Macmillan tops YouGov’s 2024 Charity rankings for the eleventh year running
February 8th, 2024, Christien Pheby

Macmillan tops YouGov’s 2024 Charity rankings for the eleventh year running

YouGov’s Charity rankings reveals the top 10 brands across the UK according to consumers. Utilising data from YouGov CharityIndex, the report reveals which charities a respondent would likely donate tomorrow.

Top ranked


Once again, Macmillan Cancer Support has claimed the top spot in YouGov’s annual CharityIndex rankings. With a score of 45.2, the organisation beat out second-placed Cancer Research UK (44.7) and the third-ranked British Heart Foundation (37.3).

The RNLI placed fourth with a score of 31.1, while Marie Curie claimed fifth spot with a score of 30.6.

Great Ormond Street (30.2), Guide Dogs (30.0), the RSPCA (29.7), Samaritans (28.1) and Alzheimer’s Research UK (27.8) completed the top ten.

Top improvers 


The most improved charity brands for 2024 were the Alzheimer’s Society and the RNLI, both of which saw a rise of 1.6 points in the past year. The RNLI’s improvement comes following a year when small boats were frequently in the news.

Age UK ranked a very close third, with an improvement of 1.5. Fourth place saw a four-way tie between the National Trust, The Trussell Trust, Young Lives vs. Cancer and Battersea Dogs & Cats home, all of which registered an uptick of 1.2 points.

Marie Curie (+1.1) and Dogs Trust (+1.0) rounded out the top ten.


Donor Consideration

The charities in the YouGov UK 2024 Charity Rankings were ranked using the Donor Consideration score - a daily measure of which charities the nation would likely donate to tomorrow - according to YouGov CharityIndex.

The rankings chart shows the brands with the highest average Donor Consideration score between 1st January to December 31st 2023. The scores are representative of the general population of adults 18+. The most improved rankings show the brands with the highest increase in Donor Consideration score comparing 1st January to December 31st, 2022, to 1st January to December 31st, 2023.

All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands must have been tracked for at least six months in order to be eligible for inclusion in the rankings.