Brandwave

Forest & Bird vs Hospice NZ:Which is more popular?

In September 2026, Forest & Bird had more branded searches than Hospice NZ among national charities in New Zealand. Forest & Bird had about 3,600 branded searches, while Hospice NZ had 2,270. Forest & Bird made up 4.4% of all national charity searches we track, and Hospice NZ accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about national charities, Forest & Bird appeared in three of the five answers and Hospice NZ in none.

Among national charities in New Zealand in September 2026

Who do people search for more?

Forest & Bird, about 59% more searches than Hospice NZ

Forest & Bird 3.6K searchesHospice NZ 2.3K searches

Who does AI mention more?

Forest & Bird, mentioned in 3 of 5 answers, Hospice NZ in 0

Forest & Bird in 3 of 5Hospice NZ in 0 of 5

Who does AI recommend more?

Forest & Bird, the only one of the two named

Forest & Bird first in 3Hospice NZ never named

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Top national charities in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Forest & Bird was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Hospice NZ did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Red Cross NZ1st
  2. Forest & Bird2nd
  3. Cancer Society NZ3rd
  4. Salvation Army NZ4th
  5. SPCA5th
  6. World Vision NZ–
  7. Hospice NZ–
  8. Starship Foundation–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Salvation Army NZ3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Forest & Bird3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Red Cross NZ2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cancer Society NZ2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SPCA1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • World Vision NZ0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hospice NZ0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Starship Foundation0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about national charities

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Forest & Bird or Hospice NZ more popular in search?

This chart shows how often people search Google for Forest & Bird and Hospice NZ by name. Each line represents a brand's share of searches for all nine national charities we track, month by month, from searches in New Zealand.

Forest & Bird and Hospice NZ among national charities in New Zealand, by month

Share of searches by month for Forest & Bird, Hospice NZ. The figures are in the table below the chart.

View monthly share of searches table
MonthSPCASalvation Army NZRed Cross NZForest & BirdWorld Vision NZHospice NZCancer Society NZStarship Foundation
Oct 202542.8%35.4%10.1%2.6%3.2%2.7%2.1%0.98%
Nov 202542.8%35.5%10%2.6%3.2%2.7%2.1%1.1%
Dec 202537.9%46.1%7.1%1.9%2.5%2.3%1.3%0.88%
Jan 202641.1%40.8%9.1%1.7%2.1%2.8%1.7%0.79%
Feb 202636.8%42.6%9.8%1.8%3.3%2.5%2.2%1%
Mar 202642.3%34.7%9.7%2.6%4.3%2.7%2.6%1.1%
Apr 202646.6%32.7%8.7%1.9%4.2%3%1.9%0.9%
May 202645.9%31.4%8.8%2.2%5.2%3%2.2%1.2%
Jun 202642.9%29.2%8.8%5.9%8%2.4%1.8%1%
Jul 202650%28.8%9.7%2.5%3.4%2.7%2.1%0.95%
Aug 202648.3%28.1%10%2.3%4%2.7%3.6%0.94%
Sep 202647.9%28%9.6%4.4%3.9%2.8%2.4%0.91%

How has the Forest & Bird and Hospice NZ comparison changed over the last 12 months?

3 findings
  • The lead changed hands 3 times in the 12 months ending September 2026: Forest & Bird took it in June 2026, Hospice NZ took it in July 2026, Forest & Bird took it in September 2026.
  • Across the 12 months ending September 2026, Forest & Bird’s share of searches among national charities in New Zealand moved from 2.6% to 4.4%, and its estimated monthly branded searches moved from 2.4K to 3.6K.
  • Across the 12 months ending September 2026, Hospice NZ’s share of searches among national charities in New Zealand moved from 2.7% to 2.8%, and its estimated monthly branded searches moved from 2.5K to 2.3K.

How did search popularity change for New Zealand national charities in September 2026?

1 change

  1. In September 2026, Forest & Bird overtook World Vision NZ and 2 others to rank 4th among national charities in New Zealand, with 4.4% of the searches.

How are branded searches counted?

14 search terms

Brandwave collects information about searches that people make online using Forest & Bird’s and Hospice NZ’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Forest & Bird

2 branded search terms

  • forest & bird
  • forest and bird

Hospice NZ

12 branded search terms

  • franklin hospice pukekohe
  • hospice matamata
  • hospice morrinsville
  • hospice nz
  • hospice orewa
  • hospice te awamutu
  • hospice tikipunga
  • hospice timaru
  • hospicenz
  • palmerston north hospice
  • totara hospice manurewa
  • warkworth hospice

How the Brand Demand Index is measured

Other head-to-heads among national charities

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