Give.org: Fewer than one in four donors “highly trust” charities
By Britta Clark
Only 19 percent of individuals say they highly trust charities, according to a new study by Better Business Bureau’s give.org, but 70 percent rate trust in a charity as essential before giving. The group today released the 2019 Give.org Donor Trust Report, the second edition of an annual survey of 2,100 adults across America.
“It’s so important to be able to trust charities, because the work they do in our communities is essential,” said Jane Rupp, president and CEO of BBB Serving Northern Nevada and Utah. “When people donate their hard-earned money, they want to make sure it’s going to a trustworthy organization that will use those donations honestly and ethically.”
Report highlights
Trust is essential
Seventy percent of respondents rated the importance of trusting a charity before giving as essential (9 or 10 on a 10-point scale). However, only 19 percent of respondents say they highly trust charities (9 or 10 on a 10-point scale).
There is a gender gap
Seventy-two percent of women (as compared to 67 percent of men) rated the importance of trust before giving as essential. Only 18 percent of women (as compared to 21 percent of men) highly trust charities. While there is ample space to build trust among both genders, the trust gap is wider for women.
Significant trust drops for two types of charities
The portion of respondents that say they highly trusted civil rights and community action organizations was only 16 percent in 2018, as compared to 25 percent in 2017. Similarly, the portion of respondents that highly trusted religious organizations was only 28 percent in 2018, as opposed to 32 percent in 2017. Change in trust for other charity categories were moderate and tended toward higher trust.
Accomplishments signal trust
When asked what most signals that a charity is trustworthy, the top factors in 2017 and 2018 were accomplishments shared by the organization, third-party evaluations by an independent organization, and financial ratios. The portion of respondents choosing accomplishments as one of the most important signals of trust grew from 44 percent in 2017 to 54 percent in 2018.
To access a free copy of the report, go to give.org/donortrust.
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