Most Trusted Brands Report 2022: Nonprofits

June 2022

Report summary

For more recent data and analysis, see the Most Trusted Brands Report 2023.

Morning Consult’s Most Trusted Brands 2022 is the definitive measure of brand trust across industries, showcasing the companies and products that have earned or maintained consumer trust in 2022. In this report, we unpack why trust is important, how trust is built and how it’s broken in the nonprofit industry. We then zero in on the top 10 most trusted brands in the nonprofit industry, diving into three different case studies of brands that have stood out in their trust metrics.

Key Takeaways

  • Americans instinctively trust nonprofits: Roughly 3 in 5 Americans (57%) reported that they tend to trust nonprofits, and a nonprofit would have to do something bad to lose their trust.
  • Nonprofits are still susceptible to scandal: Forty-three percent of Americans said they have experienced a loss of trust with a nonprofit, and those who report a loss in trust are generally unforgiving.
  • Show me the money: An open-end analysis reveals that putting donations to good use is a top reason adults trust nonprofits. At the same time, perceived misuse of funds is the most cited reason for not trusting nonprofits.
  • Nonprofits must do what they say and say what they do: An advanced analysis reveals that the best thing nonprofits can do to build trust is to consistently deliver on what they promise.


The analysis behind Morning Consult’s Most Trusted Brands is drawn from two powerful datasets: Research Intelligence and Brand Intelligence.

The Research Intelligence dataset was fielded April 8-14, 2022, among are presentative sample of 2,200 U.S. adults, 1,299 South Korean residents and 1,000 residents each in Canada, China, France, Germany, India, Italy, Japan and the U.K. Unweighted margins of error for each country are no more than +/-3 percentage points.

The Brand Intelligence dataset was gathered March 3-April 3, 2022, among representative samples of 4,614 to 6,401 adults from the countries above, with unweighted margins of error of +/-1 point.

Brand rankings are based on net trust, or the share of respondents who said they trust each brand to do the right thing “a lot” or “some” minus the share who said“not much” or “not at all.”

About the author

A headshot photograph of Caroline Bye
Caroline Bye
VP, Client Services

Caroline Bye is a VP of Client Services at global decision intelligence company Morning Consult. She and her team oversee Morning Consult’s research with advocacy groups and nonprofit organizations. Her current portfolio of clients ranges from multinational nonprofits to industry trade associations to higher education institutions.
For speaking opportunities and booking requests, please email [email protected].