The importance of trust – and 5 ways to achieve it
Americans have been losing trust in institutions and in each other for decades. While nonprofit organizations have tended to be more trusted than other sectors of civil society, the BBB Donor Trust report shows that as of 2022 only 56% of Americans say they trust nonprofit organizations.
Of current donors, 72% say that it is essential to trust a charity before giving according to the BBB Donor Trust Report.
As a whole, nonprofit organizations are not doing a compelling enough job of telling the stories of why our mission is critical and how every donor makes an impact.
These are the key drivers of trust for individuals:
Financial Transparency
Proof of Impact
Endorsements
Communicating Clear Organization Mission and Values
Demonstrating Results
Trust alone won’t push a donor to give but it will be nearly impossible to secure a first gift from a new donor or reactivate a lapsed donor without it. Especially in this current atmosphere of giving, it is critically important to consider where your organization stands in the eyes of your donors and prospects. It’s essential that your marketing, public relations, and fundraising teams are working in lock step to build the strongest messaging and communications plan and platform possible, and then share information and inspiration with your donors and prospects often.