Close Search
 
MEDIA, JOBS & RESOURCES for the COMMON GOOD
News  |  Big pictureTrust

Charity sector’s reputation remains strong amid COVID crisis


21 December 2020 at 5:55 pm
Luke Michael
Australia's most reputable charity will no longer be crowned   


Luke Michael | 21 December 2020 at 5:55 pm


0 Comments


 Print
Charity sector’s reputation remains strong amid COVID crisis
21 December 2020 at 5:55 pm

Australia’s most reputable charity will no longer be crowned   

Normally at this time of year we would be celebrating Australia’s most reputable charity, but the organisation behind the index has decided to not publish the list this year, as it looks to focus instead on the sector’s reputation as a whole. 

For years, RepTrak (formerly known as the Reputation Institute) has published the Australian Charity Reputation Index, which ranks Australia’s 40 largest charities using a scoring system measuring areas such as trust, admiration, respect and overall esteem.

CareFlight ranked first in the 2019 index, followed by the Royal Flying Doctor Service – ­which led the index the previous eight years in a row. 

RepTrak has again conducted the study this year, but will not be releasing the index publically.

Managing director Oliver Freedman told Pro Bono News there were several reasons for the decision.

“The first reason was because we would like people to focus on the insights and the broad trends of what we’re seeing in the sector, rather than who is ranked one or four or eight,” Freedman said. 

He said another reason was to stop people interpreting the index wrong. RepTrak traditionally selects Australia’s 40 largest charities for the study based on the charity commission’s revenue data. 

But since the revenue of charities – and therefore the list of 40 organisations – varies from year to year, Freedman said this led people to falsely assume a charity’s reputation had slipped if they were no longer on the list. 

“So we’re trying to avoid that kind of confusion,” he said.

Public expectations of sector remain unchanged despite COVID-19

While RepTrak will not be releasing the index publicly any more, Freedman said they may release key data from the study in future years – though it was too difficult for them to do so this year.

But he was able to reveal some key findings to Pro Bono News, namely that COVID-19 has not altered the public expectations or view of the sector.   

“The key drivers of reputation for a charity are almost identical to 12 months ago,” he said. 

“These drivers are the impact the charity has on the community, the specific services that are delivered, and [what I call] the professionalism, or the capability of that professionalism to deliver what you need to.” 

Freedman said the data showed that charities were still viewed positively by the community in wake of their response to the bushfires and the pandemic. 

He noted the controversy earlier this year around how quickly donations were reaching bushfire-affected communities, but said this hasn’t impacted the sector’s reputation as a whole.

Going forward, he said it was key the sector played a role in the community rebuild as the impacts of COVID continue to be felt.

“Part of the challenge for the sector will be explaining exactly what it is that they’re doing to help in the recovery,” he said. 

“I think the more organisations can do that, the more we can actually see the sector’s reputation increase.”


Luke Michael  |  Journalist  |  @luke_michael96

Luke Michael is a journalist at Pro Bono News covering the social sector.

PB Careers
Get your biweekly dose of news, opinion and analysis to keep you up to date with what’s happening and why it matters for you, sent every Tuesday and Thursday morning.

Got a story to share?

Got a news tip or article idea for Pro Bono News? Or perhaps you would like to write an article and join a growing community of sector leaders sharing their thoughts and analysis with Pro Bono News readers? Get in touch at news@probonoaustralia.com.au or download our contributor guidelines.

Get more stories like this

FREE SOCIAL
SECTOR NEWS

Your email address will not be published. Required fields are marked *



YOU MAY ALSO LIKE

Global trust in business sector grows

Luke Michael

Monday, 18th January 2021 at 5:59 pm

Charity workers – the heart of future Australia

David Crosbie

Thursday, 29th October 2020 at 8:35 am

New report highlights the ethical advantage

Luke Michael

Tuesday, 27th October 2020 at 6:15 pm

Why the idea of a trust crisis in NFPs is ‘not grounded in reality’

Luke Michael

Monday, 19th October 2020 at 6:36 pm

pba inverse logo
Subscribe Twitter Facebook
×