37% of Americans regularly donate to charity. Which charities are top of mind?Download report

With Giving Tuesday just around the corner, non-profits and marketers alike are asking: What drives people to give, and how can we inspire them to act?

YouGov’s US charity brand rankings 2025 provides insight into the types of charities that Americans most commonly donate to, how often they donate, why they donate, and more. We also spotlight Giving Tuesday, exploring awareness and what is most likely to spur them to donate. The report then highlights the charities that Americans consider most when looking to make a donation. The rankings break out across gender, generation, and income levels.

Download the report to understand:

  • Which charities do Americans consider most when donating?
  • Are men or women more likely to donate to charity?
  • How many Americans are aware of Giving Tuesday?
  • What motivates Americans to donate?
  • How many people intend to leave a legacy donation in their will?
  • Which charity has seen the largest increase in donation considerers since last year?
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