Research and analysis

Trustee Segmentation Profiles

Published 8 July 2025

Applies to England and Wales

Prepared for the Charity Commission for England and Wales by BMG Research

Note: Where tables show 2025 data amongst different subgroups, (+) indicates significantly higher than the total and (-) indicates significantly lower than the total.

Segmentation Methodology

The Commission asked BMG to develop an audience segmentation of charity trustees, to see if this would provide new insights and enable the Commission to communicate with different groups of trustees in a more effective and targeted way.

What is our segmentation approach?

  • the bespoke segmentation was created using data from the 2025 trustee survey
  • we used 25 of the survey questions (including 2 multiple questions) to input into the segmentation, covering confidence in different aspects of the trustee role; knowledge of responsibilities and decision-making; and trustees’ length of experience
  • after testing both cluster and latent class approaches, we decided on the latter – this is a robust segmentation technique that identifies and groups patterns based on a neutral approach, without forcing assumptions
  • this approach identified four segments which are introduced below

Reporting our segmentation

  • the ‘overall knowledge’ score uses trustees’ responses to 19 questions on understanding of what to do in decision making and around their responsibilities (for example if they got all 19 correct their score was 19)
  • other than the overall proportions each segment consists of, and the derived knowledge scores, all data is weighted to be representative of charity size by income

Meet the segments:

Segment Name Size in CCEW trustee survey
Segment 1: Skilled and sure 43%
Segment 2: On the right track 29%
Segment 3: Experienced and overconfident 9%
Segment 4: Low confidence but learning 20%

Segment 1: Skilled and Sure

43%

This group make up the largest proportion of trustees (43%). Nearly all have served for over five years (97%) with the most common level of experience being over 10 years (46%), compared to a survey average of 38%. Just under two thirds of them (64%) are aged 50-75.

Their overall confidence is the highest among all segments with 99% saying they are very confident. This group are very confident in making decisions (99%) and delivering their charity’s purpose (98%), and confidence across all other areas of the role are significantly higher than the average. This group are very good at knowing what they should always do during decision making such as asking questions even if they are challenging or awkward (97%) and speaking up if they disagree with the majority (94%).

However, there is still room for improvement. This group are more likely to incorrectly think trustees should always make decisions based on their personal views (14%). There are also some areas of trustee responsibility that not all get correct –particularly keeping up to date with the Commission’s guidance; and making sure the Commission gets the right information on time – so there is still room to grow and challenge incorrect assumptions through revisiting guidance. 

Experience as a trustee

Less than one year 3%(-)
One to five years 26%(-)
Five to ten years 25%
More than 10 years 46%(+)

Percentage saying they are very confident in:

Overall confidence 99%(+)
Making decisions 99%(+)
Delivering your charity’s purpose 98%(+)
Reporting information 95%(+)
My ability to protect my own charity and its beneficiaries from wrongdoing and harm 94%(+)
Identifying and dealing with conflicts of interest 86%(+)
Managing finances 84%(+)

Knowledge:

The average knowledge score is 16.2(+) *

More likely to know that in decision making, they should always…

Speak up if they disagree with the majority 94%(+)
Ask questions even if challenging or awkward 97%(+)

But are more likely to incorrectly think they should always…

Support a decision that benefits another organisation they are involved with 14%(+)
Make decisions based on a trustees’ personal views 14%(+)

Know they are responsible for…

Making important decisions 95%(+)
Making sure the charity sends the right information to the Commission at the right time 65%(+)

Trustee characteristics:

50-75 years old 64%(+)
Have the role of chair within their charity 24%(+)

Using Guidance:

Use any Charity Commission guidance at least once a year 48%
Use guidance from its website at least once a year 43%(+)

Reasons for not using Charity Commission guidance more often:

I don’t think I need guidance that regularly 74%(+)
I didn’t know that the Charity Commission provided guidance 6%(-)
I don’t know how to find what I need 5%(-)
I don’t use the internet very much 4%(-)

Main charity activity:

45% have a charity income of £0-£10k (+)

Provides grants or other funding to individuals or organisations 42%(+)
Provides services 29%(-)
Provides buildings, facilities or open space 24%(-)
Provides advocacy/ advice/ information 15%(-)

Perception of fairness: % saying the Charity Commission acts…

Fairly when dealing with wrongdoing 52%(+)
Unfairly when dealing with wrongdoing 3%

Use of codes, standards and governance tools:

Say their charity applies any code, standard and governance tool 44%(+)
Say they don’t know about their usage 26%(-)

Segment 2: On the right track

29%

This groups consists of around a third (29%) of trustees. They most commonly have one to five years’ experience (42%) and this group has the smallest proportion of trustees with more than 10 years’ experience. They show fairly high levels of confidence in their role, but the proportion who are very confident is below the average at 43%. Specifically, they are more confident than average in making decisions (88%) and delivering their charity’s purpose (85%). Despite being less experienced, this group’s knowledge is strong when looking at decision making and role responsibilities, falling in line with the overall average. For example, 92% know they are responsible for ensuring that all the charity’s activities help to achieve the purposes for which it was set up.

