Study: 69% of donors worry info will be hacked

Most respondents to a new survey (68.8%) are “very concerned” (30.6%) or “somewhat concerned” (38.3%) that their information might be hacked or stolen when giving to a charity to which they had not previously donated. A similar amount (62%) responded that they are either “very concerned” (26.8%) or “somewhat concerned” (35.2%) that the charity might share their information outside the organization. 

That’s part of new data from the BBB Wise Giving Alliance’s in its report Give.org Special Donor Trust Report: Privacy and Security. The report, a survey of more than 2,200 adults in the United States and more than 1,100 adults in Canada. It explores the importance to potential donors of adequate data protection. 

When asked to imagine that a charity they personally support appears in the news for being hacked and having data stolen, most participants (79.8%) would stop (27.8%) or hold off (52%) on future giving. Across generations, most participants — ranging from 83.5% of Boomers (age 60 to 78) to 77.4% of Matures (age 79 and older) — say they would hold or stop contributions to a charity they support upon learning that the charity has been hacked. 

When considering connecting with a charity on social media, most participants (73.2%) responded they are either “very concerned” (38.6%) or “somewhat concerned” (34.7%) about the charity gathering their information or intruding into their profile. Younger participants are less likely to be “very concerned” about charities using their information or intruding into their profile in a social media platform, with 31.8% of Gen Zers (age 18 to 26) compared to 66.7% of Matures expressing such a concern. 

When asked to imagine that a charity uses artificial intelligence (AI) to find them as potential supporters, 44.3% responded that they would be less likely to contribute. Younger participants are less likely to be discouraged from contributing when a charity uses AI to find them, with 27.9% of Gen Zers as compared to 68.8% of Matures reporting that they would be less likely to contribute to the charity. 

Participants said they are more likely to trust charities compared to businesses to keep their information private and secure, with 48.1% trusting charities more and 23% trusting businesses more. 

The survey comes a few weeks after the BBB Wise Giving Alliance announced the formation of an advisory committee to examine standards the organization used to rate charities. While over the years there have been changes made to the implementation of the current standards, there has not been a full revision of these guidelines since 2003. 

“The BBB Charity Standards are being revised to reflect shifts in the charitable sector, including new technologies, changing donor expectations, and evolving nonprofit practices,” said Weiner. This update helps BBB’s Give.org incorporate feedback from charities and the donating public, so the standards continue to support transparency, accountability, and public trust in today’s environment.” 

The revision will build on the existing framework, reconsidering each standard and new accountability priorities to stay relevant and fair. Key areas such as conflicts of interest, appeal accuracy, and board oversight are likely to remain central, Weiner said. 

A draft of the revised standards is expected to be available for comments by the end of the first quarter of 2026. 

Advisory Committee members were selected to reflect a broad range of perspectives across the charitable sector, said Weiner. BBB’s Give.org sought individuals from organizations of varying sizes, missions, and geographic reach, including leaders from nonprofits, foundations, professional service firms, and regulatory bodies. The goal was to ensure the revision process is informed by diverse experiences and insights from across the philanthropic landscape.