The Vision One Charity Brand Barometer is a research-led league table ranking the UK’s Top 50 Charity Brands based on measures such as awareness, trust, engagement and brand momentum.

Brand equity league tables rank organisations according to the strength of their brand in the minds of the public. In the charity sector, this includes metrics such as familiarity, reputation, trust, emotional connection and supporter consideration.

Strong brand equity helps charities increase donations, improve supporter loyalty, strengthen public trust and remain competitive in a crowded fundraising environment.

Vision One uses market research methodologies, including brand tracking, perception analysis and consumer insight research, to evaluate how charity brands are performing over time.

Brand awareness measures how well-known a charity is. Awareness is not a particularly good predictor of brand health and growth potential. Brand equity measures the overall value and strength of the brand, including mental availability (top-of-mind), relevance and importance, donor behaviours and intentions and momentum.

Brand momentum refers to public perception and supporter sentiment and whether a charity brand is perceived to be growing or declining. It is a good predictor of a brand’s health, trajectory,

Charities can improve brand equity through consistent messaging, stronger storytelling, audience insights, effective campaigns and ongoing brand-tracking research. The strongest charity brands have high brand strength AND momentum! Benchmark your brand equity against competitors within your sector – aiming for the No.1 position.

Vision One offers extensive consumer and stakeholder research for charities. Common approaches include donor research, beneficiary insight, stakeholder research, brand tracking, needs assessments, and service-user feedback—often combining qualitative and quantitative methods. This includes

Brand Awareness Research – Measures how well known a charity is amongst the public or target audiences, including prompted and unprompted awareness.

Brand Perception & Reputation Studies – Explores how stakeholders perceive the charity, including trust, credibility, relevance and emotional connection.

Donor Research – Evaluates donor experience, needs and motivations, communication effectiveness and likelihood to continue supporting the charity.

Supporter Segmentation Studies – Identifies distinct audience groups based on demographics, behaviours, motivations and engagement levels.

Stakeholder Research – Gathers insight from trustees, partners, beneficiaries, volunteers, policymakers and corporate sponsors.

Message Testing Research – Tests fundraising messages, campaign concepts, calls-to-action and emotional responses before launch.

Campaign Evaluation Research – Measures the effectiveness of fundraising, awareness or behaviour change campaigns across channels.

Brand Tracking Studies – Monitors changes in awareness, consideration, trust and brand momentum over time.

Public Attitudes Research – Examines changing public opinions, social trends and attitudes relating to the charity’s cause or mission.

Beneficiary & Volunteer Experience Surveys – Captures feedback from service users and beneficiaries to improve delivery, accessibility and impact. Volunteer experience surveys assess volunteer satisfaction, motivation, engagement and drivers of retention.

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