New research shows that Giving Compass’ Guide to Good platform is measurably shifting donor behavior. In a randomized controlled trial, users were twice as likely to take civic action, 73% more likely to give locally, and 3.8 times more likely to support smaller, grassroots nonprofits. This blog explores how AI-powered search and behavioral nudges are helping donors align their values with their giving—and why that matters now more than ever.
Understanding donor behavior is critical to building a more equitable and effective giving landscape. At Giving Compass, we believe that when donors know more, they do more. Our latest evaluation of the Guide to Good platform affirms this idea—and offers new insights into how donor behavior can be shaped by better tools, trusted curation, and behavioral nudges.
In the study, we examined how donors discover, evaluate, and support nonprofits using Guide to good versus a standard internet search. The results are clear: Guide to Good is changing donor behavior. With access to values-aligned guidance and curated local recommendations through our donor education platform, donors gave differently—and more intentionally.
Compared to a control group using standard internet search, people using Guide to Good were:
- 2X more likely to volunteer, donate, or take civic action
- 73% more likely to give to local nonprofits
- 3.8X more likely to support smaller, grassroots organizations
These shifts in donor behavior show that thoughtful tools and behavioral nudges can bridge the gap between donor intent and action.
“This study gives us compelling evidence when it comes to donor behavior. Donors want to act on their values, they just need better tools to do it,” said Madeleine Alegria, Philanthropy Impact Analyst at Giving Compass. “Guide to Good helps bridge that gap by surfacing smaller, local nonprofits that often go unseen in traditional search.”
Why It Matters
While large national organizations dominate traditional giving platforms, smaller community-led nonprofits make up the majority of the sector—and are often more agile, equity-focused, and locally impactful. Yet they remain underfunded due to visibility barriers in search.
Guide to Good’s AI-powered search, behavioral nudges, and vetted nonprofit directory are changing that. Our platform surfaces 3,000+ impact-vetted organizations and helps donors make confident, values-aligned decisions—closing the loop between awareness and action all powered by the Giving Compass data set.
The findings from our evaluation align with broader national trends on donor behavior. A recent Vox article on donor and volunteer decline by Rachel Cohen Booth outlines research from othe Generosity Commission about how traditional philanthropy is shrinking—fewer people are giving, even as overall donation dollars increase. The Generosity Commission’s research echoes what we observed: small, community-based nonprofits are struggling to attract support, and participation—not just funding—is at risk. Platforms like Guide to Good offer a path forward by re-engaging everyday donors through tools that make generosity easier, more local, and more values-driven.
What's Next
This study is a milestone for Giving Compass, but it’s just the beginning. As we continue to refine Guide to Good, we’re investing in features donors requested—like nonprofit videos, enhanced local search, and personalized giving strategies.