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10 Words to Describe the Ideal Organisation

July 12th, 2011

At a recent conference, a speaker from a social welfare charity shared some research that their organisation had conducted. They had asked over 2,000 adults to choose up to 10 words that they thought best described the ideal charity working in social welfare. The top 10 words were:

1. Caring
2. = Trustworthy, Friendly and Supportive
3. Helpful
4. Professional
5. Honest
6. Approachable
7. Practical
8. Informative

A key omission that struck me was ‘Effectiveness/Impact’: is the social welfare organisation effectively addressing/solving their priority issues.

Does such analysis suggest that despite growing calls for proof of impact amongst funders, proving impact is not such an issue to the typical person in the street?

Also, what 10 words would you use to describe your organisation at the moment? Are there any words on your current list that shouldn’t be there? Are there any glaring omissions?