For the first time in almost a decade, Australia has a new most reputable charity.
The most recent Charity Reputation Index show that in 2019, we valued aviation services to rural Australia highest. CareFlight ranked first in the 2019 Australian Charity Reputation Index, followed by the Royal Flying Doctors which led the index eight years in a row.
Guide Dogs, CanTeen and The Fred Hollows Foundation rounded out the top five of the Global Reputation Institute’s (RI) index, which ranks Australia’s 40 largest charities using a scoring system measuring areas such as trust, admiration, respect and overall esteem.
“The latest results,” says RI Managing Director Oliver Freedman, “show that Australians view these organisations positively because of the outstanding essential service they provide, but also for having good cost management, strong citizenship and governance – all important drivers of reputation.”
CareFlight has shown continuous improvement since it debuted in the third spot in 2017, rising to second place in 2018 and first this year.
CareFlight CEO Mick Frewen says it’s a fantastic reflection of just how hard the organisation has been working. “This great honour is recognition of all the work our medical teams and flight operations teams are doing every day in urban, remote and regional areas to save lives, speed recovery and serve the community,” he says.
“As an organisation dedicated first and foremost to delivering on our social purpose, it’s rewarding to know the community we serve have placed such trust in CareFlight.”
Guide Dogs again ranked third in this year’s Index, with CanTeen showing the strongest improvement in rankings, jumping 16 places to rank fourth overall. The Fred Hollows Foundation also saw strong improvement this year, rising 10 places to rank 5th overall.
CARE Australia saw the largest fall in overall reputation in this year’s rankings, dropping 10 places to rank 38th. UNICEF Australia fell four places to take last place in the rankings. Similarly, other global charities operating in Australia also ranked low on this year’s Index, with Greenpeace Australia ranking 39th, World Vision Australia 37th, Oxfam 36th and Amnesty International ranking 34th.
“It appears,” says Freedman, “that Australians still have greater levels of trust, admiration and respect for charities perceived as local than those with a more global footprint, even if those global organisations are doing good community work.”
“However, this appears to be unique to the charity space. Australians still view corporations with a global association very positively, with Air NZ, Samsung and Toyota having our country’s strongest Corporate Reputations despite not having local headquarters.”
Putting CareFlight Out of work
The Vocal Minority has developed a short survey in partnership with CareFlight. Complete our short survey and receive a free Home Safety Guide to help keep you and your family safe at home: https://www.thevocalminority.com.au/care-flight/