Nearly two-thirds (62%) of giving platform users say a charity’s presence on a well-known online donation platform would increase their trust in the nonprofit. At the same time, fewer than half (48%) assume that the charities are responsible for creating and managing donation pages. And, just 49% expect platforms to ensure that the information displayed about the charity is accurate and timely.
Donors polled for new research from BBB’s Give.org also reported that 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 data is part of the report 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. 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 older).
Giving platforms recently have been a focus of state attorneys general when it comes to listing charities for donation without consent of the nonprofit. Donors who know of the issue don’t like it, either, the data shows. 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 Z and 34% of Millennials preferring platforms that include as many charities as possible.
“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.”
The intention for the polling, in part, is to understand disconnects between self-reported triggers and concerted trust criteria, according to Weiner. Interestingly, while the data regards digital roughly, one-third of respondents from 27% to 38% across age groups relied on friends and family as an important source of charitable discovery.
Among respondents who reported making a charitable donation during the past three years, most (70%) said they have given through at least one third-party online giving channel. Among donors who give through third-party giving platforms, the most common pathway is following a direct link to a specific charity or fundraiser, often through email or social media.
Additional data points include:
- Giving platform users say they most frequently learn about charities through social media (54%) or friends (40%);
- 88% of Gen Zer respondents and Millennials report using giving platforms often or sometimes specifically to discover charities;
- 62% of platform users (and 47% overall) said a charity’s presence on a well-known donation platform would increase their trust for the charity;
- 48% of giving platform users (and 41% overall) assume that charities themselves are responsible for creating and managing their donation pages. Only 12% of respondents assume giving platforms create and manage charity pages;
- 60% of 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 donating to a charity via an online giving platform, 49% of users prefer feeling connected to the charity and receiving updates, rather than avoiding follow-up contact; and,
- 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%).
“In this digital environment, people, especially young adults, have grown accustomed to constant connectivity and online platforms, not just in the giving environment,” Weiner told The NonProfit Times. “However, our survey suggests that platforms do not need to host every charity to fulfill their role in the philanthropic marketplace.” Many platform users are acting on the assumption that charities choose to connect with them on the platform, and that the platform ensures accuracy and transparency.
“Donors live in a fast-paced environment, with frequent distractions and constant connectivity. In that environment, we (and young adults in particular) have grown accustomed to online marketplaces and sometimes following the judgment of the crowd,” he explained. “Our survey shows that close to 60% of adults age 44 or younger say they learn about charitable organizations on social media and around 29% on giving platforms.”
The survey does not necessarily show that people expect charities to be on a particular platform. “For the good of the sector, it is important to recognize that some donors are more comfortable engaging with charities through online giving platforms, much as many consumers have become accustomed to using online marketplaces rather than conducting every transaction directly with a seller,” said Weiner.
“On the flip side, it is just as important to note that many of those donors are acting on the assumption that charities choose to connect with them on the platform, and that the platform takes its responsibility for accuracy and transparency seriously. Importantly, our findings suggest that platforms do not need to host every charity to fulfill their role in the giving ecosystem, but there is a risk to donor trust if those expectations are not met,” he said.
The data shows that those polled who were classified as “matures” have decreased trust at three times the level of other groups “In part, this trust difference may be explained by generational differences in comfort, familiarity, and engagement with online platforms. Our survey also points to older adults having higher accountability expectations of charity,” said Weiner.
For a free copy of the 28-page report, go to Give.org/DonorTrust.
