MOST LOVED NONPROFITS IN AMERICA 2020 MORNING CONSULT TRUSTED BY 250+ MAJOR BRANDS SCALE Access to Over 100 Million People Globally Our proprietary programmatic collection algorithms collect over 15,000 daily survey interviews every day in dozens of countries. SPEED Real-Time Data & Visualization Tools Morning Consult Intelligence allows users to seamlessly search, analyze, and share public opinion data & daily brand tracking in real-time. MEDIA PARTNERS CREDIBILITY Established Methodology & Trusted Results Morning Consult’s extensive validation and methodological practices ensure quality data and results. MOST LOVED NONPROFITS MORNING CONSULT’S RANKING OF THE NONPROFITS AND FOUNDATIONS THAT ARE WINNING THE HEARTS AND MINDS OF AMERICANS. 3 MOST LOVED NONPROFITS Morning Consult looked at the the following nonprofits and foundations across the following metrics: favorability, trust, community impact, and donation consideration. Alzheimer’s Association Earthjustice National Fish and Wildlife Foundation The John D. and Catherine T. MacArthur American Cancer Society Environmental Defense Fund National Resources Defense Council Foundation American Civil Liberties Union Feed the Children Ocean Conservancy The National Geographic Society American Heart Association Feeding America Oceana The Nature Conservancy American Kidney Fund Food for the Poor Open Society Foundation The New Venture Fund American Red Cross Ford Foundation Oxfam The Robert Wood Johnson Foundation American Society for the Prevention of Girl Scouts of America Partners in Health The Rotary Foundation Cruelty to Animals (ASPCA) Goodwill Petco Foundation The Salvation Army Americares Foundation Gordon and Betty Moore Foundation Pew Charitable Trusts The Task Force for Global Health Amnesty International Habitat for Humanity Planned Parenthood The Trevor Project Anti-Defamation League Human Rights Campaign Public Broadcasting Service (PBS) The Wildlife Conservation Society (WCS) Best Friends Animal Society Human Rights Watch Rainforest Trust The William and Flora Hewlett Foundation Big Brothers Big Sisters of America Humane Society of the United States (HSUS)Rockefeller Foundation The Y (YMCA of the USA) Bill & Melinda Gates Foundation International Rescue Committee (IRC) Ronald McDonald House Charities UNICEF Boy Scouts of America J. Paul Getty Trust Save the Children Union of Concerned Scientists Boys & Girls Clubs of America Kennedy Center for Performing Arts Scholarship America United Nations Foundation CARE International Lilly Endowment Inc. Sierra Club United Way Catholic Charities USA Lincoln Center for Performing Arts Smithsonian Institution W. K. Kellogg Foundation Catholic Relief Services Lutheran Services in America Special Olympics International Walton Family Foundation ChildFund International Make-A-Wish Foundation St. Jude Children’s Research Hospital Water.org Clinton Foundation MAP International Susan G. Komen for the Cure World Resources Institute Compassion International March of Dimes Teach for America World Vision Conservation International Metropolitan Museum of Art The Andrew W. Mellon Foundation World Wildlife Fund (WWF) Dana-Farber Cancer Institute Metropolitan Opera The Carter Center Wounded Warrior Project Direct Relief Mount Sinai The David and Lucile Packard Foundation Doctors without Borders National Audubon Society The Gill Foundation 4 MOST LOVED NONPROFITS How this ranking was determined: This year, Morning Consult is introducing an index to determine the Most Loved Nonprofits, in order to offer a more comprehensive look at Americans’ perceptions. The index is based on four metrics: • Favorability: The percentage of adults with a favorable opinion of the nonprofit. • Trust: The percentage of adults who trust the nonprofit to do the right thing. • Community Impact: The percentage of adults who say the nonprofit has a positive impact on the communities they serve. • Donation Consideration: The percentage of adults who would consider donating to the nonprofit. Each one of these numbers was added together in order to determine the index score. For example, take Nonprofit X. • +50 Net Favorability (Total Favorable – Total Unfavorable) • +24 Net Trust (Total Trust – Total Do Not Trust) • +32 Net Community Impact (Total Positive Impact – Total Negative Impact) • +2 Net Donation Consideration (Total Likely to Donate – Total Unlikely to Donate) • 50 + 24 + 32 + 2 = 108 (Nonprofit X’s index score) Methodology: This poll was conducted between January 27-29, 2020 among a national sample of 4,402 adults. The interviews were conducted online, and the data were weighted to approximate a target sample of adults based on age, educational attainment, gender, race, and region. Results from the full survey have a margin of error of +/- 1%. Each nonprofit was seen by a quarter of the sample (~1,100 adults), with a margin of error of +/-3%. 