Perception Is Reputation
By Liska Turner
As leaders in the not-for-profit sector one of your biggest assets is the immense trust Australians have for charities.
2016 saw Australian charities recover lost ground and record the highest level of trust since 2011. This translated into an increase in reputation. The annual Charity Reputation Index shows that more than half of Australia’s 40 largest, most recognisable charities saw a significant increase in reputation scores.
At the Index launch presentation, AMR’s Managing Director Oliver Freedman said that your charity’s reputation is the perception of your brand.
Building a stellar reputation requires authenticity across seven key drivers to create an emotional bond. The key charity reputation drivers for 2016 were Citizenship, Governance, Services and Innovation.
Authenticity is core to public perception and reputation and charities significantly outperform corporates in this space. 76% of charities are perceived as authentic communicators vs 56% of corporates and corporates are keen to leverage this through corporate partnerships.
As charities grow and become more corporate they need to be mindful of retaining their authenticity.
Charities can do this by ensuring that they are clearly communicating the proof of the difference that they are making and making it personal. An example of this is the work of Vision Australia and their submission to the Human Rights Commission for the Braille dot on the newly released five dollar note.
Note: The 40 companies on the Charity Reputation Index are pre-selected by AMR Research. Inclusion is determined by turnover as reported on ACNC, national reach and awareness.