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Guide Dogs rated Australia’s most trusted charity

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Guide Dogs Australia has been voted most trusted Charity for the sixth consecutive year, with runners-up Cancer Council Australia and RSPCA being “highly commended”.

The Reader’s Digest Trusted Brand study included 2,450 Australians who took part in the voting.

Guide Dogs Victoria CEO, Karen Hayes, said the achievement demonstrated the importance of trust and transparency in the Not-for-Profit sector.

“At a time where many areas of society are being questioned for their transparency, it’s a reminder of the value of trust and reliability, especially in our industry.

“To be named Most Trusted Charity for the sixth year in a row is a testament to the integrity of the work our team has done for the community on a consistent basis.”

Australian Reader’s Digest group editor, Louise Waterson, said trust can be hard to earn but that it can mean the difference between success and failure.

“This is our 19th annual Reader’s Digest Trusted Brands survey, and the importance of trust – in a digital age influenced by social tribes – seems to get more important.”

Guide Dogs Tasmania CEO, Dr Clare Allen, said being part of the nationally trusted brand ensures those in need are accessing critical services.

“We rely on the community to help fund our Guide Dog program through generous donations, and without people’s trust, we simply wouldn’t be able to raise and train Guide Dogs here in Tasmania.”

Waterson said the trust is built on “quality, consistency, honesty and the delivery of your promise” and that the winners of the survey now have a significant advantage in each of their competitive sectors – especially with the rise of the digital age.

“This trust extends to the community, who love to see the iconic Guide Dogs out and about with their Handler,” Hayes said. “We frequently hear from locals who have spotted a working dog – it is a rare opportunity for people to see the cause they support in action.”


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