MOST LOVED NONPROFITS - IN AMERICA 2020
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MOST LOVED NONPROFITS IN AMERICA 2020
MORNING CONSULT TRUSTED BY
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ensure quality data and results.MOS T L OVE D NONPR OF I T S
MORNING CONSULT’S RANKING OF THE
NONPROFITS AND FOUNDATIONS THAT
ARE WINNING THE HEARTS AND MINDS
OF AMERICANS.
3MOST LOVED NONPROFITS
Morning Consult looked at the the following nonprofits and foundations across the following metrics:
favorability, trust, community impact, and donation consideration.
Alzheimer’s Association Earthjustice National Fish and Wildlife Foundation The John D. and Catherine T. MacArthur
American Cancer Society Environmental Defense Fund National Resources Defense Council Foundation
American Civil Liberties Union Feed the Children Ocean Conservancy The National Geographic Society
American Heart Association Feeding America Oceana The Nature Conservancy
American Kidney Fund Food for the Poor Open Society Foundation The New Venture Fund
American Red Cross Ford Foundation Oxfam The Robert Wood Johnson Foundation
American Society for the Prevention of Girl Scouts of America Partners in Health The Rotary Foundation
Cruelty to Animals (ASPCA) Goodwill Petco Foundation The Salvation Army
Americares Foundation Gordon and Betty Moore Foundation Pew Charitable Trusts The Task Force for Global Health
Amnesty International Habitat for Humanity Planned Parenthood The Trevor Project
Anti-Defamation League Human Rights Campaign Public Broadcasting Service (PBS) The Wildlife Conservation Society (WCS)
Best Friends Animal Society Human Rights Watch Rainforest Trust The William and Flora Hewlett Foundation
Big Brothers Big Sisters of America Humane Society of the United States (HSUS) Rockefeller Foundation The Y (YMCA of the USA)
Bill & Melinda Gates Foundation International Rescue Committee (IRC) Ronald McDonald House Charities UNICEF
Boy Scouts of America J. Paul Getty Trust Save the Children Union of Concerned Scientists
Boys & Girls Clubs of America Kennedy Center for Performing Arts Scholarship America United Nations Foundation
CARE International Lilly Endowment Inc. Sierra Club United Way
Catholic Charities USA Lincoln Center for Performing Arts Smithsonian Institution W. K. Kellogg Foundation
Catholic Relief Services Lutheran Services in America Special Olympics International Walton Family Foundation
ChildFund International Make-A-Wish Foundation St. Jude Children’s Research Hospital Water.org
Clinton Foundation MAP International Susan G. Komen for the Cure World Resources Institute
Compassion International March of Dimes Teach for America World Vision
Conservation International Metropolitan Museum of Art The Andrew W. Mellon Foundation World Wildlife Fund (WWF)
Dana-Farber Cancer Institute Metropolitan Opera The Carter Center Wounded Warrior Project
Direct Relief Mount Sinai The David and Lucile Packard Foundation
Doctors without Borders National Audubon Society The Gill Foundation
4MOST LOVED NONPROFITS
How this ranking was determined:
This year, Morning Consult is introducing an index to determine the Most Loved Nonprofits, in order
to offer a more comprehensive look at Americans’ perceptions. The index is based on four metrics:
• Favorability: The percentage of adults with a favorable opinion of the nonprofit.
• Trust: The percentage of adults who trust the nonprofit to do the right thing.
• Community Impact: The percentage of adults who say the nonprofit has a positive impact on the
communities they serve.
• Donation Consideration: The percentage of adults who would consider donating to the nonprofit.
Each one of these numbers was added together in order to determine the index score.
For example, take Nonprofit X.
