What's Happening?
A new report from BBB's Give.org reveals that donors using online giving platforms prioritize transparency and consent from charities. The survey, conducted in May 2026, involved over 1,500 U.S. adults and found that 62% of platform users trust charities more
if they are present on well-known donation platforms. However, only 48% of users believe charities manage their own donation pages, and 49% expect platforms to ensure accurate information. The report highlights a preference for platforms that list only charities that have agreed to participate, with 55% of users favoring this approach. Younger generations are more open to platforms that include a wide range of charities.
Why It's Important?
The findings underscore the growing influence of online giving platforms in shaping donor behavior and expectations. As digital platforms become central to charitable giving, issues of transparency, consent, and accuracy are increasingly important. Donors expect platforms to provide reliable information and ensure that charities have agreed to be listed. This demand for accountability could drive changes in how platforms operate, potentially leading to stricter regulations and standards. The report also highlights generational differences in trust and engagement with online platforms, which could influence future trends in charitable giving.
Beyond the Headlines
The report raises questions about the ethical responsibilities of online giving platforms in the philanthropic ecosystem. As these platforms become more prevalent, they must balance the convenience and discovery they offer with the need for transparency and consent. The findings suggest that platforms do not need to host every charity to fulfill their role, but failing to meet donor expectations could erode trust. This situation presents an opportunity for platforms to innovate and improve their practices, potentially setting new standards for the industry.
