Cash for Kids, Bauer Media’s charity network, has been named the ninth top Children’s charity in Savanta’s Top 100 Most Loved Charity Brands 2021 report. The first time Cash for Kids has been included in the rankings, it also took the 34th spot overall, ahead of other children’s charities NSPCC and Save the Children.

The rankings recognise and celebrate the most emotively connected brands within the third sector, based on 60,000 interviews collected over the past year through Savanta’s market intelligence platform BrandVue Charities. The research found that trust is a necessary ingredient for establishing a healthy relationship with a charity, and loved charities are significantly more trusted and supported by the public.

Public support has been particularly vital this year with the Covid-19 pandemic, with the research finding that the not-for-profit sector has been more likely than the private sector to have been negatively impacted, with greater proportions of charities reporting adverse impacts such as a decline in income and decreased donations. Savanta therefore identified three key traits the most-loved organisations had in common this past year: flexible, local and digital.

As Cash for Kids works in 22 areas of the UK (with every penny raised from the campaigns staying within their local areas) and makes it as easy as possible for people to donate online, in-person, in one-go or monthly, it is no surprise that Cash for Kids continued to grow from strength to strength throughout the pandemic. Raising £19.2 million in 2020, benefitting over 396,639 sick and underprivileged children.

Sally Aitchison MBE, MD of Cash for Kids said: “We are absolutely delighted to be included in this year’s Savanta rankings for the first time, and to be listed within the top ten for most-loved children’s charities is such an honour. This is testament to our incredible teams, donors and supporters and the great work that they delivered during the last year that put us front of mind through the pandemic. Thank you to everyone who mentioned Cash for Kids in their interviews and for all our generous supporters who have donated. This amazing recognition will drive us to be even better and raise more money next year.”

The Savanta Top 100 Most Loved Charity Brands 2021 report can be found here: https://bit.ly/2T1I9OU