Charitable Giving in the Media

In 2019, the percentage of Americans who donated to charity was at an all-time low. To understand why, the Bill & Melinda Gates Foundation commissioned the Media Impact Project to analyze the narratives about charitable giving and philanthropy conveyed through mass media news and entertainment, as well as what types of media content are consumed by potential donor audiences. Our mixed-methods study (cultural audit) included a national audience survey, a content analysis of 2.6 million hours of TV, and a deep-dive into scripted content to better understand the narratives about giving that dominate the media landscape

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Detailed Findings | Detailed Methodology