Australia’s most reputable charities revealed
“We continue to see that the strength of the reputations of many nonprofits rests, in general, on their ability to clearly link their positive impact on the community to the specifics of the services they provide”
The Royal Flying Doctor Service says it is honored to be recognized as a trustworthy organisation, having once again topped an index measuring Australia’s most reputable charities.
For years, RepTrak (formerly known as the Reputation Institute) has published the Australian Charity Reputation Index, which ranks the 40 largest charities in Australia using a rating system measuring areas such as than trust, admiration, respect and overall esteem.
While the company decided in 2020 to no longer publish the list – citing a desire to instead focus on awareness of the sector as a whole – the top five charities for 2021 have just been unveiled.
RepTrak has confirmed that the method of selecting charities has not changed, with the company again selecting Australia’s 40 largest charities for the study based on income data from the Charities Commission. charities (although corporate foundations were not considered).
These latest findings were based on an extensive national public survey conducted by RepTrak from October to the end of December 2021.
The Royal Flying Doctor Service (RFDS) received the highest survey score of 98.1, while the rest of the top five included Guide Dogs (94.6), Surf Life Saving Australia (92.9), Foodbank (91.8) and the Starlight Children’s Foundation (91.7).
Oliver Freedman, Senior Vice President of RepTrak APAC, explained what makes charities rank high on the index.
“Across nearly a decade of reputation measurement, we continue to see the strength of many nonprofits’ reputations based, in general, on their ability to clearly link their positive impact on the community and the specifics of services they provide,” Freedman said.
“Furthermore, clearly informing the audience of this connection by using authentic, authentic and relevant narrative. RFDS is an example of an organization that continues to excel in this area. »
RFDS has a strong track record when it comes to the index. While CareFlight ranked first in the 2019 index, the Royal Flying Doctor Service tops the index the previous eight years in a row.
The charity said it was humbled and honored to be recognized on the index for so many years.
Frank Quinlan, executive director of the RFDS federation, said trust was vital for the charity.
“A patient’s trust in their medical services is vital — especially if they live in places that don’t have easy access to the services our cities enjoy,” Quinlan said.
“The fact that we have earned this trust, in providing vital emergency medical and primary healthcare services to rural and remote parts of Australia, gives our 2,100 employees great pride.”
The Starlight Children’s Foundation also expressed gratitude for being recognized as one of the nation’s most reputable charities.
CEO Louise Baxter told Pro Bono News she was “incredibly excited” about the charity’s performance.
She said her background was in branding and marketing, and to her, a brand is a living, breathing thing.
“So that means it’s important that the Starlight team – [including] all of our team members, our volunteers and everyone who is an ambassador – truly communicates our brand in everything they say and do,” said Baxter.
“And so I think that [this ranking] shows that the Starlight team has done wonderful things to support our brand and they have been wonderful storytellers, because I think sharing the impact of Starlight is absolutely essential to your reputation.
Baxter attributed the charity’s reputational success to its high-profile service delivery and growth in digital programs over the past two years – with Starlight establishing a YouTube channel and increasing live streams during the pandemic.
She added that trust and reputation were very important for organizations in the sector.
“[In this sector] we ask people to trust us to donate, support us with volunteer hours and donate their goods and services,” she said.
“And so I think trust and reputation is everything. It’s incredibly important and incredibly valuable.