[US] Charity champions 2025: What’s driving donations in America

Understanding which charities resonate most with the public is more important than ever. With donor behavior evolving across generations, causes, and platforms —and Giving Tuesday fast approaching— it’s crucial for nonprofit marketers and their partners to stay ahead of the curve.

Watch the session on demand, for an exclusive webinar where we unveil new data from YouGov’s BrandIndex and a fresh Giving Tuesday survey that reveals how Americans plan to give this year.

You’ll get insights into:

• The top 10 most considered charities in the US
• Which brands are winning with each generation
• The charities making the biggest year-over-year gains
• How donors plan, engage, and give on Giving Tuesday
• What smaller and mid-sized charities can do to break through

Whether you're building your year-end strategy or gearing up for Giving Tuesday, this session will help you better understand today’s donors—and how to connect with them more meaningfully.

Meet the speakers

Lizzy Greer, Data Consultant, YouGov

Lizzy Greer is a Data Consultant at YouGov whose career has been shaped by a consistent drive for connection and growth. After earning her Art History degree from the University of Georgia, she spent over a decade in early childhood and elementary education before founding her own school and later launching a personal training business focused on corrective exercise.

At YouGov, she brings this same passion for human connection to help brands uncover meaningful consumer insights through data-driven research. With a particular focus on the automotive, financial services, and communications/media sectors, she partners with clients to navigate shifting consumer behavior and make confident, insight-led decisions. Her colorful and varied experiences come together to form a larger mosaic created through her joy in meeting people where they are and supporting their journey.

Laura Andes, Chief Operations and Programs Officer, Charity Navigator

Laura Andes is an evaluation professional with 20 years of experience in the non-profit and government sectors. She is the Chief Program Officer, where she oversees the development of the Encompass Rating System. Before this role, she served as Vice President of Impact Ratings. She joined Charity Navigator in 2021, having considerable experience, most notably implementing and evaluating global health programs, and developing enhanced placed-based service programs in affordable housing domestically. She holds a B.S. in Chemistry from the University of Michigan (Go Blue!) and an M.P.H. from Yale University. In her free time, you will find Laura exploring the mountains near her home in Colorado with her husband and two children.

Kylee Siaw, Account Director, Momentum Communications Group

Kylee Siaw is the Account Director at Momentum Communications Group, a public relations firm specializing in social impact communications for nonprofits. She leads award-winning campaigns for clients such as Charity Navigator, the American Brain Foundation, the National Eating Disorders Association, Helen Keller Intl, the Fresh Air Fund and Big Brothers Big Sisters of NYC. In 2024, she was named a PRSA 15 Under 35 Honoree, recognizing top young talent in the New York City communications industry.

A graduate of Columbia University’s Graduate School of Journalism and former CNN reporter, Kylee draws on her newsroom experience to shape stories through media relations, social media, events, thought leadership and email marketing. She oversees some of the agency’s largest accounts, leads its Business Development Committee and works closely with top-tier media including The Wall Street Journal, The New York Times, The Washington Post, TIME, CNBC and USA Today, as well as CNN, NBC Nightly News, CBS, NPR and local outlets nationwide.

YouGov

YouGov is a global market research and analytics company, providing insights into what the world really thinks, does, wants and buys.

To do so, we connect daily with our engaged members around the world to gather their thoughts, behaviors, and opinions. This commitment to real-time interactions with real people enables us to ensure that our research data is powered by reality.

As a YouGov member, your opinions and behaviors are valued and rewarded. Whether you’re answering questions or scanning your shopping, the data you share helps companies, brands, and governments to better understand your reality and make decisions that support your needs.

YouGov /Research Reality