--- title: "Forest & Bird vs SPCA: Which is searched more in New Zealand?" description: "Is Forest & Bird or SPCA more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the National charities set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/compare/forest-and-bird-vs-spca" publisher: "Brandwave" --- # Forest & Bird vs SPCA: Which is searched more in New Zealand? Is Forest & Bird or SPCA more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the National charities set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Forest & Bird and SPCA - **Competitive set**: National charities - **Market**: New Zealand - **Month measured**: Sep 2026 - **Forest & Bird Share of Search**: 4.4% - **SPCA Share of Search**: 47.9% ## Is Forest & Bird or SPCA more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | KidsCan | 1st | 2 of 3 | 1 of 2 | 3 of 5 | | Red Cross NZ | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | Forest & Bird | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Cancer Society NZ | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Salvation Army NZ | 5th | 3 of 3 | 0 of 2 | 3 of 5 | | SPCA | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | World Vision NZ | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Hospice NZ | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Starship Foundation | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about national charities - Asked ChatGPT "Which national charity should I join in New Zealand?": 1. Red Cross NZ, 2. Forest & Bird, 3. SPCA, 4. Salvation Army NZ - Asked ChatGPT "What are the best national charities in New Zealand?": 1. KidsCan, 2. Red Cross NZ, 3. Cancer Society NZ, 4. Forest & Bird, 5. Salvation Army NZ - Asked ChatGPT "What's the best national charity in New Zealand for a cause?": 1. KidsCan, 2. Cancer Society NZ, 3. Forest & Bird, 4. Salvation Army NZ - Searched Google, AI Overview "charities nz": 1. KidsCan - Searched Google, AI Overview "donate to charity nz": named none of the brands we track Not named in any answer: World Vision NZ, Hospice NZ and Starship Foundation. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand national charities in September 2026? - 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. ## Month by month | Month | Forest & Bird estimated searches | Forest & Bird Share of Search | Forest & Bird rank | SPCA estimated searches | SPCA Share of Search | SPCA rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.4K | 2.6% | 6 | 38.9K | 42.8% | 1 | | Nov 2025 | 2.4K | 2.6% | 6 | 38.8K | 42.8% | 1 | | Dec 2025 | 1.9K | 1.9% | 6 | 38.7K | 37.9% | 2 | | Jan 2026 | 1.6K | 1.7% | 7 | 39.7K | 41.1% | 1 | | Feb 2026 | 1.6K | 1.8% | 7 | 32.6K | 36.8% | 2 | | Mar 2026 | 2.4K | 2.6% | 7 | 39.3K | 42.3% | 1 | | Apr 2026 | 1.6K | 1.9% | 7 | 39K | 46.6% | 1 | | May 2026 | 1.9K | 2.2% | 7 | 39.5K | 45.9% | 1 | | Jun 2026 | 5.4K | 5.9% | 5 | 39.1K | 42.9% | 1 | | Jul 2026 | 1.9K | 2.5% | 6 | 38.8K | 50% | 1 | | Aug 2026 | 1.9K | 2.3% | 7 | 39.1K | 48.3% | 1 | | Sep 2026 | 3.6K | 4.4% | 4 | 38.9K | 47.9% | 1 | ## How each brand is measured 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**: Measured on the search terms “forest & bird” and “forest and bird”, summed into one figure. - **SPCA**: Measured on the 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” and “waikato spca”, summed into one figure. - [Forest & Bird profile](/demand/nz/brands/forest-and-bird) - [SPCA profile](/demand/nz/brands/spca) - [All national charities in New Zealand](/demand/nz/categories/nz-national-charities): The set both shares are measured inside, 9 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Forest & Bird or SPCA more popular in search? 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%. ## Cite this page Brandwave. "Forest & Bird vs SPCA: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/forest-and-bird-vs-spca This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/forest-and-bird-vs-spca. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.