Statistics from a recent online poll by NCP have shown that there is a gap between what the public thinks charities should be doing, as opposed to what the public thinks charities are actually doing.
More than 1 in 3 people have doubts about charities, and an additional 1 in 5 people say that they know little or nothing about charities and have little trust in them.
What does this information mean for those working within the charity sector?
A closer look at the research by NPC shows that it is not all bad for charities.
According to polling by the Charity Commission carried out in March 2014, charities enjoy higher levels of trust than many other groups, and only doctors and the police score higher than charities.
The study also indicates that the public is placing a greater emphasis than in previous years for charities to demonstrate that donations are being spent on the end cause, rather than on salaries, administration, and fundraising methods that the public are not comfortable with.
So what does the public really think about charities? What drives their trust, or the lack of it? How do factors such as whether someone donates to or volunteers for a charity affect trust and confidence?
A summary paper titled Matter of Trust: What the Public Thinks of Charities, written by James Noble and Sue Wixley for NPC, seeks to answer some of the aforementioned questions regarding how charities are viewed by the public.