The public’s trust in charities has fallen to its lowest level in almost a decade, new research shows. Barely half of people now trust charities; a figure that sees them drop to 8^th in a list of Britain’s most trusted institutions as the Armed Forces, the NHS and schools continue to lead the way.

Five priorities charities need to get correct if their brand is to reach its full potential.

The growing mistrust of charities in the media and among politicians calls into question how charities would like to be seen by their supporters or the wider public.

Brand awareness is a crucial asset for any charity to look after and grow, but raising your brand awareness in this day and age is hard. 

Fewer than one in two people agree with charities paying their chief executives, according to a new poll. The results also reveal that the public are still confused about who is actually paid in charities, with many thinking presidents, trustees and patrons draw a wage.