The Australian Red Cross has emerged as the leader in YouGov's 2025 Charity Buzz Rankings, achieving a Buzz score of 14.7. This score places it at the forefront of charities generating the most positive buzz in news, advertising, and everyday conversations over the past year. Following closely behind are The Salvation Army and RSPCA, both with scores of 14.4.

Completing the top five are Lifeline Australia and Beyond Blue, with scores of 12.9 and 12.8, respectively. These rankings are derived from YouGov's BrandIndex net buzz scores, which are based on responses from over 14,000 Australians collected between July 2024 and June 2025.

YouGov CEO APAC, MENAI & Turkey, Laura Robbie said, "Public perception is one of a charity’s most valuable assets. These rankings celebrate the organisations that are generating the most positive conversations. In today’s crowded landscape, trust and visibility are essential to winning lasting support."

The data reveals that 32% of Australians have donated to charity in the past three months. Older Australians, particularly those aged 55 and above, are the primary donors, representing two in five of the donor population. This demographic is more likely to be retired, have middle or higher income levels, and possess postgraduate education compared to the general population.

Children's charities have emerged as the top cause for donations, with one in three Australians contributing to them in the last three months. Health and medicine-related organisations have attracted donations from 28% of Australians, while 22% have supported community causes.

The donor profiling data, sourced from YouGov Profiles+, surveyed over 2,800 Australian charity donors in July 2025. It highlights a generational divide in charitable preferences. Younger donors, including Gen Z and Millennials, show a greater inclination towards volunteering and supporting progressive causes. In contrast, older donors, such as Gen X and Boomers, tend to favour health and poverty relief charities.

The data also indicates a preference for one-off payments among donors, suggesting a trend towards lower commitment giving. This preference aligns with the broader trend of Australians engaging in charitable activities.

The insights provided by YouGov's rankings and donor profiling offer a comprehensive view of the current charitable landscape in Australia, reflecting both the perceptions and behaviours of donors across different demographics.