
Maximizing Impact: Charity Navigator’s Year-End Highlights
November and December are always among the busiest months of the year for Charity Navigator, and 2024 was no exception. As donors rushed to complete their year-end giving, many turned to Charity Navigator to review nonprofits and donate through our Giving Basket. From Thanksgiving to Giving Tuesday and into the final days of the year, donor engagement soared.
Key Highlights: A Season of Generosity
Surge in User Traffic and Donations
This Giving Season, Charity Navigator experienced an impressive surge in activity:
- Over 1.7 million users visited our platform in November and December — a significant increase compared to prior months.
- Giving Tuesday drew nearly 80,000 unique visitors, while December 30th and 31st combined attracted over 118,000 users.
- During this period, donors reviewed over 116,415 nonprofit ratings and donated an incredible $28 million to 20,142 charities through our Giving Basket.
We estimate this represents just 5% of the total dollars influenced by our ratings, recommendations, and content, showcasing the broader impact of our platform.
What Were Donors Looking For?
The Giving Season revealed several key donor behaviors:
Validating Charities: Most donors sought to confirm the ratings of their favorite nonprofits. As in past years, charities with 3- and 4-star ratings garnered significantly more donations via the Giving Basket. Notably, 4-star charities received nine times more donations than 2-star organizations, particularly among larger organizations with $2 million+ in revenue.
Detailed Information Matters: Charities with complete profiles performed best. For example:
A 4-star, 4-beacon charity received 18 times more donations than a 3-star, 1-beacon organization.
Charities with 4 stars and 4 beacons received five times as many donations as those with 4 stars and 1 beacon.
Donors consistently emphasized the importance of transparency and trustworthiness, favoring organizations that provide comprehensive information.
Engaging with Metrics: Beyond top-line ratings, 58% of donors scrolled to review additional metrics, including:
The Impact & Results tab
CEO salary information
Financial metrics
Popular Causes This Giving Season
The most supported causes during this year’s Giving Season included:
Human Services
Health
Education
Natural Resources
Disaster & Emergency Management
Environment
International Development
Food Banks
Animal Welfare
Legal Services
Elevate Your Charity’s Visibility
The Charity Navigator rating is a powerful tool for showcasing your organization’s effectiveness and trustworthiness. To maximize your impact:
Review your nonprofit’s rating to ensure it tells your story.
Log in to the Nonprofit Portal to complete and enhance your rating today.
Transparency and engagement make all the difference in connecting with donors. Let’s continue building trust and amplifying impact together!