Just 7% of people aware of Fundraising Regulator

A large majority of the charity sector is unaware of the Fundraising Regulator, highlighting the need for it to boost raise greater awareness of its services within the sector.

According to research commissioned by the regulator itself, The Role of the Fundraising Regulator: Public Awareness, Trust and Expectations, just 7 per cent of people surveyed had heard of the regulator and knew about its role within the fundraising sector.

The report was carried out by Light & Shade Research who conducted two rounds of qualitative research before carrying out a survey of 2,115 adults living in the UK. The research builds on last year’s consultation with the sector on proposed changes to the Code of Fundraising Practice, which were announced in June.

The research revealed a significant link between regulation of the charity sector and trust, with 61 per cent of respondents claiming they would trust charities more if they knew about the Fundraising Regulator; 63 per cent said they would be more likely to trust charities if they knew about the Code of Fundraising Practice.

Findings reveal a need for greater awareness of the Fundraising Regulator, the Fundraising Preference Service and the Code of Fundraising Practice in order to increase public trust and increase overall giving.

The report revealed that when the public is informed about the regulator and the Code of Fundraising Practice, there is widespread agreement that both were important, with 9 in 10 people making this point.

More than 80 per cent of the public agree it is important that fundraisers display the Fundraising Regulator logo, while people who trust fundraisers are more likely than those who do not trust them to donate to charity by any means.

"This report has demonstrated that awareness significantly drives trust in fundraisers. It also shows that trust correlates with giving behaviour. Therefore awareness-building should be a priority,” the report stated.

"There is the potential there to then create a virtuous circle whereby awareness of the Fundraising Regulator could increase alongside increased trust in fundraisers," it added.

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