Gorkana Insight & Analysis Team
The RNLI, RSPCA and Oxfam were among the big coverage league table movers, according to the July Gorkana charity barometer.
The RNLI topped the mainstream league table (4,752) with rescue missions driving two coverage peaks. During the month, the charity led a search for two RAF airmen who went missing after their jets crashed off the coast of Scotland, as well as a lifeboat rescue of the friend of a 14-year-old boy who was killed by a boat propeller.
The RSPCA jumped five places to fourth (2,476) in the mainstream coverage table, after some remarkable animal survival stories emerged in July. The jump came as a result of the rescue of Wimbledon’s hawk Rufus, which generated around 600 pieces of coverage, along with the news of a three-week-old kitten who was saved from being crushed in a recycling truck.
Oxfam moved up from eighth to fourth place (45,262) in the social media rankings after echoing warnings from other charity sectors over families struggling with basic living costs, as well as a result of the legacy of deceased Nick Newlife, whose bet ensured that the charity was also a winner at Wimbledon. Oxfam coverage peaked online as the charity received a £100,000 donation as a result of a bet placed by Nick in 2003 on Roger Federer to win seven Wimbledon titles.
Greenpeace also created high peaks in coverage in mainstream and social media rankings, coming eighth (2,012) and third (62,893) respectively. The high peaks in coverage came amid the charity’s forceful opposition to Shell’s plans to drill for oil in the Arctic, with the creation of a video showing a fake event, hosted by Greenpeace, ahead of the departure of Shell's oil rigs from a Seattle port.
Shelter was among the biggest mover in mainstream media, jumping 10 places to the 21st spot after its claim that there has been an 86% increase in the number of families with children renting privately in the last six years.
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