SlideZone | nfpSynergy: Attributes of the ideal charity
Looking at the broad traits that the public feel an ideal charity should have, transparency tops the ranking, with 45% selecting at least one attribute related to it. Answers such as honesty and trustworthiness highlight how essential transparency and fairness are in people's ideal charity. Interestingly, this category has seen a steep rise of 12% since 2012. This could potentially be due to negative stories about charity wrongdoing in the media over the last year.
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