There are some areas which this group can improve on. Only 65% are very confident in reporting information, which is below average. They mostly know what they are doing, but do not always get it right. When given an overall ‘knowledge score’ (out of 19 based on their responses to 19 knowledge related questions), theirs is the second highest at 15.8 – in line with the trustee average – but they are less likely than average to know that the Charity Commission provides guidance (16%).

Experience as a trustee

Less than one year 8%(+)
One to five years 42%(+)
Five to ten years 29%(+)
More than 10 years 22%(-)

Percentage saying they are very confident in:

Overall confidence 43%(-)
Making decisions 88%(+)
Delivering your charity’s purpose 85%(+)
Reporting information 65%(-)
Identifying and dealing with conflicts of interest 53%
My ability to protect my own charity and its beneficiaries from wrongdoing and harm 39%(-)
Managing finances 30%(-)

Knowledge:

The average knowledge score is 15.8 *

Know that in decision making they should always…

Understand potential costs and what the charity can afford 98%
Make sure they have all the information they need 98%
Ask questions even if they are challenging or awkward 95%
Follow what it in the charity’s governing document 94%

Know they are responsible for…

Ensuring that all the charity’s activities help to achieve the purpose for which it was set up 92%
Keeping up to date with relevant Charity Commission guidance 73%(+)

Trustee characteristics:

Under 50 years old 14%(+)
Are employed full time 22%(+)
Have the role of treasurer within their charity 10%(-)

Using Guidance:

Use any Charity Commission guidance at least once a year 46%
Ever phone or email the Commission for guidance 23%(-)

Reasons for not using Charity Commission guidance more often:

I don’t think I need guidance that regularly 68%
I didn’t know that the Charity Commission provided guidance 16%(+)
I don’t know how to find what I need 9%
I don’t use the internet very much 6%

Main charity activity:

7%(+) don’t know the income of their charity

Provides services 35%
Provides grants or other funding to individuals or organisations 29%(-)
Provides buildings, facilities or open space 29%
Provides advocacy/ advice/ information 19%

Perception of fairness: % saying the Charity Commission acts…

Fairly when dealing with wrongdoing 43%
Don’t know how fairly it acts 43%

Use of codes, standards and governance tools:

Say their charity applies any code, standard and governance tool 32%(-)
Say they don’t know about their usage 42%(+)

Segment 3: Experienced and overconfident

9%

This group makes up the smallest proportion of trustees (9%). They are an experienced group; nearly two thirds have more than ten years’ experience as a trustee. Their overall confidence in their role is above average with 88% saying they are very confident. More specifically they are more confident than average in managing finances (80% very confident) and in their ability to protect their charity and beneficiaries from wrongdoing and harm (72% very confident). Their confidence in delivering their charity’s purpose and reporting information sits in line with the trustee average. This group are good at knowing what they should do when decision making, including knowing they should always make sure they have all the information they need (98%) and that they should understand potential costs (96%) – both figures in line with the trustee average.

However, there are some areas where this group could improve. One of these areas is in conflicts of interest, with the group being less likely to say they are very confident in dealing with conflicts of interest (11%). This is demonstrated in their knowledge with just 61% knowing that all trustees are responsible for managing conflicts of interest, and in the fact that over half (56%) said that ‘it depends’ when asked about whether trustees should support a decision that benefits another organisation they are involved in.