• +50 Net Favorability (Total Favorable – Total Unfavorable)
• +24 Net Trust (Total Trust – Total Do Not Trust)
• +32 Net Community Impact (Total Positive Impact – Total Negative Impact)
• +2 Net Donation Consideration (Total Likely to Donate – Total Unlikely to Donate)
• 50 + 24 + 32 + 2 = 108 (Nonprofit X’s index score)
Methodology: This poll was conducted between January 27-29, 2020 among a national sample of 4,402 adults. The interviews were conducted online, and the data were weighted to
approximate a target sample of adults based on age, educational attainment, gender, race, and region. Results from the full survey have a margin of error of +/- 1%. Each nonprofit was
seen by a quarter of the sample (~1,100 adults), with a margin of error of +/-3%.
5CONTENTS
Top 10 Nonprofits by Key
1 Performance Indicators
Top 10 Nonprofits by
2 Demographics
Better Understanding
3
Donation Behavior
6MOST LOVED NONPROFITS
Top 10 Most Known Nonprofits
Before diving into questions that asked respondents to rate nonprofits and charities on specific metrics, they were asked to write-in
the names of top-of-mind organizations. This reveals which nonprofits and charities have the highest unaided identification.
When you think of charities and nonprofits, what are the organizations that come to mind? [open end]
# Of Mentions in Open End
American Red Cross 900
The Salvation Army 712
St. Jude's 587
American Society for the Prevention
of Cruelty to Animals (ASPCA) 379
Goodwill 346
United Way 281
American Cancer Society 268
Humane Society of the United States
(HS US) 171
American Heart Association 134
Church 130
7MOST LOVED NONPROFITS
#1 Most Loved Nonprofit
FAVORABILITY
Very Favorable Somewhat Favorable Net Favorability
63% 23% +84
TRUST
A Lot Some Net Trust
63% 19% +78
INDEX SCORE 280 IMPACT
Very Positive Somewhat Positive Net Impact
61% 20% +79
DONATION CONSIDERATION
Absolutely Certain Very Likely Net Consideration
27% 25% +39
8MOST LOVED NONPROFITS
Top 10 Most Loved Nonprofits
1 2 3 4 5
St. Jude Children’s Make-A-Wish Ronald McDonald American Heart American Cancer
Research Hospital Foundation House Charities Association Society
SCORE: 280 243 239 224 220
6 7 8 9 10
Habitat for American Red Special Olympics Alzheimer’s
Humanity Cross The Salvation Army International Association
218 209 207 195 193
9MOST LOVED NONPROFITS
Top 10 Most Favorable Nonprofits
Very Favorable Somewhat Favorable Net Favorability*
1 St. Jude Children's Research Hospital 63% 23% +84
2 Ma ke-A-Wish Foundation 49% 31% +76
3 American Heart Association 41% 37% +72
4 Ronald McDonald House Charities 43% 32% +71
5 American Cancer Society 44% 31% +68
6 Habitat for Humanity 40% 32% +66
7 American Red Cross 41% 35% +64
8 The Salvation Army 38% 36% +62
9 Big Brothers Big Sisters of America 29% 37% +62
10 Special Olympics International 33% 32% +61
10 Alzheimer's Association 27% 37% +61
*Net Favorability = Total Favorable – Total Unfavorable. Rankings are based on Net Favorability.
10MOST LOVED NONPROFITS
Top 10 Most Trusted Nonprofits
A Lot Some Net Trust*
1 St. Jude Children's Research Hospital 63% 19% +78
2 Ma ke-A-Wish Foundation 50% 27% +71
3 Ronald McDonald House Charities 45% 30% +69
4 American Heart Association 42% 32% +67
5 American Cancer Society 43% 29% +64
6 Habitat for Humanity 41% 29% +64
7 The Salvation Army 38% 35% +61
8 Big Brothers Big Sisters of America 31% 36% +61
9 Special Olympics International 35% 32% +61
10 Alzheimer's Association 30% 35% +60
*Net Trust = Total Trust – Total Do Not Trust. Ranking are based on Net Trust.
