Independent Sector: Trust in Nonprofits and Philanthropy 2024 Report
Independent Sector, in partnership with Edelman Data & Intelligence, is releasing our fifth annual report of research findings that explores the nuances of trust in American nonprofit and philanthropic organizations. Building on Independent Sector’s four decades of bringing together the charitable community for the common good and Edelman DXI’s experience studying trust in both the global and U.S. context, we set out to conduct mixed methods research including a national survey of 3,000 American adults and qualitative discussion boards of 72 American adults. The research assesses the general population’s trust in the sector (philanthropy and nonprofits) and uncovers the factors that drive trust in the sector.
And here are the Key Insights:
- After four years of decline, trust in nonprofits has rebounded by 5 points to 57%. Trust in other sectors — like government, business, and media — has declined, leaving nonprofits the most trusted sector in the 2024 survey.
- Trust in philanthropy remains steady at 33%, lower than trust in nonprofits. Trust in private foundations and high-net-worth individuals remains much lower than in 2020, the first year for which we have data.
- Americans trust nonprofits to reduce national divisions more than they trust corporations, government, or media. This matters because 74% are worried about the direction of the country, and 94% are worried about growing division and a lack of national unity.
- Americans have less trust in nonprofits to advocate for public policies and conduct nonpartisan voter engagement. Many have low trust in the ability of nonprofits to avoid partisan politics and to assist in writing or revising laws and regulations.
- There are clear pathways for nonprofits to increase public trust. Four-fifths of Americans who volunteer say their experience made them view nonprofits more favorably. A majority of Americans say their trust in a nonprofit would increase if it committed to third-party standards for ethical operations and good governance practices.
Lloyd Mayer