RFDS named Australia’s most trusted charity

The Royal Flying Doctor Service has been ranked the most trusted charity of the nation's top 40 largest and most recognisable charities for the sixth consecutive year, according to a recently published report.

The 2016 Charitable Reputation Index, compiled by research consultants AMR and released last week, surveyed nearly 7,000 Australians across October and November on several parameters –services, innovation, workplace, citizenship, governance, leadership and cost management – and ranked the charities based on a scoring system.

The RFDS ranked first across all these dimensions, the first charity to do so since the index was established. It also defended its top position for a sixth year with a net score of 96.9 out of a possible 100 points.

RFDS Western Australia chief executive Grahame Marshall said the organisation was proud to rank first across all of the individual measurements, which was proof of the organisation’s value in the community.

“This news is another confirmation of how much the service and patient outcomes we achieve for people across Australia are appreciated and valued,” Mr Marshall told Business News.

“This recognition is also reflective of the esteem with which the Royal Flying Doctor brand is held by the Australian people, due to the positive difference our team make to people’s lives every day of the year.”

A majority of the top 40 charities received a significant increase in reputation scores, with the overall charity index average increasing by 3.9 points – lifting public trust toward the charitable sector to its highest levels since 2011.

AMR managing director Oliver Freedman said the sector had shown a noticeable improvement in trust and respect in the eyes of Australians compared to last year, as suggested by the 2016 raw scores used to measure and rank charity reputation.

“The results this year are a clear indication that Australians still have an immense trust for the charity sector despite continued global economic uncertainty,” he said.

“Charities such as Royal Flying Doctor Service continue to top the index as they have an authentic and sincere message and service, which resonates with Australians and helps the high levels of trust felt towards them.

“RFDS has now ranked first for the sixth year running – the consistent level of trust, admiration and respect highlights the ongoing emotional attachment felt by Australians and the fact the service was ranked first across all reputation categories speaks volumes for the organisation’s solid foundation.”

Mr Freedman said despite ranking declines for several charities, which moved some down the list, none of the organisations had a significant decline in the overall reputation score.

“This clearly indicates that merely having a stable reputation score is not good enough to maintain your ranking in a sector where competition for donations is fierce,” he said.

The additional charities ranked in the top 10 were: St John Ambulance; Beyond Blue; Guide Dogs; National Breast Cancer Foundation; the Fred Hollows Foundation; McGrath Foundation; Doctors Without Borders; Starlight Children’s Foundation; and Ronald McDonald House Charities.