11MOST LOVED NONPROFITS
Top 10 Most Impactful Nonprofits
Very Positive Somewhat Positive Net Impact*
1 St. Jude Children's Research Hospital 61% 20% +79
2 Ma ke-A-Wish Foundation 48% 26% +72
3 Ronald McDonald House Charities 47% 27% +72
4 Habitat for Humanity 42% 29% +69
5 American Heart Association 38% 33% +69
6 American Red Cross 41% 31% +67
7 American Cancer Society 41% 26% +64
8 Boys & Girls Clubs of America 35% 32% +63
9 The Salvation Army 36% 34% +63
10 Special Olympics International 35% 29% +62
*Net Impact = Total Positive Impact – Total Negative Impact. Rankings are based on Net Impact.
12MOST LOVED NONPROFITS
Top 10 Most Considered for Donation Nonprofits
Absolutely Certain Very Likely Net Consideration*
1 St. Jude Children's Research Hospital 27% 25% +39
2 Ronald McDonald House Charities 19% 23% +27
3 American Cancer Society 20% 21% +24
4 Ma ke-A-Wish Foundation 21% 21% +24
5 The Salvation Army 19% 22% +21
6 American Red Cross 18% 20% +19
7 Habitat for Humanity 17% 20% +19
8 Goodwill 16% 22% +17
9 American Heart Association 16% 20% +16
American Society for the Prevention
10 of Cruelty to Animals (ASPCA) 19% 18% +14
*Net Consideration = Total Likely to Donate – Total Not Likely to Donate. Rankings are based on Net Consideration.
13CONTENTS
Top 10 Nonprofits by Key
1 Performance Indicators
Top 10 Nonprofits by
2 Demographics
Better Understanding
3
Donation Behavior
14MOST LOVED NONPROFITS
Most Loved Nonprofits by Gender
Rank Female Male
St. Jude Children’s Research Hospital St. Jude Children’s Research Hospital
1 Score: 300 261
Make-A-Wish Foundation Ronald McDonald House Charities
2 261 231
Ronald McDonald House Charities Make-A-Wish Foundation
3 244 220
Habitat for Humanity American Heart Association
4 239 219
American Cancer Society The Salvation Army
5 230 217
American Heart Association American Cancer Society
6 229 211
American Red Cross American Red Cross
7 216 200
Special Olympics International Habitat for Humanity
8 214 193
Alzheimer’s Association Goodwill
9 208 184
Big Brothers Big Sisters of America Big Brothers Big Sisters of America
10 203 178
15MOST LOVED NONPROFITS
Most Loved Nonprofits by Gender
Female Male
Most Loved Across Gender
St. Jude Children’s Research Hospital 261 300
Make-A-Wish Foundation 220 261
Ronald McDonald House Charities 231 244
American Heart Association 219 229
Highest Disparities Across Gender
Planned Parenthood 15 111
Humane Society of the United States (HSUS) 131 183
Habitat for Humanity 193 239
Special Olympics International 171 214
16MOST LOVED NONPROFITS
Most Loved Nonprofits by Generation
Rank Gen Z (18-22) Millennial (23-38) Gen X (39-54) Boomer (55-73)
American Red Cross St. Jude Children’s Research Hospital St. Jude Children’s Research Hospital St. Jude Children’s Research Hospital
1 Score: 268 267 266 305
Make-A-Wish Foundation Make-A-Wish Foundation Ronald McDonald House Charities Ronald McDonald House Charities
2 259 240 251 266
St. Jude Children’s Research Hospital American Heart Association Make-A-Wish Foundation Habitat for Humanity
3 248 216 241 257
ASPCA Ronald McDonald House Charities American Cancer Society The Salvation Army
4 211 209 228 251
Alzheimer’s Association American Cancer Society American Heart Association Make-A-Wish Foundation
5 205 207 223 243
Planned Parenthood American Red Cross Habitat for Humanity American Cancer Society
6 180 200 215 241
American Heart Association ASPCA The Salvation Army American Heart Association
7 179 191 214 239
World Wildlife Fund Special Olympics International Alzheimer’s Association American Red Cross
8 177 187 203 223
The National Geographic Society Habitat for Humanity American Red Cross Special Olympics International
9 174 187 201 217
American Cancer Society Feeding America Big Brothers Big Sisters of America Alzheimer’s Association
10 169 183 199 203
17MOST LOVED NONPROFITS
Most Loved Nonprofits by Generation
Gen Z (18-22) Millennial (23-38) Gen X (39-54) Boomer (55-73)
