BBB’s Give.org Study: Trust in Giving Platforms Comes With Expectations of Accuracy, Transparency and Charity Consent

Arlington, VA (June 16, 2026) – According to new research from BBB’s Give.org, 62% of giving platform users say a charity’s presence on a well-known online donation platform would increase their trust in the charity. At the same time, 48% assume that charities themselves are responsible for creating and managing their donation pages. Respondents also say their trust is most strongly driven by clear and accurate information about listed charities (51%), transparency about fees and how funds are used (53%), and assurance that charities agreed to be listed on the platform (43%).

The standards-based, charity-evaluation group today released the Give.org Special Donor Trust Report: Online Giving Platforms and Donor Expectations. The report, based on a May 2026 survey of more than 1,500 U.S. adults, explores how donors use online giving platforms, and what they assume, expect and prefer about platforms.

“Online giving platforms are increasingly shaping how people, and especially younger generation, discover and support charities,” said Bennett Weiner, President and CEO of BBB’s Give.org. “Our findings suggest that many interpret a charity’s presence on a well-known platform as a signal of trust, charity consent, and platform oversight. Donors value convenience and discovery, but they also expect transparency, secure handling of donations, accurate information, and meaningful charity involvement in how organizations are represented online.”

Other report highlights include:

• Giving platform users say they most frequently learn about charities through social media (54%) or friends (40%).

• 82% of Gen Zers and Millennials report using giving platforms often or sometimes specifically to discover charities.

• 62% among platform users (and 47% overall) said a charity’s presence on a well-known donation platform would increase their trust for the charity.

• 48 % among giving platform users (and 41% overall) assume that charities themselves are responsible for creating and managing their donation pages. Only 12% respondents assume giving platforms create and manage charity pages.

• 60% among giving platform users (and 56% overall) say they want giving platforms to obtain a charity’s permission before creating a profile on the charity’s behalf.

• 51% among platform users (and 49% overall) expect platforms to ensure that the information displayed is accurate and timely.

• When asked to choose between donation platforms that include only charities that have explicitly agreed to participate and platforms that include as many charities as possible, more than half (55% among giving platform users and 53% overall) prefer platforms that list only charities that have agreed to be included. Younger generations are more receptive to platforms that prioritize broad charity inclusion and discovery, with 35% of Gen Zers and 34% of Millennials preferring platforms that include as many charities as possible.

• When donating to a charity on an online giving platform, 49% of users prefer feeling connected to the charity and receiving updates, rather than avoiding follow-up contact

• Among giving platform users, trust in online donation platforms is most strongly driven by clear and accurate information about listed charities (51%), transparency about fees and how funds are used (53%), and assurance that charities have agreed to be listed on the platform (43%).

For a free copy of the report, go to Give.org/DonorTrust.

Generational age ranges used in the Give.org Donor Trust Report: Generation Z (18-27), Millennial (28-44) Generation X (45-60) Boomers (61-79), Matures (80 and above).

BBB’s Give.org urges donors to give thoughtfully by taking the time to investigate charities before making a donation and to visit Give.org to verify if a charity meets the 20 BBB Standards for Charity Accountability.

ABOUT BBB WISE GIVING ALLIANCE: BBB Wise Giving Alliance (BBB’s Give.org) is a standards-based charity evaluator that seeks to verify the trustworthiness of nationally soliciting charities by completing rigorous evaluations based on 20 holistic standards that address charity governance, results reporting, finances, fundraising, appeal accuracy and other issues. National charity reports are produced by BBB’s Give.org and local charity reports are produced by local Better Business Bureaus – all reports are available for free at Give.org.

MEDIA CONTACTS: For more information, journalists should contact Elvia Castro (703-247-9322 or ecastro@give.org)