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Most Trusted Nonprofits 2024

Morning Consult's definitive ranking of the nonprofits that lead the way on public trust

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.

Data File
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A sortable XLSX file of the full survey results among U.S. adults and a wider set of demographics - including trust and favorability ratings for 50 nonprofits.
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1Mb
Crosstabs
Pro+
A PDF of the full survey results among U.S. adults and a wider set of demographics - including trust and favorability ratings for 50 nonprofits.
pdf
1 Bytes
About Pro+
A brief outline of what datasets are included in Morning Consult Pro+.
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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.

Ordered by net trust (the share who trust minus the share who distrust)
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To view the the generational and gender rankings, download the full report.

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

A headshot photograph of Nick Laughlin
Nick Laughlin
Head of Content & Audience Development

Nick Laughlin is the Head of Content & Audience Development at Morning Consult. @nick_d_laughlin