Public trust and confidence in charities remains high but charities must not be complacent

During these challenging economic times it is good to see that public trust and confidence in charities remains high at 6.7 on a 1-10 scale. According to the latest research independently commissioned by the Charity Commission , 96% of people say charities' role is essential, very important or fairly important. The Charity Commission has a key role in protecting the public's interest in the integrity of charity, so understanding what underpins trust and confidence in charities is essential to our work and to charities themselves. The Ipsos MORI research shows that charities are amongst the most trusted groups in society, with only doctors and police trusted more. Three quarters of the public agree charities are trustworthy and act in the public interest. Familiarity with charities has a strong bearing on trust – 82% of the public trust charities more if they have heard of them. Fundraising methods are a key influence on trust in charities, and 67% of the public say that some fundraising methods used by charities make them uncomfortable. Only this week, Lord Hodgson has called for greater controls on charity 'chuggers', due to public concerns. The way in which charities use their funds remains the most important factor relating to trust. Ensuring that a reasonable proportion of donations make it to the end cause and knowing that charities make a positive difference to the cause they work for are the second most important factors, with 43% and 31% of the public voting these as the top factors in influencing trust. The research also shows that the overwhelming majority of people believe charities should provide the public with information on 'how they spend their money' (96%) and on 'how they benefit the public' (94%). Given the findings on perceptions about how charities raise and spend their money, it is not surprising that since 2010 there has been a significant increase in the number of people who strongly agree that it is important for charities to explain what they have achieved in a published report and that the vast majority of the public (66% now strongly agree compared to 60% in 2010). The research underlines the public's interest in accountability and transparency, so how should charities respond? Firstly, I'd say by reading this report and taking on board the public's views. Secondly, by always filing financial information with us on time so the public can access it (and chivvying fellow charities to do the same!) and thirdly, by explaining better how they use their resources, and providing this information as clearly as possible. Not only do we want to maintain public trust in charities, but we want to make sure charities are deserving of that high trust. Sam Younger is CEO of the Charity Commission The Charity Commission will be discussing public trust and confidence at its Annual Public Meeting in London on 26 September . This content is brought to you by Guardian Professional. To join the voluntary sector network , click here .