Guide Dogs awarded Most Trusted Charity for 2018


Most Trusted Charity 2018 logo featuring four guide dog puppies - three gold and one black.









Most Trusted Charity – six years in a row!

Guide Dogs Tasmania is proud to announce that, along with the other members of the Guide Dogs Australia family, it has been named as Australia’s Most Trusted Charity Brand for 2018.

Guide Dogs Australia has today been announced as Australia’s Most Trusted Charity Brand, maintaining their exclusive hold on the title for a sixth consecutive year. The organisation received this honour as part of the annual Reader’s Digest’s Trusted Brands survey, which added the charity category in 2013.

Guide Dogs Australia spokesperson Karen Hayes said the achievement highlighted the importance of trust now more than ever between the public and brands, especially for those acting 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,” said Ms Hayes.

“While there are no magic bullets to establishing trust, there are three fundamentals we as an organisation believe are vital: authenticity, consistency and transparency. Trust is at the heart of everything we do, especially between a person with blindness or low vision and their Guide Dog.

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

A woman is embracing her black Guide Dog and smiling.

Vanessa trusts her Guide Dog Yuri.

Trust between a Handler and their Guide Dog couldn’t be more of a reality than for Guide Dogs Tasmania client Vanessa Ransley.

When Vanessa’s fourth Guide Dog, Elton, was retired prematurely a few years ago, she found it difficult to cope without him. She was anxious and frustrated, and sick of bumping into things “like a pinball”. But when a gorgeous black Labrador named Yuri was matched with Vanessa, her world was once again opened up.

“Yuri has made a huge difference. If I do feel a little anxious, I just pat Yuri and it is ok. When I’m with a Guide Dog, it feels like everything is moving out of my way. I’m gliding, not fighting, through the journey,” Vanessa said.

Guide Dogs Tasmania CEO Dr Clare Allen said being part of a brand that is so well trusted right around Australia means they can continue providing Guide Dogs to people like Vanessa.

“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,” she said.

“We’re extremely proud of this announcement and will continue to work hard to provide Tasmanians who are blind or vision impaired with these life-changing dogs.”

About the Reader’s Digest Most Trusted survey:

The Reader’s Digest Trusted Brands survey was independently conducted by Roy Morgan Research and included a cross-section of 2,450 Australians. The survey has been conducted annually for 18 years, with the charity category being included from 2013.