New AMS Research: Consumer Trust and Message Relevance More Important Than Ever As Inflation Makes Many Restrict Giving
August 5, 2026
New study finds Americans remain committed to charitable giving but are becoming more intentional, placing greater emphasis on trust, transparency, and personal connection.
New York, NY — August 5, 2026 — American consumers have been feeling the weight of increased living expenses and financial uncertainty, forcing many to focus their charitable donations on the organizations and missions to which they feel most connected. That’s one of the key findings from AMS’ new 2026 Charitable Giving Report, based on proprietary research among more than 700 U.S. consumers. The report finds that while many Americans are adjusting how much they donate because of inflation and higher household costs, they’re becoming more intentional about where they give, placing greater emphasis on trust, transparency, and personal relevance.
Key findings include:
Financial uncertainty is making charitable giving more intentional. As living expenses continue to rise, consumers are focusing their donations on the organizations and missions they feel most connected to.
Trust has become one of the strongest drivers of charitable giving. Donors increasingly prioritize measurable impact, organizational leadership, and independent charity ratings when deciding where to give.
Personal relevance outweighs broad impact. Consumers are most likely to support organizations that reflect their values, experiences, and communities, reinforcing that connection is becoming as important as the cause itself.
The platform people use connects to what drives them to give. Whether it’s the connection to leaders offered by Facebook, the interest in global events from new viewers or the political nature of Twitch and X, where organizations are being viewed is important to creating relevance.
What we see from this is that when people are forced financially to be selective, they look to support organizations that they’ve seen make changes in their community. For respondents that are less sensitive to changing in living expenses we see more interest in finding organizations with international impacts through 3rd party watchdog” said Tess Erickson, Senior Director, Research & Strategy at AMS. ” Either way, today’s donors want to understand where their money is going, who they’re supporting, and the impact it will have. For nonprofits, that’s an opportunity. Organizations that can build trust through communicating transparency, and measurable outcomes will be better positioned to build lasting relationships with both current and future donors.”
The findings suggest charitable giving has become one of the clearest reflections of today’s more intentional consumer. As households navigate continued economic uncertainty, donors aren’t simply asking which organizations are worthy of support, they are looking for an organization and a cause they can trust and believe in.
“Charitable giving is increasingly reflecting the same broader economic and consumer trends we’re seeing across other sectors,” said Eleanor Carey, Strategist, Research & Strategy at AMS. “Even as overall giving remains resilient, households are becoming more intentional with every financial decision they make. Consumers are comparing options more carefully, looking for stronger evidence before committing their dollars, and seeking greater confidence that every purchase—or donation—will create meaningful value. Nonprofits that recognize that shift and communicate accordingly will be in a much stronger position over the long term.”
The report offers practical recommendations for nonprofit organizations, fundraisers, and marketing leaders seeking to better understand today’s more intentional donor and strengthen long-term engagement through trust, transparency, and meaningful connection.
The findings are based on proprietary AMS research conducted in June 2026 among 702 U.S. consumers, examining charitable giving behavior, donation motivations, and the factors influencing how consumers evaluate nonprofit organizations.
About AMS
AMS (Active Media Services, Inc.) is an independent media solutions company delivering sustainable growth to businesses across the globe. Its brands include Active International, offering innovative Corporate Trade solutions; Involved Media, a full-service media agency; and XACTV Network, providing efficient, AI-driven video reach. Based in New York, AMS has 12 offices and more than 600 employees across the Americas, Europe, Asia, and Australia.
Known for its values-driven culture, AMS has earned Great Place to Work® certifications in the U.S., UK, Canada, Spain, and Australia—alongside accolades for Inclusion, Mental Wellness, Millennials, and Women in Advertising. It has also been named by Campaign Magazine and the Australian Financial Review on their Best Places to Work lists and recognized among Canada’s Most Admired Corporate Cultures.
