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Most Trusted Nonprofits 2024
Report summary
Most Trusted Nonprofits is Morning Consult’s definitive guide to the nonprofits that have secured the top spots in public trust, and includes both rankings and survey- driven insights into what drives trust and giving. This year’s report also includes rankings by generation and gender.
Survey respondents were asked how much they trust 50 major nonprofits to do the right thing. The rankings are determined by net trust. This report is a companion to Morning Consult’s annual Most Trusted Brands report, which evaluates consumer brands.
Data Downloads
Pro+ subscribers are able to download the datasets that underpin Morning Consult Pro's reports and analysis. Contact us to get access. The files available below include far more data than what is in the published report, including trust and favorability ratings for 50 nonprofits.
Highlights from this report
St. Jude Children’s Research Hospital is the Most Trusted Nonprofit overall and among most major demographic groups. The one exception is among Gen Z, whose most trusted organization is Make-A-Wish. Make-A-Wish places in the top two spots with most demographics, besides baby boomers.
The Most Trusted Nonprofits in the U.S.
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Methodology
The data in this report comes from a survey fielded between July 9-11, 2024, among a representative sample of 4,415 U.S. adults, with an unweighted margin of error of +/- 1 percentage point.
Survey respondents were asked how much they trust 50 major nonprofits to do the right thing. The rankings are determined by net trust (the share who say they trust each brand minus the share who don’t trust the brand).
About the author
Nick Laughlin is the Head of Content & Audience Development at Morning Consult. @nick_d_laughlin