Most Loved Across Generations
St. Jude Children’s Research Hospital 248 266 305
Make-A-Wish Foundation 243 259
American Red Cross 201 223 268
American Heart Association 179 216223 239
Highest Disparities Across Generations
Planned Parenthood 27 40 134 180
Susan G. Komen for the Cure 15 100 148
Public Broadcasting Service (PBS) 55 137 166 185
United Way 35 96 117 152
18MOST LOVED NONPROFITS
Most Loved Nonprofits by Income
Rank Income: Under 50k Income: 50k-100k Income: 100k+
St. Jude Children’s Research St. Jude Children’s Research St. Jude Children’s Research
1 Score: 268 307 295
Make-A-Wish Foundation Make-A-Wish Foundation Make-A-Wish Foundation
2 228 255 281
Ronald McDonald House Charities Ronald McDonald House Charities Ronald McDonald House Charities
3 224 247 273
American Heart Association American Heart Association American Cancer Society
4 210 239 263
American Cancer Society Habitat for Humanity Habitat for Humanity
5 206 235 251
American Red Cross American Cancer Society American Heart Association
6 206 231 237
The Salvation Army Special Olympics International Special Olympics International
7 203 225 230
Habitat for Humanity The Salvation Army American Red Cross
8 201 214 221
ASPCA American Red Cross The Salvation Army
9 188 206 215
Big Brothers Big Sisters of America Big Brothers Big Sisters of America Alzheimer’s Association
10 185 205 207
19MOST LOVED NONPROFITS
Most Loved Nonprofits by Income
Income: Under 50k Income: 50k-100k Income: 100k+
Most Loved Across Income
St. Jude Children’s Research Hospital 268 295 307
Make-A-Wish Foundation 228 255 281
Ronald McDonald House Charities 224 247 273
American Heart Association 210 237
Highest Disparities Across Income
Smithsonian Institution 100 133 178
Bill & Melinda Gates Foundation 83 122 149
Goodwill 137 153 197
Public Broadcasting Service (PBS) 140 165 200
Special Olympics International 170 230
20MOST LOVED NONPROFITS
Most Loved Nonprofits by Race
Rank White Black Hispanic
St. Jude Children’s Research St. Jude Children’s Research St. Jude Children’s Research
1 Score: 291 271 261
Ronald McDonald House Charities Goodwill Make-A-Wish Foundation
2 250 254 239
Make-A-Wish Foundation American Cancer Society American Red Cross
3 249 253 228
American Heart Association American Red Cross American Heart Association
4 225 249 215
Habitat for Humanity The Salvation Army Boys and Girls Club of America
5 224 248 210
American Cancer Society Big Brothers Big Sisters of America Ronald McDonald House Charities
6 221 225 205
American Red Cross Habitat for Humanity Habitat for Humanity
7 205 224 204
The Salvation Army ASPCA American Cancer Society
8 202 221 202
Special Olympics International Ronald McDonald House Charities ASPCA
9 195 219 192
Alzheimer’s Association Special Olympics International
10 194 219
World Wildlife Foundation / Alzheimer’s Association 192
21MOST LOVED NONPROFITS
Most Loved Nonprofits by Race
White Black Hispanic
Most Loved Across Race
St. Jude Children’s Research Hospital 261 271 291
American Red Cross 205 228 249
American Cancer Society 202 221 253
Ronald McDonald House Charities 205 219 250
Highest Disparities Across Race
Planned Parenthood 39 121 174
Clinton Foundation -91 -19 37
United Way 84 107 200
Goodwill 147 185 254
22MOST LOVED NONPROFITS
Most Loved Nonprofits by Education
Rank Less than College Bachelor’s Degree Post-graduate
St. Jude Children’s Research St. Jude Children’s Research St. Jude Children’s Research
1 Score: 272 288 303
Make-A-Wish Foundation Ronald McDonald House Charities Habitat for Humanity
2 242 254 262
Ronald McDonald House Charities Make-A-Wish Foundation Ronald McDonald House Charities
3 228 240 260
American Heart Association Habitat for Humanity American Cancer Society
4 223 228 249
American Cancer Society American Heart Association Make-A-Wish Foundation
5 220 219 249
American Red Cross Special Olympic International American Heart Association
