TRUST in Australian charities is at its highest level in years with the Royal Flying Doctor Service (RFDS) named Australia’s most trusted charity for the sixth year in a row in the 2016 Charity Reputation Index. In the ranking of 40 of Australia’s largest charities, the RFDS scored 96.9 out of a possible 100 points.
Compiled by research consultants AMR, the index examines Australia’s 40 largest charities and how they are viewed by the public, and ranks them using a scoring system. Those surveyed are asked to rank charities in seven categories of measurement: Services, Innovation, Workplace, Citizenship, Governance, Leadership and Cost Management.
For the first time, the RFDS topped all of the rankings for each individual category.
AMR managing director, Oliver Freedman, said the raw scores used to measure charity reputation indicate that the sector has shown a marked improvement in trust and respect in the eyes of Australians compared to 2015.
“The results this year are a clear indication that Australians still have an immense trust for the charity sector despite continued global economic uncertainty, driven recently by Brexit and the US election result,” Mr Freedman says.
“Charities such as the Royal Flying Doctor Service continue to top the index as they have an authentic and sincere message and services which resonates with Australians and helps the high level of trust felt towards them.
“The RFDS has now ranked first for the sixth year running. The consistent level of trust, admiration and respect highlights the ongoing emotional attachment felt by Australians and the fact the Service was ranked first across all reputation categories speaks volumes for the organisation’s solid foundation.”
RFDS Federation Chief Executive Officer, Martin Laverty, welcomed the announcement.
“No matter where you are in country Australia, if you’re injured or ill, you can trust the Flying Doctor to help,” Mr Laverty says.
“The 1,300 staff of the Royal Flying Doctor Service, and the thousands of volunteers who support our work with donations, will be pleased to see the AMR Charity Reputation survey demonstrate this enduring trust. Ultimately, our reputation is only as good as the care we provide to the next country Australian who calls for Flying Doctor help.”
The top five rankings for the 2016 Charity Reputation are:
1. Royal Flying Doctor Service of Australia
2. St John Ambulance
3. Beyond Blue
4. Guide Dogs
5. National Breast Cancer Foundation
To find out more about the Charity Reputation Index click here.
Story Source: FlyingDoctor.org.au
Ryan Fritz started The Advocate in 2014 to provide not-for-profits and charities another media platform to tell their worthwhile hard news stories and opinion pieces effortlessly. In 2020, Ryan formed a team of volunteer journalists to help spread even more high-quality stories from the third sector. He also has over 10 years experience as a media and communications professional for not-for-profits and charities and currently works at Redkite, a childhood cancer charity.