Few institutions in the modern world enjoy more trust than charities-a trust given both by rich people who give them money and by the wider public that may benefit from their work. A recent survey by American Express shows that 70% of Americans trust non-profit outfits more than government or business to "address some of the most pressing issues of our time". A survey by Merrill Lynch of rich people found that over 94% trusted nonprofit organisations (business won a 68% rating and government a paltry 32%). Trust in do-gooders extends well beyond America. This year's "Trust Barometer", an annual survey of attitudes in six countries by Edelman, a pr firm, found that non-governmental organisations, or ngos (as non-profits tend to be described outside America), were more trusted than governments or businesses.
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