6 211 217 235
The Salvation Army American Cancer Society American Red Cross
7 211 215 213
Habitat for Humanity The Salvation Army Special Olympics International
8 207 206 210
ASPCA Doctors without Borders Big Brothers Big Sisters of America
9 191 205 210
Big Brothers Big Sisters of America American Red Cross Alzheimer’s Association
10 188 202 208
23MOST LOVED NONPROFITS
Most Loved Nonprofits by Education
Less than College Bachelor’s Degree Post-graduate
Most Loved Across Educations
St. Jude Children’s Research Hospital 272 288 303
Ronald McDonald House Charities 228 254 260
Make-A-Wish Foundation 240 249
American Heart Association 219 235
Highest Disparities Across Education
Smithsonian Institution 103 138 202
Kennedy Center for Performing Arts 60 99 139
The Rotary Foundation 28 69 96
Amnesty International 24 52 87
24MOST LOVED NONPROFITS
Most Loved Nonprofits by Community Type
Rank Urban Suburban Rural
St. Jude Children’s Research St. Jude Children’s Research St. Jude Children’s Research
1 Score: 264 283 292
American Heart Association Make-A-Wish Foundation Make-A-Wish Foundation
2 244 253 252
Ronald McDonald House Charities Habitat for Humanity Ronald McDonald House Charities
3 222 241 246
American Cancer Society Ronald McDonald House Charities The Salvation Army
4 219 240 222
Make-A-Wish Foundation American Cancer Society American Heart Association
5 218 240 213
American Red Cross American Heart Association American Red Cross
6 206 218 201
Habitat for Humanity American Red Cross Habitat for Humanity
7 204 215 199
ASPCA The Salvation Army Special Olympics International
8 203 206 193
The Salvation Army Big Brothers Big Sisters of America American Cancer Society
9 203 203 192
Feed the Children / Special Olympics International Alzheimer’s Association Wounded Warrior Project
10 192 201 185
25MOST LOVED NONPROFITS
Most Loved Nonprofits by Community Type
Urban Suburban Rural
Most Loved Across Community Type
St. Jude Children’s Research Hospital 264 292
Make-A-Wish Foundation 218 252
Ronald McDonald House Charities 222 246
American Heart Association 213 244
Highest Disparities Across Community Type
Planned Parenthood 10 61 126
Clinton Foundation -117 -81 -16
Human Rights Watch 27 58 102
United Nations Foundation 11 28 85
26MOST LOVED NONPROFITS
Most Loved Nonprofits by Census Region
Rank Northeast South Midwest West
St. Jude Children’s Research St. Jude Children’s Research St. Jude Children’s Research St. Jude Children’s Research
1 Score: 298 284 281 258
Make-A-Wish Foundation Ronald McDonald House Charities Make-A-Wish Foundation Make-A-Wish Foundation
2 248 249 253 229
American Cancer Society Make-A-Wish Foundation Ronald McDonald House Charities Ronald McDonald House Charities
3 239 244 237 224
Ronald McDonald House Charities American Cancer Society The Salvation Army Habitat for Humanity
4 234 242 232 208
American Heart Association American Heart Association American Heart Association American Heart Association
5 230 233 224 202
American Red Cross Habitat for Humanity Habitat for Humanity The Salvation Army
6 216 221 223 192
Big Brothers Big Sisters of America The Salvation Army American Red Cross American Red Cross
7 216 219 220 187
Habitat for Humanity American Red Cross American Cancer Society ASPCA
8 215 216 216 187
Special Olympics International Alzheimer’s Association Special Olympics International Special Olympics International
9 212 194 206 185
Alzheimer's Association/ ASPCA Big Brothers Big Sisters of America Big Brothers Big Sisters of America American Cancer Society
10 205 189 204 182
27CONTENTS
Top 10 Nonprofits by Key
1 Performance Indicators
Top 10 Nonprofits by
2 Demographics
Better Understanding
3
Donation Behavior
28MOST LOVED NONPROFITS
A plurality of adults report they will claim the standard deduction when filing their
taxes this year, yet over a third of U.S. adults are unsure how they plan to file, pointing
to confusion in the filing process.
