42% ​of Brits have donated to charitable causes in the last​ 3 months. Which charities are making the biggest Buzz?Watch on demand

Understanding which charities are generating the most buzz, and resonating with the public, is more important than ever. As donor behaviour continues to evolve across generations, causes, and platforms, it’s crucial for nonprofit marketers and their partners to stay ahead of the curve.

During this exclusive webinar we unveil new data from YouGov’s BrandIndex, including insights into:

  • The charity brands generating the most buzz in 2025
  • Which brands are winning with each generation
  • The charities making the biggest year-over-year gains
  • What smaller and mid-sized charities can do to break through

With the festive season approaching, and year-end strategies in development, this session will help you better understand today’s donors—and how to connect with them more meaningfully.

Watch on demand

Meet the speakers

Ian Neale, Key Account Director, Public Sector, YouGov

Ian is a Key Account Director at YouGov and leads the overall relationship between YouGov and Government departments, public sector bodies and charities. Ian has worked in social research for over 18 years and is a strategic communications and behaviour change specialist, leading several social and market research assignments with Government departments, charities and regulators.

Andy Cooke, Associate Director - Product Team, YouGov

Andy is the Associate Director in YouGov’s Product Team focused on Charity and Public clients. Having worked in client services for over ten years, Andy and his team are on hand to train clients to understand the insights they can uncover whilst also working towards outcomes. Andy’s worked with some of the biggest brands on challenging projects in automotive and consumer retail.

Rik Moore, Managing Partner, Strategy, The Kite Factory

As Managing Partner of Strategy, Rik oversees the strategic capabilities of the The Kite Factory – an agency that brings a rich legacy of expertise in the charity sector. Charity partners account for 55% of total income, and the agency takes pride in collaborating with charity partners to address the unique challenges and opportunities within the sector.

Rik brings holistic insight-led solutions and brand-centric thinking across all clients and new business opportunities. ​Since joining The Kite Factory in January 2019, Rik has taken a lead role in supporting the agency’s growth agenda and plays a key part in developing TKF’s partnerships; from how they work with media owners to creating new relationships with specialist agencies to extend The Kite Factory’s current offering for clients. Rik also developed and champions our /FlightPath planning process, and our Owned Earned Shared Paid philosophy around channels.​

Renowned for his inventive approach to strategy, Rik strives for original and innovative campaign ideas, and his passion and enthusiasm for his craft shines through in his work. Rik joined The Kite Factory from his role as Head of Strategy at Havas Media where he spent five years following his time at WCRS/Engine as Head of Channel Strategy.​

YouGov

YouGov is a global market research and analytics company, providing insights into what the world really thinks, does, wants and buys.

To do so, we connect daily with our engaged members around the world to gather their thoughts, behaviors, and opinions. This commitment to real-time interactions with real people enables us to ensure that our research data is powered by reality.

As a YouGov member, your opinions and behaviors are valued and rewarded. Whether you’re answering questions or scanning your shopping, the data you share helps companies, brands, and governments to better understand your reality and make decisions that support your needs.

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