With nearly two million nonprofits in the U.S. and countless more worldwide, it can feel overwhelming trying to decide where to give and which cause to support. Whether you’re a donor, a nonprofit leader, or a wealth advisor guiding philanthropic clients, the big question is: How do donors find the causes they support?
At CAF America, we work with donors every day to help them navigate this sea of options. Our recent survey found that 71% of U.S. adults had already donated or planned to donate to charity before the end of 2024. So, how are these donors finding causes and organizations that inspire their generosity?
The Power of Personal Connection
For many donors, a personal connection to an organization is key. Nearly half (44%) of donors give to charities tied to causes they’ve personally experienced or care deeply about. Another 42% support organizations they’ve donated to before, building on established trust and familiarity. However, interestingly enough there is a sizable age difference in whether donors rely on prior giving to find causes in 2024: about half of donors 30 and older do (48%) vs. 18% of donors under 30.
What about discovering new causes? Word-of-mouth plays a big role: 28% of donors rely on recommendations from friends and family. Meanwhile, 27% proactively research causes that align with their interests. These trusted connections — whether personal relationships or well-timed research — form the backbone of donor decision-making. The vast majority of American donors (86%) turn to at least one of these trusted sources when deciding where to donate.
Serendipity and Visibility
Sometimes, it’s all about being in the right place at the right time. A quarter of donors reported giving simply because they encountered a charity collection while shopping or attending an event. Visibility matters, and convenience can drive how people give.
Other ways donors find causes to donate to include:
- Direct Outreach: 18% of donors responded to a charity reaching out to them directly in 2024.
- Advertisements: 17% were inspired to give after seeing a charity ad.
- News Coverage: 15% learned about a cause through media stories.
- Celebrity Endorsements: While eye-catching, only 6% of donors say influencers or celebrities drove their giving decisions.
How CAF America Helps Donors Navigate Their Options
At CAF America, we bridge the gap between donors and causes, making giving easy, impactful, and meaningful. We work with individuals, families, and advisors to connect them with charities that align with their values, whether through personal connections or global research. By ensuring compliance and offering expert guidance, we take the guesswork out of philanthropy.
What Nonprofits Can Learn
Nonprofits looking to attract donors can draw two key lessons:
- Build Trust: Strong relationships lead to loyal donors who not only give again, but also advocate to others for your cause.
- Stay Visible: A consistent presence — whether at events, online, or in the media — helps you stand out and meet potential supporters where they are.
Whether you’re a donor inspired to make an impact or a nonprofit ready to extend your reach, CAF America is here to help. Learn more about giving with us below:
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