In thinking about your upcoming tax filing, due in April 2020, do you plan to claim the standard deduction or
itemized reduction to lower your taxable income?
46%
37%
17%
Itemized deduction Standard deduction Don't know / Unsure
29MOST LOVED NONPROFITS
A third of higher-income earners ($100k+) report they will file their taxes with an
itemized deduction rather than the standard deduction.
In thinking about your upcoming tax filing, due in April 2020, do you plan to claim the standard deduction or
itemized reduction to lower your taxable income?
Itemized deduction Standard deduction Don't know / Unsure
Adults 17% 46% 37%
Gender: Male 19% 48% 33%
Gender: Female 16% 44% 41%
Generation Z: 18-22 9% 22% 69% More than two-thirds
of Gen Zers do not
Millennial: Age 23-38 15% 43% 42% know whether they’ll
Generation X: Age 39-54 18% 49% 33% file with a standard or
itemized deduction,
Boomers: Age 55-73 21% 49% 30% signaling low
Educ: < College 14% 42% 45% information.
Educ: Bachelor's degree 23% 56% 21%
Educ: Post-grad 29% 51% 20%
Income: Under 50k 11% 42% 48%
Income: 50k-100k 23% 52% 25%
Income: 100k+ 34% 47% 20%
Ethnicity: White 18% 48% 34%
Ethnicity: Hispanic 18% 33% 49%
Ethnicity: Black 12% 39% 49%
30MOST LOVED NONPROFITS
While half of U.S. adults report donating to a charity in the past 12 months, just over
a third report that they’ve donated to a nonprofit.
Have you donated to any of the following in the past 12 months?
Yes No
Charity 50% 50%
Nonprofit 36% 64%
31MOST LOVED NONPROFITS
Reported donations to charities increase with age, educational attainment, and income.
Have you donated to any of the following charities in the past 12 months?
Yes No
Adults 50% 50%
Gender: Male 51% 49%
Gender: Female 49% 51%
Generation Z: 18-22 37% 63%
Mille nnial: Age 23-38 42% 58%
Generation X: Age 39-54 48% 52%
Boomers: Age 55-73 59% 41%
Educ: < College 42% 58%
Educ: Bachelor's degree 65% 35%
Educ: Post-grad 71% 29%
Income: Under 50k 40% 60%
Income: 50k-100k 60% 40%
Income: 100k+ 69% 31%
Ethnicity: White 52% 48%
Ethnicity: Hispanic 46% 54%
Ethnicity: Black 39% 61%
32MOST LOVED NONPROFITS
Higher-income adults and adults with higher levels of education are more likely to
report donating to nonprofits in the past 12 months.
Have you donated to any of the following nonprofits in the past 12 months?
Yes No
Adults 36% 64%
Gender: Male 35% 65%
Gender: Female 37% 63%
Generation Z: 18-22 26% 74%
Mille nnial: Age 23-38 32% 68%
Generation X: Age 39-54 35% 65%
Boomers: Age 55-73 40% 60%
Educ: < College 29% 71%
Educ: Bachelor's degree 49% 51%
Educ: Post-grad 59% 41%
Income: Under 50k 28% 72%
Income: 50k-100k 42% 58%
Income: 100k+ 55% 45%
Ethnicity: White 38% 62%
Ethnicity: Hispanic 30% 70%
Ethnicity: Black 25% 75%
33MOST LOVED NONPROFITS
Just over half of U.S. adults report they are likely to donate to a charity in the next 12
months, which reveals that the prospects for donations this year will be comparable to
last year (where 50% of adults reported donating to a charity).
