Guide Dogs Named Australia’s Most Trusted Charity

Australians have voted Guide Dogs Australia as their most trusted charity in a national survey by the Readers Digest magazine.

The 2013 Reader’s Digest Trusted Brand Poll of more than 3,000 Australians also identified Guide Dogs Australia, which has been providing Guide Dogs and other services to people with impaired vision for over 60 years, as the nation’s sixth most trusted brand.

“They have a long history of being steadfast and safe, which makes them a hot property in modern day Australia.”The charities that followed as ‘highly recommended’ were Australian Red Cross, RSPCA and the Salvation Army.

“We’re overwhelmed by and incredibly grateful for the public’s support of our work,” Guide Dogs NSW/ACT CEO, Dr Graeme White, said.

“With vision loss on the rise, we’re honoured to be recognised in this way. Demand for our Guide Dogs is increasing and at $30,000 to raise and train each one, the public’s generosity is vital in helping us keep up with this demand.”

On being named Australia’s sixth most trusted brand, Dr White said, “It’s extraordinary that any charity would make the top 10 brand list considering charities like Guide Dogs Australia can afford to do very little advertising.

“It’s significant recognition of the important role Guide Dogs play in giving independence to Australians with impaired vision.”

The August 2013 issue of Reader’s Digest, which is published this week across Australia, outlines the key reasons why Australians place their trust in one brand or organisation over another, including transparency, commitment to quality, reliability, effectiveness, well established and consistency.

“In uncertain times, it’s the brands which continue to offer quality and substance that hold our trust,” Australian Reader’s Digest Editor, Sue Carney said.

“Year after year, we find that the key attributes of a trusted brand remain true. A trusted brand ensures its product is easily recognised, reliable and useful. We also know that consumers are savvy at decoding brand messages and are quick to detect those that suit their lives and lifestyle over those that don't.”

 The survey gathered the following quotes about why people voted for Guide Dogs:

• ‘A stand-out with what they do for people with special needs’ – Female, 55-59, NSW
• ‘They do a magnificent job’ – Male, 60-64, Qld
• ‘Life changing’ – Male, 65-69, Victoria
• ‘It is a great cause and they do a lot of good work’ – Female, 60-64, WA
• ‘Quality organisation’ – Male, 65-69, South Australia

See the full list of winners here.