Cancer Research UK leads YouGov’s 2025 Charity Rankings
Cancer Research UK has topped YouGov’s annual Charity Rankings. With a Donor Consideration score of 44.6, it is narrowly ahead of Macmillan Cancer Support (43.1) – which led the rankings for 11 successive years from 2013 – 2024. Neither charity improved on last year’s performance: Cancer Research saw a decline of -0.1 points, while Macmillan’s score dropped 2.0 points.
There is a clear gap between the two table-topping cancer charities and the rest of the brands in our rankings. British Heart Foundation come in third, with a Donor Consideration score of 37.7, and Marie Curie are further behind in fourth (29.7).
There is little separating the remaining charities in the top ten: the RSPCA (28.8), Guide Dogs (28.6), Children in Need (28.2), the RNLI (28.1), Alzheimer’s Research UK (27.9), and Great Ormond Street (27.6).
Breast Cancer Now was the UK’s most improved charity
We also charted the brands with the largest improvement in their score compared to the year before. As with our main list, a cancer charity is the overall winner: this time, it’s Breast Cancer Now, which improved by 2.5 points from 9.1 to 11.7.
The next most improved is UNICEF, which saw scores rise from 21.0 at the end of 2023 to 23.0 at the end of 2024 (+2.0). Close behind it are The Children’s Society, whose score improved from 10.7 to 12.7 (+1.9), and Save the Children, who saw scores rise from 25.3 to 27.1 (+1.8).
Blood Cancer UK is behind in fifth – with scores changing from 10.2 to 11.6 – while Young Lives vs. Cancer saw scores jump from 6.8 to 8.0. Prostate Cancer UK (+0.9), Bible Society (+0.8), Sense (+0.7), and FareShare (+0.7) round out the top ten.