Charities must become more transparent if they are to retain public trust, according to the Charities Aid Foundation.

John Low, new chief executive of CAF, has warned charities that they must do more to keep the public informed, and communicate their message clearly.

“Charities large and small are reliant on the support they receive from public donations, which is why it is vitally important for them to be open, transparent and to demonstrate clearly the impact their work has,” Low said. “By keeping the public informed, charities are more likely to secure their trust and turn them into regular, committed donors.”

The call came as CAF launched a new award, in partnership with Institute of Chartered Accountants in England and Wales, to help raise the standard of online reporting of accounts.