YouGov has published the 2020 CharityIndex Rankings for Brand Health, with Guide Dogs moving up to fourth place in the top ten, with an index score of 34.5.
CharityIndex is the authoritative measure of how consumers perceive charities. YouGov interviews over a hundred consumers each day, allowing charities to track their brand perception all year round. Index scores measure an organisation's overall brand health, calculated by taking the average of impression, quality, value, satisfaction, recommend and reputation scores.
The index score for Guide Dogs in 2019 was 32, meaning an improvement of 2.5 in the last 12 months, increasing the overall ranking from fifth to fourth in the top ten charity brands out of a total of 61 participating organisations.
This is a positive indication for Guide Dogs following the introduction of our refreshed brand positioning, tone of voice and identity in March 2020 that helps us better communicate who we are, what we do and how critical our work is.
We aim to reach and support 500,000 individuals with sight loss by 2023 through our By My Side Strategy, by delivering new services, embracing new technologies and collaborating with other charities and organisations.
To do this, we need to inspire even more people to support our charity as volunteers and donors and ensure that anyone affected by sight loss knows that we can help them. An improvement in our ranking for Brand Health is a good indicator that we are heading in the right direction. We will continue to work hard to strengthen and extend our reach to help people with sight loss live the lives they choose.
Read more about our strategy here.
Read the full YouGov article here.
To kick off our 90th anniversary, we’ve decided to immortalise our newest recruit, Flash, in a three-minute film to be shown on national television.