Once again, the data is in—and once again, too many in our sector are whistling past the graveyard.

The newly-released 2025 Donor Trust Report from the BBB Wise Giving Alliance should be a wake-up call. A loud one. The kind with a clanging bell that jolts us out of the comfortable denial we’ve lived in far too long. [Full disclosure: I’m a board member of the Wise Giving Alliance].

Here’s what the latest survey of more than 2,200 U.S. donors (plus 1,100 Canadians) reveals:

Donor Privacy Anxiety Is Sky High

• 62% of U.S. donors are “very” or “somewhat” concerned that a charity might share their name, address, email or phone number outside the organization.
• Only 6.5% say they are “not at all concerned”.
• Concern spans all generations: 59% of Gen Z are concerned—not just older donors.
• 35.5% of donors report they have actively asked a charity not to share their information—and that rises to 46% for Gen Z.

Takeaway: This isn’t a niche issue for privacy wonks or seniors. It’s a mainstream donor expectation—and growing among younger givers.

Donors Want Control

• 66% of donors say it is highly important that charities make it easy to opt out of data sharing.
• Preferred opt-out channels:
  • 32.8% want a box on a reply card
  • 27.6% want a web form
  • 16.2% prefer email.

Bottom line: Default sharing + opt-out buried in fine print is not acceptable.

Data Security Is a Deal Breaker

• 69% of donors are concerned about hacking when giving to a new charity.
• 80% say they would stop or pause giving if their chosen charity was hacked.
• What reassures them?
  • 28.5% say getting a message about new data security measures
  • 24.5% want to see an updated privacy policy
  • 22.1% look for third-party verification.

AI and Social Media: Proceed with Caution

• When told a charity used AI to find them:
  • Only 21.7% have a positive reaction
  • 44% say it would make them less likely to give.
• When considering connecting with a charity on social media:
  • 73% express concern about data gathering or intrusion into their profile.

Note: Above data apply to use of AI for lists and locating prospects. When it comes to responding to AI-generated appeals the some studies show otherwise.  See Agitator Your Fundraising Needs a Robot With the Right Personality.

Cookie Consent: Opt-In, Please

• 47% of donors prefer opt-in consent for cookies—not auto-loading.
• Only 30% say they “don’t mind” cookies being used without explicit permission.

Younger Donors Care Deeply About These Issues

One false myth still circulates: “It’s just old-school donors who care about privacy.”

Not true:

• 46% of Gen Z have already asked a charity not to share their data.
• 73% of Gen Z are concerned about potential hacking.
• Gen Z is less tolerant of opaque AI or social media data uses.

Where This Leaves Us

Let’s be blunt:

The 2025 Donor Trust Report should send shivers through any ethical fundraiser. But viewed against our own past Agitator warnings—The Checkwriters Are Dying and Dystopian Fundraising Slot Machine—it paints an even more dire picture.

Because here’s the collision:

• Donor trust is fragile—and data handling is now central to trust.
• Too many fundraisers still rent lists that ignore opt-outs, and treat data as slot machine tokens.
• Too many acquisition programs are stuck recycling stale lists of aging check writers.
• Younger donors—our future—expect radically different practices.

What Must Change

✅ Honor donor privacy—explicit, transparent, opt-in.
✅ End abusive list practices—renting, swapping, ignoring opt-outs.
✅ Modernize acquisition—stop mailing the dead.
✅ Use AI responsibly—be transparent and donor-centric.
✅ Demand higher standards from CRMs, consultants, co-ops.
✅ Build trust as a core brand value.

Final Thought

As we’ve written  before:  “Every bad actor and careless operator damages all of us.”  Now the data backs it up.

This is our moment to decide:

Will we remain complicit in practices that are shredding trust?   Or will we clean house—before donors clean us out?

Roger

P.S.  A trust building move is increasing the supporter’s sense of connection.  And one way to do that is stop treating everyone the same.  If you’re at all curious about how to match your message to the person then join the DonorVoice Behavioral Science team learning session.  It’s free, register here.