Guide Dogs Australia has today been announced as Australia’s Most Trusted Charity Brand, maintaining our hold on the title for a sixth consecutive year! We received this honour as part of the annual Reader’s Digest’s Trusted Brands survey, which added us to their charity category in 2013.
Karen Hayes, Spokesperson for Guide Dogs Australia, said the achievement highlighted the importance of trust now more than ever between the public and brands, especially for those acting in the not-for-profit sector.
“At a time where many areas of society are being questioned for their transparency, it’s a reminder of the value of trust and reliability, especially in our industry. To be named Most Trusted Charity for the sixth year in a row is a testament to the work our team has done for the community on a consistent basis,” said Ms Hayes.
“While there are no magic bullets to establishing trust, there are three fundamentals we as an organisation believe are vital: authenticity, consistency and transparency. Trust is at the heart of everything we do, especially between a person with blindness or low vision and their Guide Dog.”
“This trust extends to the community, who love to see our iconic Guide Dogs out and about with their Handler. We frequently hear from locals who have spotted a working dog – it’s a rare opportunity for people to see a cause they support in action,” she said.
Guide Dogs WA and VisAbility CEO Dr Clare Allen said being part of a brand that is so well trusted right around Australia means we can continue providing Guide Dogs to all Western Australian’s who need one.
“We rely on the community to help fund our Guide Dog program through generous donations, and without people’s trust, we simply wouldn’t be able to raise and train Guide Dogs here in Western Australia,” she said.
“We’re extremely proud of this announcement and will continue to work hard to provide Western Australians who are blind, vision impaired or living with disability with these life-changing dogs.”
ABOUT THE READER’S DIGEST SURVEY: The Reader’s Digest Trusted Brands survey was independently conducted by Roy Morgan Research and included a cross-section of 2,450 Australians. The survey has been conducted annually for 18 years, with the charity category being included from 2013.