The Charity Commission has published an independent study examining the factors that the public associate with a trustworthy charity.
It identifies the key drivers of trust in charities as being:
transparent about where money goes (8.8 of 10)
true to their values (8.5)
efficient in their use of resources (8.4)
well-governed and well-managed (8.3)
able to demonstrate making a positive difference (8.3)