Two thirds of people feel “overwhelmed by the number of charity appeals”, a survey of 3,000 Brits has found.

This also found that one in three people have reduced or stopped giving to good causes due to financial pressures.

One in ten said they “don’t actually trust charities to use their donations effectively”.

The survey has been carried out by market research firm Vision One Research and also found that international aid is among the least popular good causes among donors. Just one in 33 said they donate to this sector.

In contrast charities supporting animal welfare and healthcare attract donations from one in five.

Top rated charity brands

The top-rated charity in terms of brand awareness is Cancer Research, followed by MacMillan and the British Heart Foundation.

Others in the top ten include the RSPCA and Dogs Trust.

Younger Brits in particular are keen to back firms that are closely aligned with charities. More than half of Generation Z respondents will support companies that actively contribute to charities and social causes”, said Vision One.

The research firm’s chief executive Tony Lewis added: “A strong brand is often the foundation upon which long-term support, advocacy and loyalty are built."

A survey last year also warned charities about supporters being overwhelmed by appeals and over messaging.

Three in five of the 2,000 charity supporters surveyed by digital agency Manifesto warned that they had disengaged from charities that “ask too often or too forcefully”.

Manifesto found that charities sent an average of 62 email messages to each supporter during 2024, a 9% increase on the previous year.

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