Money for Good 2015

Money for Good 2015 cover


Published in September 2015, Money for Good 2015 is the third in a series of research reports on donors' motives for charitable giving and what their motives mean for philanthropy overall.

Here are some key findings from the 159-page report:

Donors Are Suspicious

Top donor concerns


The Money for Good team surveyed more than 3,000 people with household incomes greater than $80,000 (half of the group had incomes greater than $300,000). This audience represents the top 30  percent of US households and accounts for 75  percent of individual charitable donations. The team also interviewed more than 50 donors.

The results? Many donors don't trust nonprofits. They don't know how the organizations use their money, and they're not sure who benefits from the gifts.

Donors Are Confused

Some 13 percent of donors feel they don't have the information they need to make solid giving decisions. Nine percent "feel overwhelmed" as they make their decisions. And 5 percent "don't know what to consider."

Donors Are Creatures of Habit

Donor behavior


Given these factors, donors default to the familiar. The majority—67 percent—intend to give to the same causes in the future as in the past. Although 38 percent research at least one donation a year, only 9 percent compare organizations. And 61 percent prefer to give to well-known organizations.

Donors Fall into Different Categories

Money for Good 2015 identifies five types of donors:

Donor segments


What kind of donor are you? To find out, download your free copy of Money for Good 2015.

Learn more about GuideStar's take on Money for Good 2015.