Charitable Giving In The U.S.: What Motivates Donations And What Discourages Them?

Trust, affordability and a personal connection to a cause play significant roles in Americans' charitable giving, according to an October 2026 YouGov report. Among U.S. adults who donated money to charity in the past year, 60% cited caring about the cause as a motivation, while 42% pointed to trust in the organization or a clear explanation of how donations would be used. Among those who did not donate, 41% identified affordability as their biggest barrier. Looking ahead, 39% of U.S. adults said clear evidence of how donations are used would encourage giving, while 52% said a lack of trust in a charity would discourage them from contributing.

Charitable organizations, nonprofit groups and community foundations can strengthen fundraising messages by demonstrating how contributions make a difference, sharing specific examples of their impact and highlighting local causes that resonate with donors. Emphasizing transparency, community involvement and flexible giving options, including smaller one-time donations, may help address concerns that discourage potential supporters.