Introduction
Charities rely on the goodwill of volunteers, members, institutional bodies and the general public for their survival. To attract this goodwill their brands need to embody and communicate values relevant to this audience. They also need to differentiate themselves from other not-for-profit and commercial competition. Charities with powerful brands, therefore, are able to stand out from the crowd and attract significant amounts of revenue. This research reveals just how important and valuable these brands actually are.

Methodology
The ranking is based on the "relief from royalty" methodology which uses forecast revenue streams and the implicit royalties which the firms are relieved from paying because they own the brands. The royalty rates are based on a measure of brand strength using qualitative market research, media coverage and websites. This is then discounted to a present value using an estimated weighted average cost of capital. The analysis is based on published figures.

1. Cancer Research £202.2m
2. The National Trust £196.4m
3. Oxfam £166.2m
4. British Red Cross £111m
5. Wellcome Trust £108.1m
6. Barnardo's £93.7m
7. RSPCA £93.7m
8. Arts Council of England £88.6m
9. The British Council £88.4m
10. British Heart Foundation £80.2