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Australia’s Most Reputable Charity Revealed


Thursday, 12th December 2013 at 10:46 am
Staff Reporter, Journalist
Australia’s Royal Flying Doctor Service has again been named the country’s most reputable Not for Profit organisation, ranking highest in the 2013 AMR Charity Reputation Index.

Thursday, 12th December 2013
at 10:46 am
Staff Reporter, Journalist


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Australia’s Most Reputable Charity Revealed
Thursday, 12th December 2013 at 10:46 am

Australia’s Royal Flying Doctor Service has again been named the country’s most reputable Not for Profit organisation, ranking highest in the 2013 AMR Charity Reputation Index.

It is the third year running that the organisation has ranked first in the annual Index, which surveys Australians to measure the reputation of the country’s top 40 charities on a range of dimensions including Innovation, Workplace, Citizenship, Governance, Leadership and Cost Management, and ranks them accordingly. As part of the research, 2217 Australians were surveyed.

Coming in a close second in this year’s Index is the McGrath Foundation – which rose eight places from 2012 to come second in 2013.  The charity was also viewed as having the strongest leadership and demonstrating the most outstanding citizenship among the individual charity attributes measured.

Other charities to fare well this year include the Guide Dogs (fourth), National Breast Cancer Foundation (fifth), Fred Hollows Foundation (sixth), Starlight Children’s Foundation (seventh), beyondblue (eighth), the RSPCA (ninth) and The Salvation Army (10th).

AMR’s Managing Director Oliver Freedman said all charities in the top 10, but in particular the Royal Flying Doctors, had built a strong reputations “across a broad base”.

“The research demonstrates that for a charity to have a strong reputation, it is not enough simply to be supporting a good cause,” he explained.  

“These organisations also need to be innovative, strong community leaders, demonstrate appropriate cost management, be transparent in their governance and provide a good workplace for employees.  The Royal Flying Doctors came up well in all these dimensions, and their overall reputation ranking reflects this community view.”

Freedman also said the improvement shown by the McGrath Foundation could not only be attributed to their leadership and citizenship, but also because they showed great improvement in how Australians view the service they provide.

“The Foundation communicates clearly about what it is raising money for, and where it will go,” he said.  

“This has contributed to its overall reputation in the eyes of Australians because they understand what the charity stands for and can see the work it is undertaking out in the community.”

Freedman said the 2013 Index also showed that environmentally linked charities generally have lower scores than other sectors, particularly those seen as activists.  Greenpeace ranked last in this year’s Index, coming in 40th.  WWF ranked highest among the “green” charities this year, ranking 25th overall.

He said there were also generally lower scores for  global charities such as CARE (37th), Oxfam (34th), Amnesty (30th), World Vision (29th) and UNICEF (26th).

“According to our measurement however, the top 22 charities measured all score well above the highest Corporate Reputation rankings, which shows that Australians still view the Not for Profit sector as a trusted community voice,” Freedman said.

The Charity Reputation Index is produced each year by research consultants AMR, which also produces the annual Corporate Reputation Index, Country Reputation Index and City Reputation Index.

AMR says the Charity Reputation Index collates insight directly from consumers, and does not rely on any information provided by the organisations being studied.

Organisation

2013 Ranking

Royal Flying Doctor Service

1

McGrath Foundation

2

St John Ambulance

3

Guide Dogs

4

National Breast Cancer Foundation

5

The Fred Hollows Foundation

6

Starlight Childrens Foundation

7

Beyond Blue

8

RSPCA

9

The Salvation Army

10

National Heart Foundation of Australia

11

Camp Quality

12

Cancer Council

13

Autism Spectrum Australia

14

Lifeline Australia

15

St Vincent de Paul Society

16

Surf Life Saving Foundation

17

Leukaemia Foundation of Australia

18

Australian Red Cross Society

19

The Smith Family

20

Diabetes Australia

21

Wesley Mission

22

Cerebral Palsy Alliance

23

Multiple Sclerosis Society

24

Worldwide Fund for Nature (WWF)

25

UNICEF Australia

26

Vision Australia

27

Compassion Australia

28

World Vision Australia

29

Amnesty International Australia

30

The Wilderness Society

31

ChildFund Australia

32

Barnardos Australia

33

Oxfam Australia

34

Mission Australia

35

Australian Conservation Foundation

36

CARE Australia

37

Save the Children Australia

38

BoysTown

39

Greenpeace Australia Pacific

40

 


Staff Reporter  |  Journalist |  @ProBonoNews


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