The Charity Commission’s latest Public Trust in Charities 2026 research offers a reassuring headline: trust in charities remains resilient. With 57% of people expressing high trust, charities continue to outperform most public institutions. Yet beneath the headline findings are some important lessons for charity leaders about what drives public confidence and support.
1. Impact matters more than ever
The strongest driver of trust remains the belief that donations reach the end cause. However, the research shows growing importance being attached to whether a charity is making a real difference and acting as a voice for the people it serves. Donors increasingly want evidence of outcomes, not just efficiency.
2. Transparency about spending is becoming non-negotiable
Transparency remains a critical driver of trust. The research found that people want it to be easy to see how much a charity has raised and how that money has been spent. Focus group participants repeatedly called for clearer breakdowns of where donations go, with many wanting to understand how much reaches the end cause and how much is used for administration, fundraising and support functions.
Importantly, public concern is not simply about keeping costs low. There was broad acceptance that charities need to invest in staff, fundraising, technology and infrastructure. However, that acceptance depends on charities being able to demonstrate both impact and value for money. Leaders should communicate not only what they spend, but why they spend it and the difference it enables them to make.
3. Reputation is shaped by leadership decisions
Concerns about senior executive pay continue to be a significant source of public scepticism. Whether or not criticisms are well-founded, perceptions matter. Charity boards should recognise that remuneration decisions can influence public confidence just as much as financial performance.
4. Build closer connections to supporters
The research highlights a virtuous circle: people who trust charities are more likely to donate, volunteer and engage. Those with personal connections to a cause, or who can see local impact, are especially loyal. Charities should focus on creating meaningful supporter experiences rather than relying solely on fundraising appeals.
5. Demonstrate governance, not just governance structures
Awareness of the Charity Commission reassures the public, but understanding of regulation remains limited. Strong governance is important, but explaining how accountability works may be just as important for maintaining trust. Showing supporters how decisions are made, how risks are managed and how funds are overseen can help strengthen confidence.
The Trust Agenda
Ultimately, the message for charity leaders is clear: trust is earned through visible impact, transparent stewardship of donations, clear accountability and authentic connection with supporters. In a challenging financial environment, organisations that communicate these qualities effectively will be best placed to retain the confidence of donors, volunteers and the wider public.
The research combines findings from a survey of 4,681 adults in England and Wales with qualitative focus groups exploring public perceptions of charities and trust.
If you have any questions or would like any advice, please contact Sarah Williams [email protected] or Neil Burton [email protected].
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