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Report

Most Trusted Nonprofits 2025

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 the nonprofit donor.

Author

unnamed (4)

Bobby Blanchard

Sr. Director of Audience Development

What You'll Learn

This year’s report is powered by data from the Morning Consult Intelligence platform — providing larger sample sizes, more granular demographic insights, and real-time updates across the nonprofit sector.

St. Jude Children’s Research Hospital continues to dominate

The research hospital ranks No. 1 across all 12 demographic categories, far outperforming other nonprofits and health care organizations.
St. Jude Children’s Research Hospital continues to dominate

Goodwill gains traction among younger consumers

Its high rankings with Gen Z and millennials may reflect the broader rise in secondhand shopping rather than a shift in brand sentiment.
Goodwill gains traction among younger consumers

Gen Z’s trust deficit persists

Average net trust among Gen Z is roughly half that of the general population — a gap we see across many sectors, not just nonprofits.
Gen Z’s trust deficit persists

Behind the Data

Morning Consult Intelligence tracks consumer perceptions on thousands of brands daily, forming the foundation of this report.

The surveys that comprise these rankings were fielded from Jan. 1 through Sept. 30, 2025. Representative samples of between 1,516 and 51,386 U.S. adults were gathered for each nonprofit organization, with respective margins of error ranging from +/- 3% to +/- 0.43%.

Our analysis was conducted among 64 nonprofit brands. Nonprofits that had fewer than 500 respondents on a certain demographic were excluded from that demographic’s ranking.

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