5 CONTENTS Top 10 Nonprofits by Key 1 Performance Indicators Top 10 Nonprofits by 2 Demographics Better Understanding 3 Donation Behavior 6 MOST LOVED NONPROFITS Top 10 Most Known Nonprofits Before diving into questions that asked respondents to rate nonprofits and charities on specific metrics, they were asked to write-in the names of top-of-mind organizations. This reveals which nonprofits and charities have the highest unaided identification. When you think of charities and nonprofits, what are the organizations that come to mind? [open end] # Of Mentions in Open End American Red Cross 900 The Salvation Army 712 St. Jude's 587 American Society for the Prevention of Cruelty to Animals (ASPCA) 379 Goodwill 346 United Way 281 American Cancer Society 268 Humane Society of the United States (HSUS) 171 American Heart Association 134 Church 130 7 # of Mentions in Open Ends MOST LOVED NONPROFITS #1 Most Loved Nonprofit FAVORABILITY Very Favorable Somewhat Favorable Net Favorability 63% 23% +84 TRUST A Lot Some Net Trust 63% 19% +78 INDEX SCORE 280 IMPACT Very Positive Somewhat Positive Net Impact 61% 20% +79 DONATION CONSIDERATION Absolutely Certain Very Likely Net Consideration 27% 25% +39 8 MOST LOVED NONPROFITS Top 10 Most Loved Nonprofits 1 2 3 4 5 St. Jude Children’s Make-A-Wish Ronald McDonald American Heart American Cancer Research Hospital Foundation House Charities Association Society SCORE: 280 243 239 224 220 6 7 8 9 10 Habitat for American Red Special Olympics Alzheimer’s Humanity Cross The Salvation Army International Association 218 209 207 195 193 9 MOST LOVED NONPROFITS Top 10 Most Favorable Nonprofits Very Favorable Somewhat Favorable Net Favorability* 1 St. Jude Children's Research Hospital 63% 23% +84 2 Ma ke-A-Wish Foundation 49% 31% +76 3 American Heart Association 41% 37% +72 4 Ronald McDonald House Charities 43% 32% +71 5 American Cancer Society 44% 31% +68 6 Habitat for Humanity 40% 32% +66 7 American Red Cross 41% 35% +64 8 The Salvation Army 38% 36% +62 9 Big Brothers Big Sisters of America 29% 37% +62 10 Special Olympics International 33% 32% +61 10 Alzheimer's Association 27% 37% +61 *Net Favorability = Total Favorable – Total Unfavorable. Rankings are based on Net Favorability. 10 MOST LOVED NONPROFITS Top 10 Most Trusted Nonprofits A Lot Some Net Trust* 1 St. Jude Children's Research Hospital 63% 19% +78 2 Ma ke-A-Wish Foundation 50% 27% +71 3 Ronald McDonald House Charities 45% 30% +69 4 American Heart Association 42% 32% +67 5 American Cancer Society 43% 29% +64 6 Habitat for Humanity 41% 29% +64 7 The Salvation Army 38% 35% +61 8 Big Brothers Big Sisters of America 31% 36% +61 9 Special Olympics International 35% 32% +61 10 Alzheimer's Association 30% 35% +60 *Net Trust = Total Trust – Total Do Not Trust. Ranking are based on Net Trust. 11 MOST LOVED NONPROFITS Top 10 Most Impactful Nonprofits Very Positive Somewhat Positive Net Impact* 1 St. Jude Children's Research Hospital 61% 20% +79 2 Ma ke-A-Wish Foundation 48% 26% +72 3 Ronald McDonald House Charities 47% 27% +72 4 Habitat for Humanity 42% 29% +69 5 American Heart Association 38% 33% +69 6 American Red Cross 41% 31% +67 7 American Cancer Society 41% 26% +64 8 Boys & Girls Clubs of America 35% 32% +63 9 The Salvation Army 36% 34% +63 10 Special Olympics International 35% 29% +62 *Net Impact = Total Positive Impact – Total Negative Impact. Rankings are based on Net Impact. 12 MOST LOVED NONPROFITS Top 10 Most Considered for Donation Nonprofits Absolutely Certain Very Likely Net Consideration* 1 St. Jude Children's Research Hospital 27% 25% +39 2 Ronald McDonald House Charities 19% 23% +27 3 American Cancer Society 20% 21% +24 4 Ma ke-A-Wish Foundation 21% 21% +24 5 The Salvation Army 19% 22% +21 6 American Red Cross 18% 20% +19 7 Habitat for Humanity 17% 20% +19 8 Goodwill 16% 22% +17 9 American Heart Association 16% 20% +16 American Society for the Prevention 19% 18% 10 of Cruelty to Animals (ASPCA) +14 *Net Consideration = Total Likely to Donate – Total Not Likely to Donate. Rankings are based on Net Consideration. 13 CONTENTS Top 10 Nonprofits by Key 1 Performance Indicators Top 10 Nonprofits by 2 Demographics Better Understanding 3 Donation Behavior 14 MOST LOVED NONPROFITS Most Loved Nonprofits by Gender Rank Female Male St. Jude Children’s Research Hospital St. Jude Children’s Research Hospital 1 Score: 300 261 Make-A-Wish Foundation Ronald McDonald House Charities 2 261 231 3 Ronald McDonald House Charities Make-A-Wish Foundation 244 220 Habitat for Humanity American Heart Association 4 239 219 5 American Cancer Society The Salvation Army 230 217 American Heart Association American Cancer Society 6 229 211 7 American Red Cross