Building Trust as a Non-Profit

 

Author: A. Bell

At the end of the 2020 fiscal year the trust and non profits have dropped to an alarmingly low 52% of Americans having faith in that nonprofits will do what is right. As of now 54% of Americans trust for-profit organizations over nonprofit organizations. There are several factors that have caused this low percentage in trust for non-profits, the most notable being the several scandals that have been shown across the media over the past few, you could remember the 2016 incident with the Red Cross where they spent 25% of their Haiti Donations on internal expenses. Another being that with new generations, there has been a low 46% of interpersonal trust. The drop in trust with non-profits is detrimental, as most nonprofits rely on the donations of the people to be successful. So how can a non profit gain the trust of donors? 

Here are 5 key words that can build trust among the general public: 

1. Transparency:

    Transparency is the most important concept when creating a nonprofit. The most reliable way to do so is being open with what your non-profit plans to do. Along with this make it easy for the general public to "audit" your non-profit. The easiest way of doing so would be adding a footnote at the bottom of your website that will send the general public to your annual report. 

2.  Competency:

    The 2020 Edelman Trust Barometer(linked below) showed that the public believes that non-profits are competent. To better this, a non-profit can be through great mission statements, or public engagement. Being prepared for any question a potential donor may have for you will help you gain their trust. There are several questions that can be asked by a donor, so it is best to be prepared for any of them. 

2019 EDELMAN TRUST BAROMETER (hubspot.net)

3. Bonding:

    Growing from competency, a smart non-profit organization needs to be able to build and maintain strong bonds with their donors. Make an impact with those who choose to help your organization by donating, hold fundraisers, or small events that show your donors that you are thankful and eager to continue working with them. Remember, a donor can easily become an advocate and broadcast your charity to potential new donors down the line. 

4.Credibility:

    This is a simple solution to gain trust. Apply for a certification through the Better Business Bureau, once you have received this certification put their logo on your website, or social media campaigns. This will show the general public that you have been verified by a third party organization and can be trusted with their money. 

5. Privacy

    A big topic on a lot of donors minds is the privacy of their personal information. Relating back to trustworthiness, a good non-profit will show the general public that they can be trusted with a potential donors information. The Oregon Identity Theft Protection Act requires that any information given to an organization must be reasonably guarded to ensure security, confidentiality, and integrity. 

Even though the percentage of trust among non-profits is dropping, their are still several great people out there trying to do good for the community. If you are also one of these people trying to good from the bottom of your heart, remember the five words of transparency, credibility, bonding, credibility, and privacy to better gain the trust of the public and build long-lasting relationships with the public and donors alike.