YouGov has just recently released research that illustrated in the past 12 months there is a significant increase in the overall 'brand health' of charities. This means public perception of charities has improved concerning a charity's quality, value, impression, reputation, satisfaction and whether people would recommend the charity to other people. 

YouGov did this by tracking 50 charity 'brands' on a daily basis, this benefited the not for profit organisations as it allowed them to collect data and gain insight into public perception of their brand throughout the year. However, more research is needed to understand if these positive results are due to charities getting better at spreading awareness of the value of their work, or is it because there is a decline in negative headlines about the sector in the media. The apparent uncertainty surrounding as to why public perception of charities have shifted highlights the importance of more research needed to be undertaken into the charity sector to understand people's behaviour, thoughts and actions towards the sector. The information gained from further researching public perception of the sector and the reasons underlying the thoughts and beliefs people have concerning the charity sector will be of more value, since it'll help charity's strategies better concerning issues about how to reach their audience since they would have information about what their audience thoughts and perception are towards the charity sector.   

For more insight go here: http://bit.ly/2vuNfpK