Guide Dogs named Australia’s Most Trusted Charity

July 31, 2013

Like the unique trust shared between someone who is blind or vision impaired and their Guide Dog, Australians have voted Guide Dogs Australia as their most trusted charity.

The 2013 Reader's Digest Trusted Brand poll of more than 3,000 Australians also identified Guide Dogs Australia, which has been providing Guide Dogs and other services to people with impaired vision for over 60 years, as the nation's sixth most trusted brand.

Kate Thiele, Guide Dogs CEO said we're overwhelmed by and incredibly grateful for the public's support of our work.

"It's significant recognition of the important role Guide Dogs play in giving independence to Australians with impaired vision," said Ms Thiele.

"With vision loss on the rise, we're honoured to be recognised in this way. Demand for our Guide Dogs is increasing and at $50,000 to raise and train each one, the public's generosity is vital in helping us keep up with this demand."

The August 2013 issue of Reader's Digest, which is on sale from today across Australia, outlines the key reasons why Australians place their trust in one brand or organisation over another, including transparency, commitment to quality, reliability, effectiveness, well established and consistency.

"In uncertain times, it's the brands which continue to offer quality and substance that hold our trust," notes Australian Reader's Digest Editor, Sue Carney. "They have a long history of being steadfast and safe, which makes them a hot property in modern day Australia."

The survey gathered the following quotes about why people voted for Guide Dogs:

  • 'A stand-out with what they do for people with special needs' – Female, 55-59, NSW
  • 'They do a magnificent job' – Male, 60-64, Qld
  • 'Life changing' – Male, 65-69, Victoria
  • 'It is a great cause and they do a lot of good work' – Female, 60-64, Western Australia
  • 'Quality organisation' – Male, 65-69, South Australia

The Most Trusted Charity award was presented to Guide Dogs Australia at a ceremony in Sydney Wednesday 30 July 2013.