BBB Warns of Scams Involving Online Charitable Ads

Saturday, November 14th, 2026 -- 8:01 AM

Charity ads on social media can make giving just a click away, but trust deserves a closer look.

FTC Warns That Social Media Ads Aren’t Always Vetted

Earlier this year, the Federal Trade Commission (FTC) warned that social media ads are not always thoroughly vetted, and neither are the advertisers behind them. The presence of an ad or post on a familiar platform does not necessarily mean the organization or advertiser behind it can be trusted.

According to FTC research on social media scams, nearly 30% of people who reported losing money to a scam during 2025 said it started on social media. Reported losses from social media scams reached $2.1 billion, including $794 million from scams that began on Facebook. Social media was the costliest fraud contact method in terms of aggregate reported losses for every age group under 80.

How Scammers Exploit Charitable Giving on Social Media

While the above figures include shopping, investment, and romance scams, charitable causes are also exploited. For example, scammers have impersonated animal shelters soliciting donations, created fraudulent fundraising appeals in the aftermath of high-profile disasters, and posed as people seeking help with medical expenses.

In some cases, appeals can even originate from hacked accounts belonging to real people. Other schemes use emotionally compelling causes to build likes and followers by promising charitable actions, such as providing meals or planting trees, that may never materialize. These appeals are designed to exploit empathy and generosity, qualities that can make a big difference when appropriately channeled.

A Familiar Platform Doesn’t Guarantee a Trustworthy Appeal

A charity appeal may seem more trustworthy simply because it appears on a familiar platform. Our 2026 BBB Give.org donor trust survey found that 62% of giving platform users said a charity’s presence on a well-known online donation platform would increase their trust in that charity.

Donors may make a similar assumption about appeals in their social media feeds, even though appearing on a familiar platform doesn’t mean an appeal has been vetted. With the giving season approaching, donors and charities can take practical steps to reduce uncertainty and help protect the trust that makes charitable giving possible.

Tips for Donors: How to Give Safely on Social Media

Before donating through social media, keep these three tips in mind to help protect your generosity:

• Verify the Beneficiary Organization. Before donating, take a moment to confirm that the appeal is connected to the legitimate organization or individual it claims to represent. Visit the charity’s official website by typing its web address into your browser rather than relying solely on a link in a post, advertisement, or direct message. Be attentive to look-alike usernames, unfamiliar websites, and slight differences in spelling.

• Review Your Social Media Privacy Settings. Consider limiting who can see your personal information and posts, particularly details about your family, travel, finances, or personal circumstances. Scammers may use publicly available information to create convincing messages, impersonate someone you know, or tailor fraudulent appeals to your interests.
• Watch for Warning Signs in Donation Appeals. Be cautious of appeals that rely on intense emotional pressure, insist on immediate payment, provide little information about how contributions will be used, or request an unusual payment method. If something feels unusual, follow your instinct. Contact the charity directly using information from its official website rather than replying to the message or using the contact details in the appeal.

Learn more about how to spot charity impersonation scams.

How to Report Suspected Charity Fraud

If you encounter suspected fraud, consider reporting it to your state attorney general’s office or to the FTC through ReportFraud.ftc.gov. You can also use BBB Scam Tracker to report a scam or check whether others have reported similar activity. Reporting suspected fraud can help authorities and consumer protection organizations identify patterns and investigate questionable activity.

Tips for Charities: Protecting Your Identity and Donors

Fraudulent appeals do more than put donors at risk. They can undermine confidence in legitimate charities, damage reputations, and make people more hesitant to give.

Here are three steps charities can take to protect their identity and their donors:

• Make Official Giving Channels Easy to Verify. Make it easy for donors to identify the organization’s official website, social media accounts, and donation pages. Provide short and clear links to legitimate giving channels, explain how contributions will be used, and keep contact information current. Charities should also welcome supporters verifying unexpected fundraising requests directly with the organization before donating.

• Claim and Monitor Your Charity’s Online Presence. Organizations of all sizes should regularly monitor their digital presence. Claim official usernames on relevant social media platforms, secure website domains that closely resemble the organization’s name when feasible, and periodically search for fake accounts, misleading donation pages, and unauthorized uses of the charity’s logo or name. Encouraging staff, volunteers, and supporters to report suspicious activities and establishing a reporting process can also be helpful.

• Prepare for Potential Impersonations. Charities should consider how they would respond if a fraudulent account or donation appeal appeared in their name. For example, consider developing a response plan, identifying who would lead the response, preparing to communicate clearly with constituents and supporters, and promptly reporting fraud attempts to the authorities.

Building Trust in Social Media Giving

Social media can be a powerful tool for connecting people with causes and helping charities reach new supporters. By taking a few precautions, donors can give with greater confidence, and charities can help protect the trust they’ve worked to earn.

Finally, remember to let us know by going to give.org/charity-inquiry if you are interested in seeing a report on a charity not on the list and we will do our best to produce one. For more information or further inquiries, contact the Wisconsin BBB at www.bbb.org/wisconsin, 414-847-6000 or 1-800-273-1002.

Consumers also can find more information about how to protect themselves from scams by following the Wisconsin BBB on Facebook, Twitter, Instagram and YouTube.

Feel free to contact us with questions and/or comments.