ABF The Soldiers’ Charity is delighted that Savanta’s Top 100 Most Loved Charity Brands 2022 report has ranked the charity at number 42 – five points higher than last year’s report.
They have also kept their position as the nation’s third best loved Armed Forces charity brand, behind Help For Heroes (1) and The Royal British Legion (2).
The rankings are based on opinions gathered from 60,000 consumers through BrandVue Charities – Savanta’s market intelligence platform – the largest brand, audience and supporter tracking engine on the market.
The research found that the public consider trust in a charity to be as important as believing it to be caring. They also value other brand attributes such as being passionate, committed and friendly when considering a charity that they love. Those over 55 also think it important that a charity should be established and honest, while those under 55 like brands to be inspired and credible.
Savanta’s report can be found here: