St. Jude Survey Reveals Hope as a Strategic Lever for Charitable Giving
Event summary
- St. Jude's ALSAC unit released The St. Jude Hope Imperative, a national survey of 2,501 U.S. adults conducted by The Harris Poll in March 2026.
- 93% of respondents associate St. Jude with hope, while 84% say nonprofits give them hope.
- 72% of respondents believe giving more frequently helps them feel they are making a difference.
- The survey highlights that 90% of respondents say seeing measurable impact from nonprofits increases their sense of hope.
The big picture
The survey underscores the strategic importance of hope as a motivator for charitable giving, particularly in an era where donors increasingly seek tangible proof of impact. St. Jude's findings align with broader trends in nonprofit marketing, where emotional resonance and measurable outcomes are key drivers of donor loyalty. The data positions hope not just as an abstract concept, but as a practical tool for fostering generosity and connection.
What we're watching
- Brand Association
- How St. Jude will leverage its strong association with hope to drive further donor engagement and fundraising.
- Impact Transparency
- Whether nonprofits can sustain donor interest by consistently demonstrating measurable impact.
- Charitable Trends
- The pace at which hope-driven giving becomes a mainstream philanthropic strategy.