Members of our team recently attended the launch of the latest British Social Attitudes (BSA) survey produced by NatCen. The BSA is widely regarded as one of the most reliable barometers of public opinion in the UK. It provides rich insight into how people across the country view politics, society and everyday life.

With elections in Scotland and Wales less than a year away – and Northern Ireland to follow in 2027 – now is a timely moment for charities to reflect on how politicians across the UK are engaging with the sector. As manifestos are drafted and campaigning begins to ramp up, it’s worth considering the current attitudes of devolved politicians. Recent surveys we conducted offer a revealing picture: Members of the Legislative Assembly (MLAs) in Northern Ireland appear to lead the way when it comes to valuing and engaging with charities.

Figure 1: Attitudes towards charities

When I first started working in the charity sector, I had only a vague idea of what a charitable trust or foundation was. The names were often historic – usually a person long since deceased – and they seemed to sit quietly in the background, influential but invisible. I doubt I was alone in that confusion, but I wanted to find out for certain how the average person would get on explaining what these organisations are and  what they do.

What does the public know?

Tim Harrison-Byrne

Bijal Rama

Sarah Nathan  

Eva Spencer

Maia Coelho

Support for charities is personal, and a strong brand personality is key to creating lasting emotional connections amongst current and potential supporters. But what makes the ideal charity? Let’s uncover the attributes that truly resonate with people.

Sarah Nathan & Peter Dawson

The charity sector in Scotland, Wales, and Northern Ireland entered 2025 facing significant financial pressure. Rising costs, increased demand for services, and uncertainty around long-term funding have created a climate of anxiety. Yet, despite these challenges, there are clear reasons for optimism, with promising trends in giving, public sentiment, and government collaboration offering a brighter outlook.

Pressures Facing the Sector

Jo Fischl