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. The Charity Reputation Index collates insight directly from consumers, and does not rely on any information provided by the organisations being studied. The list of the Top 40 Australian charities studied in the Charity Reputation Index is compiled by AMR. Organisations are excluded if they are not national, or only have a regional presence. The Charity Reputation Index also measures how Australians feel about each of the charities according to seven parameters; Services, Innovation, Workplace, Citizenship, Governance, Leadership and Cost Management. For the 2015 index 4,441 people were surveyed in November.
The Royal Flying Doctors Service has the strongest reputation – for the fifth year running. Guide Dogs also maintained its strong reputation, coming in second place for the second year running. Other charities to fare well include the Fred Hollows Foundation which climbed two places to rank third, Beyond Blue fourth and Medecins Sans Frontières Australia fifth.
WWF has broken into the Top 20, rising from 23rd last year to rank 18th overall this year. It is the first time an environmentally-focused charity has ranked in the Top 20 in the index’s history.
Other eNGO’s did not fare as well with the Australian Conservation Foundation taking out 25th, the Wilderness Society 32nd and Greenpeace (Australia Pacific) placing last (40th) for the third year running.