The Commission’s annual report highlights that, while overall trust in charities has remained stable, there has been a modest increase in ‘low’ trust. Key drivers of public perception continue to centre on impact, transparency and alignment with charitable values.
The Charity Commission’s Public Trust in Charities 2026 research shows that trust has remained stable at a relatively high level, with 57% of people reporting high trust in charities and charities continue to be one of the most trusted institutions in society, second only to doctors. However, there has been an incremental increase from 9% in 2024 to 11% in 2026 of those with low trust in charities.
Impact matters and transparency remains essential
The most important factor influencing trust remains the belief that donations reach the intended cause. However, the importance of demonstrating that a charity makes a real difference has
increased significantly.
The public increasingly wants evidence of outcomes, not just assurances that money is being spent appropriately.
Top trust drivers reported include:
- Most money raised is spent on the cause (55%).
- The charity makes a real difference (51%).
- Transparency about how money is raised and spent (40%).
Implication for charities:
- Focus communications on measurable impact.
- Demonstrate outcomes and beneficiary benefit.
- Publish accessible impact reports and case studies.
- Explain how spending contributes to achieving charitable purposes.
The new reporting requirements in SORP 2026 should help charities focus on these key points.
Understanding overheads
From qualitative research, participants generally accepted expenditure on:
- Staff.
- Fundraising – to raise awareness and generate future income.
- Technology (including keeping data safe).
- Administration (eg finance).
The research identified a preference for 10% of total expenditure to be on overheads, although there was an acceptance of 20-25% for larger and more complex charities.
However, this acceptance is conditional on seeing clear evidence that such spending supports impact and is proportionate.
CEO spending was identified as a sensitive area where high pay could be seen to contradict the values of the charitable organisation and could stop donations.
Some voices were in favour of low levels of trustees pay (£5,000 to £10,000), however most felt that trustees should be purely motivated by the charity’s cause.
Implication for charities:
- Do not apologise for necessary infrastructure investment.
- Explain why spending on people, systems and governance improves outcomes.
- Demonstrate value for money rather than focusing solely on low administration percentages.
Local relevance helps protect support
The research found that, during continued cost-of-living pressures, people are reducing charitable giving. However, local charities and causes with personal relevance are more likely to retain support because donors can more readily see the impact of their contributions.
Implication for charities:
- Show local impact wherever possible.
- Use beneficiary stories and community outcomes.
- Help supporters understand the difference their donations make.
The Charity Commission enhances confidence
Around half of respondents said they were more likely to support charities after learning about the Charity Commission’s role.
However, public understanding of how the sector is regulated remains limited, and has not significantly changes over the past few years.
Next steps
For trustees, the central message is clear:
Public trust is driven by a combination of impact, transparency and values. People still care about administrative costs, but they are increasingly asking:
- Does the charity make a difference?
- Can I see the impact?
- Are leaders behaving consistently with charitable values?
- Can I trust the organisation to use resources wisely?
Charities that can clearly demonstrate impact, explain costs, justify executive pay, and communicate good governance are likely to be best placed to maintain public trust and supporter engagement in the years ahead.
If you have any further questions about this article and would like some support from our Charity & Not-for-Profit team, please get in touch.