How likely or unlikely are you to donate to a charity in the next 12 months?
34%
23%
18%
16%
10%
Very likely Somewhat likely About 50-50 Somewhat unlikely Very unlikely
52% 26%
34MOST LOVED NONPROFITS
Data suggests those likely to donate in the next 12 months will be demographically
similar to those already reporting donation habits.
Have you donated to any of the following nonprofits in the past 12 months?
Very likely Somewhat likely About 50-50 Somewhat unlikely Very unlikely
Adults 34% 18% 23% 10% 16%
Gender: Male 33% 18% 22% 10% 17%
Gender: Female 34% 18% 23% 9% 15%
Generation Z: 18-22 18% 23% 25% 15% 19%
Mille nnial: Age 23-38 29% 18% 27% 10% 16%
Generation X: Age 39-54 33% 18% 21% 10% 18%
Boomers: Age 55-73 40% 17% 21% 9% 13%
Educ: < College 26% 18% 26% 11% 19%
Educ: Bachelor's degree 47% 19% 16% 7% 10%
Educ: Post-grad 55% 18% 15% 7% 5%
Income: Under 50k 24% 17% 27% 11% 21%
Income: 50k-100k 43% 20% 19% 8% 10%
Income: 100k+ 54% 16% 16% 8% 6%
Ethnicity: White 36% 18% 22% 9% 15%
Ethnicity: Hispanic 30% 17% 20% 11% 22%
Ethnicity: Black 25% 19% 31% 8% 18%
35MOST LOVED NONPROFITS
Local charities are preferred over national and international charities, with over half of
adults (56%) reporting they are more likely to donate locally.
If you were to donate to a charity, would you be most likely to donate to a local charity, a national charity, or an
international charity?
56%
23%
17%
4%
Local charity National charity International charity Don't know/No opinion
36MOST LOVED NONPROFITS
This trend of local donation preference spans demographic groups.
If you were to donate to a charity, would you be most likely to donate to a local charity, a national charity, or an
international charity?
Local charity National charity International charity Don't know/No opinion
Adults 56% 17% 4% 23%
Gender: Male 55% 19% 4% 22%
Gender: Female 58% 15% 4% 24%
Generation Z: 18-22 45% 19% 8% 28%
Mille nnial: Age 23-38 57% 14% 5% 25%
Generation X: Age 39-54 57% 16% 3% 24%
Boomers: Age 55-73 58% 20% 20%
Educ: < College 55% 16% 4% 26%
Educ: Bachelors degree 60% 21% 3% 16%
Educ: Post-grad 58% 21% 5% 16%
Income: Under 50k 55% 15% 3% 27%
Income: 50k-100k 59% 19% 4% 18%
Income: 100k+ 57% 22% 4% 16%
Ethnicity: White 58% 17% 3% 21%
Ethnicity: Hispanic 49% 18% 6% 27%
Ethnicity: Black 51% 16% 6% 28%
Tax Deduction: Itemized 62% 22% 13%
Tax Deduction: Standard 61% 20% 4% 15%
Likely to Donate: Next 12 Months 63% 23% 5% 10%
Donated to Nonprofit: Past 12 Mo. 63% 20% 5% 12%
Donated to Charity: Past 12 Mo. 61% 22% 5% 12% 37MOST LOVED NONPROFITS
Animal, health, and human services are the charity categories with the highest level
of donation consideration this year.
If you were to donate to a charity in the next 12 months, which of the following charity categories would you
be most likely to donate to?
20%
17%
15%
12%
7%
6% 6% 6%
4% 4% 2% 1%
Animal Health Human Religion Education Environmental Human & Civil Community Research Arts, Culture, International Other, please
Services Rights Development & Humanities specify:
3839
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