Your trust helps make us Australia’s second most trusted charity

Thanks to your support, Surf Life Saving Australia (SLSA) has been ranked as the second most trusted charity in Australia in the 2024 Charity and Not-for-Profit RepTrak study.

Since 1907, we’ve been saving lives and building stronger, safer communities. But this recognition isn’t just about what we do, it’s also about the trust and belief that you, our supporters, have in us. Your generosity powers our patrols, training, and rescue efforts, ensuring that everyone can enjoy our Australian beaches safely.

Achieving a record-high reputation score of 94.2 is more than a milestone, it’s a reflection of the impact you make possible. Reputation isn’t just about awareness; it’s about how people think, feel, and act toward an organisation. The Charity RepTrak study evaluates trust in Australian Charities through three key lenses:

Think: How well an organisation delivers on key areas like service, innovation, and leadership.

Feel: The level of admiration, trust, and respect people have for an organisation.

Do: How likely people are to support, donate, or recommend an organisation.

Because of you, more people than ever feel connected to our mission and inspired to act.

SLSA’s reputation growth was driven by emotional connection, showing that the Australian population not only see our lifesaving efforts but deeply believe in them. Here’s what stood out:

• Lifesaving at the heart – Our mission to keep people safe resonates strongly, reinforcing why your support is so critical.
• A trusted presence in the community – 67% of Australians are familiar with SLSA, an increase from previous years, thanks to your advocacy and awareness.
• Service and citizenship lead the way – Our strongest reputation drivers were delivering essential services (94.2) and making a meaningful contribution to society (94.8), areas made possible by your generosity.

Your support keeps SLSA crisis-proof, respected, and leading in safety and education.

This recognition isn’t just a reflection of SLSA, it’s a reflection of the collective effort of our donors, volunteers, and supporters. Your generosity allows us to:

• Train and equip volunteer surf lifesavers

Every donation helps ensure our volunteers have the skills and gear needed to respond in emergencies.

• Expand community safety programs

From First Aid training to disaster response, your support strengthens our ability to educate and protect.

• Innovate for the future

New technology, training methods, and safety initiatives keep our lifesaving efforts at the highest standard.

Even among those who haven’t donated, SLSA’s reputation remains strong, but those who give feel an even greater connection to the lives they help save.

Your belief in us helps us save precious lives and keep our Australian beaches safer. While this ranking is a proud moment, we know trust is built, not given. That’s why we’re committed to:

• Sharing the impact of your generosity so you can see the difference you make.
• Continuing to innovate and improve our lifesaving services.
• Deepening engagement with our supporters; because together, we save lives.

Thank you for being part of our story. Your support is the reason we can continue to protect, educate, and inspire people every day.