Charity Impact Special Report

Charity Impact Infographic


Sexual Harassment Special Report

Harassment Infographic


COVID-19 Special Report

WGA COVID19 Donor Infographic


WGA COVID19 Charity Infographic Donor Trust Report

Special Report: Charity Impact

Cover Image for 2021 Special Report on Charity ImpactThe Donor Trust Special Report on Charity Impact delves into how individual donors perceive charity impact and how important charity impact is in their giving decision. Our findings show that almost half of adult Americans (47%) are unclear about what “charity impact” means. While it has become a common assumption that donors seek highly impactful organizations, our survey results show that this is an incomplete picture. Also, while individual donors care about immediate results and volume of programs, they attribute higher importance to long-term results and depth. These results are based on an electronic survey of more than 2,100 adults across the United States and more than 1,000 adults in Canada conducted during December 2020.

As mission-driven organizations funded by public contributions, charities have an obligation to monitor their effectiveness, seek to improve their impact, and communicate results. When it comes to individual donors, survey findings are a reminder to keep “charity impact” figures in perspective and for charities to be specific about the way the term is used.

2020 Donor Trust Report

Click to read the 2020 Donor Trust Report2020 marks our third year reporting on donor attitudes and behavioral intentions related to trust and  giving. Our Donor Trust Report 2020: The Pandemic and a Three-Year Retrospective features new data from surveys conducted at the end of August 2020 (with more than 1,000 adults in the United States) and in December 2019 (with more than 2,100 adults in the United States and 1,000 adults in Canada). This report includes significant trends observed since 2017, noteworthy shifts in donor trust and giving attitudes within 2020, and charity insights in the midst of the COVID-19 crisis.

Noteworthy trends observed since December 2017 include: (1) a significant decline in the portion of donors relying on financial ratios as a signal of trust, (2) an erosion of public reliance on trust before giving, and (3) the continued importance of donor segmentation in reaching a diverse set of donors.

Ultimately, Donor Trust Reports aim 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.


Special Report: Sexual Harassment and the Charitable Sector

DTR Harassment CoverThe Donor Trust Special Report on Sexual Harassment and the Charitable Sector sheds light on how allegations of sexual harassment can strain the relationship between donors and charities in the United States and Canada. Our findings confirm that donors care about this issue and that they alter their giving behavior accordingly. The results are based on an electronic survey of more than 2,100 adults across the United States and more than 1,000 adults in Canada.

To maintain public trust and protect their mission work, charities must be prepared to appropriately address sexual harassment claims and concerns from employees, board members, donors, and communities they serve. As an issue of good governance, charities must strengthen their cultures, be prepared to react in a timely and appropriate fashion, and openly communicate with their donors.


Special Report: COVID-19 and the Charitable Sector

Donor Trust COVID 19 CoverThe COVID-19 (coronavirus) outbreak and its effects are a reminder of our collective vulnerability and interdependence. The outbreak and its effects are placing pressure on all segments of society, including charities that provide vital help during the crisis and charities that address other challenges, all while needs continue to grow. 

In this special report on COVID-19 and the charitable sector, we explore what charities currently anticipate will be the consequences of the crisis as they strive to fulfill their missions. We also explore how the donating public feels about their giving prospects and preferences during 2020. Through this report, we aim to shed light on the special circumstances facing our sector and to help strengthen the bond between charities and donors during this trying time.