Brandwave

Forest & Bird vs SPCA:Which is more popular?

In September 2026, SPCA had more branded searches than Forest & Bird among national charities in New Zealand. SPCA had about 38,900 branded searches, while Forest & Bird had 3,600. SPCA made up 47.9% of all national charity searches we track, and Forest & Bird accounted for 4.4%. When we asked ChatGPT and Google AI Overviews about national charities, Forest & Bird appeared in three of the five answers and SPCA in one. Forest & Bird was mentioned before SPCA in every answer.

Among national charities in New Zealand in September 2026

Who do people search for more?

SPCA, about 11 searches for every 1 for Forest & Bird

SPCA 38.9K searchesForest & Bird 3.6K searches

Who does AI mention more?

Forest & Bird, mentioned in 3 of 5 answers, SPCA in 1

Forest & Bird in 3 of 5SPCA in 1 of 5

Who does AI recommend more?

Forest & Bird, named ahead of SPCA in every answer

Forest & Bird first in 3SPCA never first

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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. SPCA was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Forest & Bird was listed before SPCA in every answer.

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 SPCA more popular in search?

This chart shows how often people search Google for Forest & Bird and SPCA 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 SPCA among national charities in New Zealand, by month

Share of searches by month for SPCA, Forest & Bird. 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 SPCA comparison changed over the last 12 months?

3 findings
  • SPCA was ahead of Forest & Bird in every measured month of the 12 months ending 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, SPCA’s share of searches among national charities in New Zealand moved from 42.8% to 47.9%, and its estimated monthly branded searches held steady at 38.9K.

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?

18 search terms

Brandwave collects information about searches that people make online using Forest & Bird’s and SPCA’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

SPCA

16 branded search terms

  • spca
  • spca adoption
  • spca animals
  • spca cat adoption
  • spca dogs
  • spca donate
  • spca foster
  • spca hours
  • spca kittens
  • spca number
  • spca operating hours
  • spca opshop
  • spca puppies
  • spca telephone number
  • spca volunteer
  • waikato spca

How the Brand Demand Index is measured

Other head-to-heads among national charities

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