The Give.org Donor Trust Report 2022: Five-Year Review of Trust and Giving Attitudes offers a (1) 5-year review of public trust in the charitable sector, highlighting charity types that have experienced noteworthy shifts; (2) snapshot
of perceived trust signals and giving preferences as reported by survey participants; and (3) deeper dive into how participants who report being open to charity solicitation differ from the broader sample.
The report is based on a survey conducted during December 2021 of more than 2,100 adults in the United States (and a separate section for more than 1,000 adults in Canada). The survey found an increase in “high trust” for 12 out
of 13 charity categories, and the highest openness to solicitation we have observed in five years. When presenting participants with scenarios that might deter donation, most focus on financial concerns, but different generations point
to different priorities.
Ultimately, the Give.org Donor Trust Report series aims to shed light on the dynamic relationship between donors and charities, with the goal of strengthening their bond. The ability of the sector to build upon donors’ generosity
depends on public trust and on the sector’s alignment with the way people want to be engaged in advancing a greater good.