Survey Reveals the Top Criteria for Nonprofit Donations (TBC) reveals the number one criteria people look at when choosing to donate to nonprofits and charities.


San Francisco, CA -- (SBWIRE) -- 04/16/2015 -- The deciding factor that makes people donate to a nonprofit organization may not be what you think it is.

"TBC [] researched the top characteristics people look for when deciding whether or not to donate to a charity," TBC PR Director Jessica Jensen said. "Some of the answers surprised us."

TBC asked the following question to a group of over 1,000 people: "What is the number one factor you look at when deciding to give to a charity?"

The results showed that 46.8% of people donate based on the charity's overall mission. After that, 34.1% of people said the number one thing they look at is how the charity spends its money. Other answers showed that 6.6% of individuals look at how long the organization has been around, 5.7% base their decision on who their friends and family donate to, and 5.2% look at how much money the organization raises each year, and.

While TBC expected most people to put the charity's purpose as their number one reason for donating, they did not expect such a large percentage to base their giving on how the organization spends its money. Even more interesting was that nearly 90% of individuals who selected 'how the charity spends its money,' were 55 year of age and older.

"At TBC, we know people put thought into the organizations they donate to,"said Jensen. "That's why we feature several charities on our website, outline their mission and show how they spend their money."

Charities featured on TBC are ranked in each of the following categories: total income, how they spend donations, how accessible and detailed their financial information is, the number of years they have been in business and the number of ways there are to give. TBC's rankings are always coupled with consumer and expert reviews.

With the launch of this vertical, TBC has ranked 13 charities, with more to come soon. The top charities include Feeding America, Direct Relief, and the Catholic Medical Mission Board. For a full list of charities and their rankings, visit their site.

About TBC
TBC features research and reviews on industry-specific companies. They publish honest and unbiased reviews of organizations and encourage customers to do the same. Their hope is that the knowledge they provide with help consumers make smarter purchasing decisions.

For more information on selected industries, visit

Media Contact:
Jessica Jensen