One of the key findings in the survey results in Give.org Special Report: Charity Impact is that people gave higher importance to long-term results, depth of programs, and the overall accomplishments and capacity of the organization. Specifically, the online survey of 2,100 adults in the United States showed that respondents are more likely to consider long-term results to be highly important (32%) than immediate results (21%); and program quality to be highly important (38%) than program volume (32%). A separate survey of 1,000 Canadian adults showed similar results but Canadians gave slightly more importance to long-term results.

This data was somewhat surprising given the increasing attention on charity impact and the perceived public impatience in addressing issues such as climate change as demonstrated in a 2020 Pew Research study. On the other hand, this shows a public recognition that quality is more important than quantity and also may be influenced by the recognized diversity of causes and problems addressed by the charitable sector, many of which are not immediately resolvable.

Another curious aspect of public views on this issue is the significant difference based on levels of giving. When asked to consider a situation where a charity must demonstrate immediate results or long-term results, people who donated more than $5,000 in 2020 were more likely to express high priority for long-term results (23%) over immediate results (11%). In contrast, respondents who did not donate in 2020 were more likely to prioritize immediate (27%) over long-term results (11%).

A previous Wise Giving Wednesday blog noted the generational differences in how “charity impact” is defined. Similarly, charities might also benefit from adapting their communications about long term or immediate results to the audience that is being addressed.

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Video of the Week

 As part of the Building Trust Video Series, we are pleased to provide a video featuring Shelly Kirkland, Chief Executive Officer, Boot Campaign, (a BBB Accredited Charity) which seeks to improve the quality of life for veterans through innovative and holistic care for TBI, PTSD, chronic pain, self-medication and insomnia. 

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Heart of Giving Podcast 

This week’s Heart of Giving Podcast features Pratichi Shah, an HR strategist and thought leader and the CEO of Flourish Talent Management Solutions, a firm focused on increasing impact through talent strategy development, organizational development; and coaching for emerging leaders. She is also currently serving on the Board of Directors for the BBB Wise Giving Alliance. 

Recent Reports

We are always working with charities to publish or update reports for donors. Visit Give.org or local BBBs to check out any charity before giving. Our recently evaluated charities include:

• Now I Lay Me Down to Sleep
• Humane Society of the United States 

• Every Child Ministries