Survey shows animals, cancer, mental health and children’s causes are top of mind for Australians in 2022.
The RSPCA has topped Australia’s 2022 charity rankings, a new survey has revealed. The findings, from market research specialists, YouGov, reveals that the animal welfare charity claimed first place with the highest ‘Donor Consideration Score’ (a daily measure of which charities a respondent would likely donate to tomorrow).
That Guide Dogs takes second place perhaps speaks to Australians’ love of furry friends and all the special human-animal bond can offer (almost 60% of Australian homes have at least one pet, and we rank eighth globally for dog ownership, with 201 dogs per 1000 people).
Cancer, mental health and children’s causes account for the remaining eight charities on the top 10 list.
So how were the CharityIndex Rankings measured?
The index measures the public’s perception of charities and non-governmental organisations (NGOs), via a daily brand-tracking survey, culminating in a Donor Consideration Score.
Respondents are recruited from YouGov’s proprietary panel. The sample size for the 2021 CharityIndex was 14,000 respondents who are representative of the general population aged 18 and over. Respondents are given a list of charities to choose from and asked: “If you were asked tomorrow, which of the following charities would you be likely to donate $1 to?”. Importantly, YouGov implements lock out periods that ensure responses are not from the same panellists every day.
The rankings chart shows the brands with the highest average Donor Consideration Score between 1 January to 31 December 2021. All brands included in the rankings have been tracked for at least six months.
YouGov is an international research data and analytics group, offering insight into what the world thinks. It achieves this through a growing source of living data comprised of over 17 million registered panel members.
To find out more about YouGov and the CharityIndex, click here.