Published: 18 October 2012

British Heart Foundation tops favourite charity brand poll

The British Heart Foundation has been voted the sector’s favourite charity brand by charity communications professionals and their supporters.

In our poll run to celebrate the launch of Branding Inside Out, our best practice guide to charity branding, the heart disease prevention charity came out on top after a nail-biting tussle between some of the big names in UK charities.

Over 1,200 people voted in the poll, showing the strength of passion that great brands inspire.

The comments we received from people taking part in the vote showed how valued, loved and respected these brands are. Yet there’s still debate across the sector as to whether or not branding is a worthwhile investment. In Branding Inside Out we've included a host of case studies and examples which demonstrate that, if done properly, investing in your brand can boost morale and inspire supporters to help you achieve your vision, growing market share and fundraising.

According to Dan Dufour, head of brand at The Good Agency and one of the guide’s authors, the British Heart Foundation is a worthy winner of our poll. He said: “A good charity brand needs to be consistent enough to be instantly recognisable, but flexible enough to meet the needs of different audiences and departments. In the case of British Heart Foundation this includes providing health information, support and medical research, not forgetting fundraising. This is a tricky tightrope the brand walks well. ”

Honorable mentions in the final results must go to Macmillan Cancer Support, which led the poll in the early stages, Parkinson’s UK which maintained a steady presence, and a late surge of popularity for Meningitis Trust, Cancer Research UK and mental health charity Mind.

The original shortlist for the favourite charity brand poll was compiled by brand managers from leading UK charities attending one of CharityComms’ quarterly Brand Breakfast networking meetings. Find out more about our Brand Breakfasts here.


Vicky Browning, CEO, ACEVO

Vicky became CEO of ACEVO, the charity and social leaders’ network, in January 2017, helping to empower our inspiring sector leaders to make the biggest difference they can to their beneficiaries, their organisation and to society. Vicky was previously CharityComms’ director for nearly seven years.