Macmillan Cancer Support
(https://www.macmillan.org.uk) 📸 Data Snapshot: May 16, 2026Inspect the JSON-LD. Is there an Organization or Person schema, and does it carry sameAs links to real external profiles (LinkedIn, socials)? Missing schema or no identity declaration signals an anonymous entity.
Authority is well-established through technical and personal signals. The schema_json includes a clear NGO type with sameAs links to major social platforms and a physical location in London. The site also humanizes its authority by naming specific professionals like Mario and John with their respective clinical titles, although the lack of direct Person schema for these individuals is a minor technical oversight.
Unlike most nonprofits that rely solely on emotional appeals, this site demonstrates a tight connection between claims and results. The claim ‘we help 2.4 million people’ is supported by a breakdown of how those people were helped, including 65,000 Holistic Needs Assessments. There is no disconnect between the ‘fair cancer care’ marketing tone and the functional tools provided to achieve it.
Identity & Authority is read from the structured data first: whether the site declares who it is in machine-readable schema, with verifiable identity links. Below is the schema captured per page, then the external proof links that support (or fail to support) that identity.
🔗 Identity & Technical Layer — schema JSON-LD: identity chains, entity gaps
Homepage schema
[
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://www.macmillan.org.uk/"
}
]
},
{
"@context": "https://schema.org",
"@type": "NGO",
"areaServed": "United Kingdom",
"contactPoint": {
"@type": "ContactPoint",
"telephone": "+44 808 808 00 00",
"contactType": "Customer Service"
},
"location": {
"@type": "PostalAddress",
"addressLocality": "London",
"postalCode": "SE1 9HZ",
"streetAddress": "3rd Floor, Bronze Building, The Forge, 105 Sumner Street"
},
"telephone": "+44 808 808 00 00",
"description": "Macmillan Cancer Support is here to listen, support you through treatment, and help with money. We fundraise so we can do whatever it takes.",
"image": "https://cdn.macmillan.org.uk/dfsmedia/1a6f23537f7f4519bb0cf14c45b2a629/24711-50037/fair-cancer-care-banner",
"name": "Macmillan Cancer Support",
"sameAs": [
"https://www.facebook.com/macmillancancer/",
"https://twitter.com/macmillancancer",
"https://www.youtube.com/user/macmillancancer",
"https://www.pinterest.co.uk/macmillancancer/"
],
"url": "https://www.macmillan.org.uk/"
}
]
/forms/contact-us/ask-macmillan-form.html
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "About us",
"item": "https://www.macmillan.org.uk/about-us"
},
{
"@type": "ListItem",
"position": 2,
"name": "Contact us",
"item": "https://www.macmillan.org.uk/about-us/contact-us"
},
{
"@type": "ListItem",
"position": 3,
"name": "Email the Support Line",
"item": "https://www.macmillan.org.uk/about-us/contact-us/ask-macmillan-form"
}
]
}
/donate/gifts-in-wills/
[
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Donate",
"item": "https://www.macmillan.org.uk/donate"
},
{
"@type": "ListItem",
"position": 2,
"name": "Gift in Wills",
"item": "https://www.macmillan.org.uk/donate/gifts-in-wills"
}
]
},
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "What is a gift in a will?",
"acceptedAnswer": {
"@type": "Answer",
"text": "A gift in a will (sometimes called a legacy gift) is a way of leaving something to a person or group after you die. There are different types of gifts you can leave in a will, such as money, part of your estate, or belongings. Many people choose to leave a gift in their will to charity, particularly if they have a personal connection to the cause. Find out how to leave a gift in your will to Macmillan.."
}
},
{
"@type": "Question",
"name": "How do I write a will for free?",
"acceptedAnswer": {
"@type": "Answer",
"text": "We offer a free will service, where we connect you with one of our will writing partners. They help you write your will free of charge. You may be able to write your free will online, via phone/video, through the post or at home depending on where you live. Learn more about Macmillan's Free Will Service."
}
},
{
"@type": "Question",
"name": "Does Macmillan take part in Free Wills Month?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Many charities offer free wills for Free Wills Month in March and October, but Macmillan offers free wills all year round for adults who are aged 18 or older. Find out more about Free Wills Month."
}
},
{
"@type": "Question",
"name": "Can a charity be my executor?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Some charities can act as executor of your will but it is important to make them aware of this when you write your will. Macmillan can act as Executor of your Will if we are receiving a significant gift, such as a residuary gift (a share of what’s left after other gifts and expenses), and we would be honoured to take on this role for you."
}
},
{
"@type": "Question",
"name": "The Times partnership - The chain of giving",
"acceptedAnswer": {
"@type": "Answer",
"text": "Throughout March 2025, working closely with The Times, we’ve brought together inspiring voices—people supported through their cancer journey, the dedicated professionals providing life-changing care, and those who have chosen to leave a legacy of hope by including Macmillan in their will. Read about the chain of giving."
}
},
{
"@type": "Question",
"name": "Can I find out more about the Gift in Wills team?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Our Gift in Wills team have a range of experiences and knowledge in legacy giving. Visit our Gifts in Wills team page to find out more."
}
}
]
}
]
/cancer-information-and-support/
[
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://www.macmillan.org.uk/cancer-information-and-support"
}
]
},
{
"@context": "https://schema.org",
"@type": "MedicalWebPage",
"name": "Home",
"url": "https://www.macmillan.org.uk/cancer-information-and-support/",
"description": "",
"text": "",
"inLanguage": "en-GB",
"lastReviewed": "0001-01-01T00:00:00"
}
]
/donate/
[
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Donate",
"item": "https://www.macmillan.org.uk/donate"
}
]
},
{
"@context": "https://schema.org",
"@type": "DonateAction",
"recipient": {
"@type": "organization",
"name": "Macmillan Cancer Support",
"url": "https://www.macmillan.org.uk/",
"logo": "https://www.macmillan.org.uk/dfsmedia/1a6f23537f7f4519bb0cf14c45b2a629/15973-50033/Macmillan-logo",
"contactpoint": {
"@type": "contactpoint",
"telephone": "0300 1000 200",
"contacttype": "Supporter Care Team"
}
},
"pricecurrency": "GBP",
"agent": {
"@type": "person",
"name": "Donor Name"
},
"description": "Donate to Macmillan Cancer Support to help people living with cancer.",
"additionaltype": "https://schema.org/DonateAction",
"target": {
"@type": "entrypoint",
"urltemplate": "https://www.macmillan.org.uk/donate"
}
}
]
/fundraise/
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Fundraise",
"item": "https://www.macmillan.org.uk/fundraise"
}
]
}
🛡️ Trust Signals — external proof links that back the declared identity
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 10 | 1 |
| /forms/contact-us/ask-macmillan-form.html | 8 | 1 |
| /donate/gifts-in-wills/ | 8 | 1 |
| /cancer-information-and-support/ | 9 | 1 |
| /donate/ | 12 | 1 |
| /fundraise/ | 9 | 1 |
This page presents a snapshot of public data from Macmillan Cancer Support, captured on May 16, 2026, to show how machine logic reads Identity & Authority signals into an AI reputation evaluation.
Purpose: This data is presented under “Fair Use” for the purpose of independent signal analysis, allowing readers to see the raw signals behind the reputation score.
Notice to Macmillan Cancer Support: This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results are intended as professional feedback to help improve any website’s machine-readability and authority signals. The evaluation is free, and any company can request a fresh audit at any time.
Any company can use the insights for free and improve its voice. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.
To all users: You are encouraged to visit the live site at https://www.macmillan.org.uk to view the most current version of its content and see directly what this company is about and what it offers.