Trust is the foundation upon which the charity sector is built. It underpins donor confidence, volunteer engagement and the overall effectiveness of charity activities. While charities are traditionally viewed as one of our most trusted institutions, this can’t be taken for granted.
Recent insights from the 2025 Edelman Trust Barometer Global Report reveal a slight but somewhat concerning decline in public trust across all sectors – business, government, media and non-government organisations such as not-for-profits, including charities. It’s a massive survey that has been conducted for 25 years in over 28 countries, with more than 33,000 respondents. So, it’s worth a look.
In Australia, the overall trust level across all sectors has shifted from “neutral” to “distrust” since the 2024 report came out. This is not a trend specific to charities and other not-for-profits, but rather a timely reminder that people are becoming more distrustful of leaders and institutions in general. In fact, since our inception in 2012 we have seen time and time again that the people involved in charities do the right thing and are very compliant. Most non-compliance is low level and doesn’t stem from any bad intent.
At the ACNC, our mission is to maintain, protect, and enhance public trust and confidence in the Australian charity sector. We work hard using a variety of approaches to achieve this mission.
1. Regulatory support and compliance work
Registered charities (those with our ACNC ‘tick’ logo) need to adhere to our established Governance Standards – I think these standards are basic ethical standards for those entrusted with charitable funds. At its heart, it’s about promoting transparency and accountability.
If necessary, and in a proportionate way, we will take enforcement action when we need. We would prefer to work with charities and nudge them back on track − but sometimes this isn’t possible.
2. Promoting transparency through the Charity Register
The ACNC Charity Register is a vital tool for public transparency. It provides accessible information about registered charities, including their purposes, activities, and financial details. This resource empowers donors and the public to make informed decisions, fostering greater confidence in charitable organisations. Lots of work goes into making sure the Register is as accurate as possible.
3. Supporting good governance through guidance and education
We offer comprehensive guidance to help charities understand their responsibilities, to make it as accessible as possible for the range of people involved in running charities. Our resources cover areas such as financial management, Responsible Person obligations, and compliance with legal requirements. We link to resources provided by other government departments and those freely available from sector-based services. By supporting charities in these areas, we help them build resilience and maintain public trust.
4. Addressing emerging challenges
In response to evolving risks, we have prioritised issues such as cyber security. Our compliance reviews in 2024-25 are focused on understanding how charities protect themselves from cyber threats and manage incidents. By proactively addressing these challenges, we aim to safeguard the sector’s reputation and the trust placed in it by the public.
While the ACNC plays a pivotal role in regulating and supporting the sector, maintaining public trust is a shared responsibility. Not only must charities commit to ethical conduct, effective governance, and transparent operations, they must actively demonstrate that to the public and their broader stakeholders. We encourage donors and volunteers to engage thoughtfully, utilising available resources such as our Charity Register to inform their involvement.
The decline in trust highlighted by the Edelman report serves as a call to action for all stakeholders within the charity sector. As a sector, we must continually reinforce our dedication to integrity, accountability, and excellence. Through these collective efforts, we can maintain and enhance public confidence, ensuring that Australia’s charities continue to thrive and make a meaningful difference in our communities.
Warm regards,
Sue Woodward AM