The word “charity” is often associated with helping people in need or solving evident issues in our society e.g. homelessness, diseases, disabilities. Some causes and charities get well-earned attention in the media and among communities as they are either easy to relate to or the challenge is widely recognised. And others are supported by celebrities and influencers which helps raise widespread awareness.

However, out of the tens of thousands of charities in the UK, many do not benefit from this far-reaching recognition. But these too are dependent on voluntary income and would benefit greatly from attention from you, your friends, family and workplace.

For example, there are charities supporting other charities by offering educational and operational help. Some of these are membership based umbrella organisations who act as lobbyists and influencers when it comes to setting industry standards and petitioning the government. Others provide affordable digital solutions for small charities or help their employees cope with sometimes very demanding or emotionally stressful jobs. They all have a huge impact on the beneficiaries at the end of the service chain.

Trusts, which are also charities, often operate as gatekeepers for trust funds that fund many charities and direct billions of pounds to support various causes. Their task is to allocate funds to charities aligned with their own mission and have a proper “theory of change” (read the blog), which could include hundreds or thousands of charities annually. Many well-run trusts have a huge impact on a variety of sectors, including more complex and sensitive causes. Their teams are skilled at evaluating complex, long term projects and focus on the underlying reasons for the problems – from saving our environment, international crises to social exclusion. They also have a huge impact on cultural development and business innovation, which benefits all of us in various ways.

We at whatCharity want to create a level playing field for all charities, so that donors, volunteers and corporates can make decisions based on information that you might not be getting easily elsewhere. You can also read about our tops tips on “what makes a good charity” and how to choose what works for you.

Some charities lift us with their powerful public messages and bring superhero hype to giving, but there are also many in “sweatpants” taking that long, relentless walk for a better society and life on our Planet.


The whatCharity team

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