improving its position in the individual measurements of Leadership, Service and Innovation
• Surf Life Saving – rose six places to rank 9th overall, entering back into the top 10 for the first time since 2014
Charities that experienced a fall in overall reputation ranking this year include:
• Headspace – fell 12 places to rank 23rd overall
• Salvation Army – fell eight places to rank 27th overall
• Greenpeace Australia fell one place to rank 40th in the index
“Our research shows that Australian charities still have a strong reputation, with certain sectors viewed as more reputable than others. However, this provides an opportunity for those organisations to re-engage with the public in relation to their cause and look at specific ways to build reputational strength in 2018,” AMR’s Taylor concluded.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.