The Charity Commission has recently published its annual research into public trust in charities, conducted in partnership with research agency BMG.
The study, carried out in spring 2025, explores how the public perceives charities and what drives their trust and support.
It also includes insights from charity trustees about their roles, responsibilities, and views on regulation.
The findings offer a valuable snapshot of the sector’s reputation and the evolving expectations of both the public and those who govern charities.
The latest research reveals that public trust in charities remains resilient in 2025, with 57% of respondents expressing high levels of trust—a figure consistent with last year and second only to trust in doctors. This continued confidence comes despite increased scrutiny and high-profile media coverage of the sector.
What drives public trust?
The report highlights that the most influential factor in building trust is ensuring that donations reach the intended cause. Other key drivers include:
- Demonstrating real impact
- Transparency in fundraising and spending
- Ethical standards and accountability.
These findings underscore the importance of clear communication and responsible financial management in maintaining public confidence.
Changing patterns of support
While financial donations have declined slightly post-pandemic, volunteering has seen an uptick, with four in ten volunteers maintaining long-term commitments to charitable organisations. The public is also more likely to support charities that:
- Spend most of their funds on the end cause (72%)
- Are transparent about their operations (69%)
- Are registered with the Charity Commission (64%).
Media influence and public perception
Interestingly, 53% of respondents reported feeling more positive about charities after seeing recent news coverage, despite some negative stories. This suggests that transparency and visibility—even in challenging times—can strengthen public trust.
The role of the Charity Commission
Awareness of the Charity Commission remains steady at 49%, but positive sentiment has grown, with 76% of those aware expressing confidence in its role.
The Commission’s handling of investigations and its efforts to uphold standards are likely to have contributed to this improved perception.
Campaigning and advocacy
Contrary to concerns that campaigning might alienate supporters, the research shows that 44% of the public are more likely to support charities that campaign for change.
Support is particularly strong among younger demographics.
Looking ahead
The Charity Commission’s findings offer valuable insights for charities seeking to build and maintain public trust. Key takeaways include:
- Prioritising transparency and impact
- Engaging with volunteers and supporters meaningfully
- Communicating clearly, especially during times of scrutiny
- Leveraging the Charity Register to demonstrate legitimacy.
As the sector continues to evolve, these insights will be crucial for charities aiming to strengthen relationships with the public and deliver lasting change.
Learn more and get advice
Get in touch with our Charities team if you’re looking to learn more about how this could affect your charity or non-profit organisation.
Please note that this content is not intended to give specific technical advice. It is designed to highlight some of the key issues rather than provide an exhaustive explanation of the topics. Professional advice should always be sought before action is either taken or refrained from as a result of information contained herein.
