11th Jan 2018
‘Making it Count: customer satisfaction in the charity sector’ is the first report of its kind. It was published by The Institute of Customer Service at the end of last year and highlights the experiences that UK customers have when interacting with British charities.
Cancer support charity Macmillan demonstrated that its attitude, behaviour and skills were of a high standard, which helps attract and retain financial and voluntary support. It ranks as the best charity for customer and donor satisfaction in the report.
Jo Causon, CEO of The Institute of Customer Service, says: “UK charities generate over £45 billion each year, but these vast sums are not easy to come by, particularly as there is growing pressure to demonstrate how donations reach the heart of a charity’s cause. The reality is that they are competing for customers' attention, goodwill and spend, meaning that customers demand, and should expect, higher levels of transparency and service before committing their cash.”
Macmillan Cancer Support was followed by the RNLI for satisfaction scores. Salvation Army and Cancer Research UK also ranked in the top five. Other charities that appear in the report include British Red Cross, British Heart Foundation and NSPCC.
The report shows that the majority of people (62%) interacted with a charity in person, while 16% did so through the organisation’s website. The report found that Britain’s charities need to ensure customers’ experience is consistent across all channels. There was a variation in satisfaction levels depending on which method of communication was used.
“In an environment dominated by a reduction in real wages, charities will inevitably feel the pinch as Brits experience shrinking levels of disposable income. So, to ensure people extend their time for giving beyond Christmas, it is important for charities to deliver a consistent quality of customer experience across all their channels. Doing so will increase the chances of long-term support,” says Causon.
To download the full report, click here.