Experience as a trustee

Less than one year 1%(-)
One to five years 20%(-)
Five to ten years 18%(-)
More than 10 years 61%(+)

Percentage saying they are very confident in:

Overall confidence 88%(+)
Managing finances 80%(+)
Delivering your charity’s purpose 75%
My ability to protect my own charity and its beneficiaries from wrongdoing and harm 72%(+)
Reporting information 67%
Making decisions 42%(-)
Identifying and dealing with conflicts of interest 11%(-)

Knowledge:

The average knowledge score is 14.5(-)*

Know that in decision making they should always…

Speak up if they disagree with the majority 84%(-)
Decide what is relevant to that decision 83%(-)

But are more likely to incorrectly say it depends on the following…

Make decisions based on trustee’s personal views 56%(+)
Support a decision that benefits another organisation they are involved in 56%(+)

Know they are responsible for…

Ensuring that all the charity’s activities help to achieve the purpose for which it was set up 85%(-)
Keeping up to date with relevant Charity Commission guidance 57%(-)

Trustee characteristics:

Over 75 years old 42%(+)
Are retired 70%(+)
Have the role of treasurer within their charity 33%(+)

Using Guidance:

Use any Charity Commission guidance at least once a year 43%
Read their own charity’s guidance at least once a year 12%(-)

Reasons for not using Charity Commission guidance more often:

I don’t think I need guidance that regularly 84%(+)
I didn’t know that the Charity Commission provided guidance 9%
I don’t know how to find what I need 6%
I don’t use the internet very much 4%

Main charity activity:

Provides services 27%
Provides grants or other funding to individuals or organisations 27%(-)
Provides buildings, facilities or open space 28%
Provides advocacy/ advice/ information 17%

Perception of fairness: % saying the Charity Commission acts…

Fairly when dealing with wrongdoing 44%
Don’t know how fairly it acts 44%

Use of codes, standards and governance tools:

Say their charity applies any code, standard and governance tool 37%

Segment 4: Low confidence but learning

20%

This segment has low confidence and less experience. This group has the largest proportion of trustees with less than one year’s experience (11%), with most (37%) trustees typically having one to five years’ experience. Their overall confidence is the lowest among all segments with only one in twenty (5%) reporting that they are very confident in the role. They consistently display low levels of confidence throughout every area of their role; less than one third (32%) is very confident in delivering their charity’s purpose and only 3% are very confident in identifying and dealing with conflicts of interest.

This group aren’t always sure of what they should always do when making a decision. Lower than the average, 89% know to always ask questions even if they are challenging or awkward. This group are more likely than average to incorrectly say it depends on the situation whether they should support a decision that benefits another organisation that they are involved in (51%). This group’s overall knowledge score is 14.7/19 – below the average.  They are more likely to not use Charity Commission guidance as they don’t know how to find what they need (14%) and because they didn’t know that the Charity Commission provided guidance (16%).

Experience as a trustee

Less than one year 11%(+)
One to five years 37%(+)
Five to ten years 20%(-)
More than ten years 32%(-)

Percentage saying they are very confident in:

Overall confidence 5%(-)
Delivering your charity’s purpose 32%(-)
Reporting information 14%(-)
Managing finances 14%(-)
My ability to protect my own charity and its beneficiaries from wrongdoing and harm 11%(-)
Making decisions 6%(-)
Identifying and dealing with conflicts of interest 3%(-)

Knowledge:

The average knowledge score is 14.7(-) *

Know that in decision making they should always…

Make sure they have all the information they need 96%(-)
Ask questions even if they are challenging or awkward 89%(-)
Speak up if they disagree with the majority 82%(-)

But are more likely to incorrectly say it depends on the following…

Support a decision that benefits another organisation they are involved in 51%(+)

Know they are responsible for…

Ensuring that all the charity’s activities help to achieve the purpose for which it was set up 86%(-)
Keeping up to date with relevant Charity Commission guidance 47%(-)

Trustee characteristics:

Under 50 years old 14%(+)
Have the role of Chair within their charity 10%(-)

Using Guidance:

Use any Charity Commission guidance at least once a year 41%(-)
Have never used their own charity’s guidance 53%(+)

Reasons for not using Charity Commission guidance more often:

I don’t think I need guidance that regularly 62%(-)
I didn’t know that the Charity Commission provided guidance 16%(+)
I don’t know how to find what I need 14%(+)
I don’t use the internet very much 11%(+)

Main charity activity:

9%(+) don’t know the income of their charity

Provides services 36%(+)
Provides buildings, facilities or open space 32%(+)
Provides grants or other funding to individuals or organisations 28%(-)
Provides advocacy/ advice/ information 19%

Perception of fairness: % saying the Charity Commission acts…

Fairly when dealing with wrongdoing 38%(-)
Don’t know how fairly it acts 49%(+)

Use of codes, standards and governance tools:

Say their charity applies any code, standard and governance tool 25%(-)
Say they don’t know whether they are applied 54%(+)

*Out of a total of 19 possible points. Total trustee average is 15.6