Our supporter survey findings
Your voice matters – you told us, we listened.
In May 2026, around a thousand British Red Cross supporters shared their thoughts, experiences and ideas with us through our supporter survey. Thank you.
Our supporters help people facing crisis every day. The experiences, perspectives and ideas that are shared with us help shape the future of the British Red Cross.
We want to understand what's important to the people who make our work possible. And when people take the time to tell us what they think, we believe it's important to share what we've learned.
Here is what we heard and how those insights are shaping future conversations with supporters like you.
Why we asked
We asked because our supporters' experiences matter. Understanding what supporters think, feel and need helps us build better experiences, have more meaningful conversations and continue earning the trust people place in us.
You make me feel included. It's gratifying to know that my concerns and donations are noticed, when you have so much else to be concerned about.
British Red Cross supporter
What we heard
People value the full breadth of what British Red Cross does
When we asked supporters what comes to mind when they think about British Red Cross, more than 9 in 10 immediately thought about our international humanitarian work.
But supporters also recognised the wide range of ways we help people. Over 80% knew that we support communities in the UK and help prepare for climate-related emergencies, while two-thirds knew that we provide first aid training.
Based on these insights, we'll continue sharing stories, updates and advice that reflect the many ways people receive support from us, both in the UK and around the world.
It has a wide range of responsibilities to many people across the world when there are disasters. It also has an important role in teaching first aid to help individuals assist in an emergency.
British Red Cross supporter
What makes the British Red Cross special is rapid and trusted crisis response
Supporters told us that trust and immediate action matter, with more than half saying this made us special to them. Many also highlighted the significance of being part of the world's largest humanitarian network.
We find this encouraging and will continue being open about how support is used and share more real examples of our response during emergencies and crises.
It's a trusted and well-establish charity that is a genuine force for good, and therefore I am very happy to support British Red Cross.
British Red Cross supporter
Compassion and hope are at the heart of support
One of the clearest messages from the survey was the compassion supporters feel for people experiencing crisis and the hope that together, we can help make things better.
As a result, we’ve shared stories like the joy football is bringing to children in Gaza.
We'll continue sharing stories of resilience, humanity and positive change alongside information about crises and emergencies.
It helps me to realise and to understand what life is like for these children in a way that main news channel reports do not. It also conveys hope in the middle of so much despair.
British Red Cross supporter
There is room for improvement
The vast majority of supporters told us they believe their support can make a genuine difference to people's lives. People also like how we communicate with them, with 7 in 10 feeling that our communications meet their needs.
Nearly three-quarters of supporters felt they can make a real difference by supporting the Red Cross, and two-thirds believe we use our resources efficiently.
However, some were less clear on how their gifts help.
We want every supporter to understand the difference their support makes, and we're continuing to improve how we share that impact.
I would love to see even more stories and behind-the-scenes looks at how the Red Cross alleviates suffering in conflict zones and disaster areas. It helps keep me connected to the global mission and motivates my work as a volunteer.
British Red Cross supporter
Why your feedback matters
To help us understand what supporters are telling us, we work with supporter research experts, About Loyalty. One of the biggest misconceptions about surveys is that individual responses don't make a difference.
Every response helps us build a clearer picture of what supporters think, feel and need. It helps us understand not just what supporters do, but how they feel about their relationship with the British Red Cross.
As About Loyalty explains:
"Together, responses create patterns that point to what is working. Individually, they are an opportunity for supporters to tell us exactly what, in their opinion, we're getting right and what we could improve."
Without surveys and feedback, we'd be making important decisions about supporter communications without hearing directly from the people they're intended for.
And we're interested in how you feel because that's just as important as what you do.
What we'll do next
Listening only matters if it leads to action. That's why we will:
- Continue listening closely to what people tell us, creating opportunities for all supporters to share their views. We’ll use feedback to inform our communications and decisions.
- Work better reflect the many ways the British Red Cross helps people, from responding to emergencies and crises across the world, to supporting communities closer to home.
- Build on the trust placed in us by continuing to be open about our work and how supporter contributions make a difference. Be clearer about how and where donations are spent.
- Look to share stories that reflect not only the challenges people face, but also the hope, resilience and positive difference that supporters help make possible.
The world can at times feel uncertain, but your feedback reminded us that people continue to believe in the power of kindness and humanity.
Your responses don't disappear when you click submit. They influence how we communicate, making sure what we share is relevant, useful and valuable to you.
Thank you for helping shape what comes next
Whether you completed our survey this year or are reading this update for the first time, thank you for being part of the British Red Cross.
You told us. We heard you. And we'll keep listening.