News & Updates

Wise Giving Wednesday: Donors Helping Small Businesses

Apr 15, 2020

The study BBB Wise Giving Alliance released last week ( Special Report: COVID-19 and the Charitable Sector) provided results of two surveys: a survey of more than 1,000 adults in the U.S., and another directed at 118 BBB Accredited Charities (i.e., charities that met all BBB Charity Standards).

According to the charity survey, 26.1% of charities anticipating decreased revenue in 2020 identified donors redirecting charitable contributions to businesses in need as one of the factors they believe will drive decreased revenue. In turn, 23.9% of individuals surveyed said they plan to give money to small business (directly or via crowdfunding). The survey further found that:

--While most respondents plan to support such businesses in more traditional ways, like buying products when possible (64.2%) or buying gift cards (16.9%), gifting money to small businesses may alter the charity scene.

--Younger participants are more likely to say they plan to give money to small business (directly or via crowdfunding), with 47.1% of Gen Z participants and 36.6% of Millennials saying they plan to donate to small businesses.

--Participants in large metropolitan areas (32.4%) are more likely to anticipate giving money to a business than those who don’t live in large metropolitan areas (14.2%).

And, 24.5% of respondents said they will look for ways to help unemployed individuals directly.

Loans for small businesses being offered by the U.S. Small Business Administration are also providing potential help to the millions of small businesses that are struggling to survive during this pandemic, but the scale of individual monetary gifts to small businesses is an unprecedented phenomenon. It also speaks to the fact that small businesses are valued not only for the employment and services they provide but also their active part in developing a sense of community, interaction and continuity within neighborhoods.  

Video of the week

As part of our Building Trust Video Series, we are pleased to provide a video interview with Darlene Allen, CEO and Executive Director of Adoption Rhode Island, a BBB Accredited Charity that finds forever families for children in state care and provides support throughout the adoption process such as child, youth and family support services, education, training, advocacy and referrals.

Recent Reports

We are always working with charities to publish or update reports for donors. Visit or local BBBs to check out any charity before giving. Our recently evaluated charities include:

Finally, remember to let us know by going to if you are interested in seeing a report on a charity not on the list and we will do our best to produce one.

H. Art Taylor, President & CEO
BBB Wise Giving Alliance