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LISTEN: How to create a trusted charity brand

Dr Graeme White, CEO Guide Dogs Australia NSW/ACT is ‘excited’ and ‘humbled’ about Guide Dogs Australia being voted as the most trusted charity brand for a fourth year in a row.

White said integrity and being transparent are crucial to developing a trusted brand. He also said it is important for charities to work for their cause without any other agendas.

“I think people recognise the genuineness in what we are doing,” he said. “There are 700/800 people around the country benefiting from the use of a guide dog.

“The funds totally come from the community. There is very little from the government,” he said.

“I think the word trust resonates in a number of different levels in our organisation.”

White said he doesn’t want to give away too many of his trade secrets, but he told Third Sector some key tips for creating a trusted charity brand in our podcast below. Click play to listen to the full interview.

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