Online research data and analytics technology group, YouGov has released its annual Australian Charity Rankings for 2024, with the Royal Society for the Prevention of Cruelty to Animals (RSPCA) claiming the top spot with a score of 31.4.

The rankings identify the top 10 charity brands across Australia, based on the likelihood of respondents to donate to these charities.

Australian's seem to be especially empathetic to charities with an animal association, with Guide Dogs Australia - with a brand built on its name sake - ranking in third place, with a score of 28.2. Cancer Council Australia secured second place with a score of 29.9.

Other charities making the top five included the Australian Red Cross and The Salvation Army, scoring 26.9 and 26.8 respectively. Beyond Blue, Ronald McDonald House Charities, Lifeline, Make-A-Wish Australia, and Starlight Children’s Foundation also feature in the top ten.

The rankings are based on the Donor Consideration score, a daily measure of which charities the nation would likely donate to tomorrow. The scores are representative of the general population of adults aged 18 and above. To be eligible for inclusion in the rankings, brands must have been tracked for at least six months.

YouGov operates in the UK, the Americas, Europe, the Middle East, India, and Asia Pacific. With a panel of over 24 million registered members, it is the most quoted market research source in the world.