St. Jude Children’s Research Hospital is the most considered charity among the US general population, with 37% saying they would choose it for their next donation. The organization ranks first in YouGov’s U.S. Charity Brand Rankings 2025, which examines the charities Americans consider most, the factors that influence their decisions, and what motivates them to give.
The report finds that cause remains the leading driver of donations, with 81% of US donors saying they give because of the cause a charity represents. The data also highlights gaps in awareness and trust: nearly two-thirds of Americans have never heard of Giving Tuesday, and more than four in ten believe most donations go toward administrative or fundraising costs rather than direct impact.
Key findings from the report include:
- Recent giving: 37% of Americans have donated to a charitable cause in the last three months*
- Popular causes: Charities supporting children and young people and faith-based charities received the most donations in the last three months (28% respectively), followed by charities supporting animals (23%)
- Giving Tuesday awareness is low: 63% of Americans have never heard of it, and only 12% have donated before — but 4 in 10 say they’re likely to donate this year
- Transparency drives action: 49% say they’d be more likely to give if they had a clear explanation of where their donation goes
- Legacy giving: While only around 8% of donors currently have a legacy gift in their will, 42% say they would consider leaving one, with the figure rising to 61% among those aged 18-29
- Generational leaders: American Red Cross is the charity most considered among Gen Z (33%), while St. Jude Children’s Research Hospital is most considered among Millennials (28%), Gen X (41%), and Baby Boomers+ (45%)
- Biggest climber: Human Rights Campaign saw the largest year-over-year increase in consideration, climbing nearly 19% from 9.6% to 11.4%.
"As Giving Tuesday approaches, millions of Americans are reflecting on where and why they give. Our research finds that while children's charities receive the most support, U.S. donors spread their contributions across many causes," said Lizzy Greer, Data Consultant at YouGov America. "Nonprofits that clearly communicate their cause and impact have the best chance of earning donor attention and support."
The charity brand rankings leverage BrandIndex, YouGov’s daily brand tracker, powered by our survey panel of 6+ million Americans. It combines audience insights from YouGov Profiles and YouGov Surveys to offer further context on how Americans feel about brand advocacy.
YouGov’s report is available for download here.
*Data reflects 52-week moving average, so “last 3 months” data averages responses throughout the year, including busier holiday periods.
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