Macmillan Cancer Support
(https://www.macmillan.org.uk) 📸 Data Snapshot: May 16, 2026Count trust words (review, testimonial, rating, verified) against real outbound proof links (Google, Trustpilot, Clutch, G2, Yelp). Lots of trust language with zero verification links is trust theatre. Unlinked logo galleries count against it.
Trust theatre is minimal, though there is a slight gap between review counts and proof links. Several pages show a review_count of 8 to 12 without direct outbound links to a third-party verification platform like Trustpilot or the Charity Commission in the provided text. However, the presence of a verified physical address in London and a freephone 0808 number significantly reduces the ‘theatre’ risk typically found in digital-only charities.
Proof density is high across the primary service and donation pages. Out of the 6 pages analyzed, the ‘Your impact’ section alone contains 5+ distinct, dated data points regarding financial allocation and beneficiary reach. The ratio of vague assertions to hard data favors the latter, which is rare for large-scale NGOs.
Trust & Proof is read by weighing trust language against real verification. Below is the page-by-page tally of review mentions and external proof links, then the schema markup that may (or may not) declare verifiable ratings and identity proof.
🛡️ Trust Signals — reviews, proof links, trust-theatre check
| 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 |
🔗 Identity & Technical Layer — schema JSON-LD: declared ratings, reviews & identity proof
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"
}
]
}
This page presents a snapshot of public data from Macmillan Cancer Support, captured on May 16, 2026, to show how machine logic reads Trust & Proof 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.