Be specific to help build trust

It's unfortunate that nonprofits exist under a vague cloud of suspicion. It only takes a few charity scandals and publicized rip-offs to give a lot of people the sense that you just can't trust someone who asks for money. Building trust is one of your most important tasks.

That's what Trust me, I'm a fundraiser at Professional Fundraising (a UK blog) is about. (Late note: Sorry, a subscription is required to read the post. The nerve!)

Among a number of useful tips for fostering trust among donors is this:

Develop tangible programmes for people to give to. You don't become an ActionAid donor. You sponsor-a-child. This is tangible and donors love it. Their worst fear is that their money will get lost in the pot. Give them something tangible (and honest!) and they'll be much happier to support you.

That's such an important point: They aren't giving because of who you are. They're giving because of what you do (and because of who they are).

If you're choosing to raise only undesignated funds unconnected to specific programs, you're forcing your donors to accept you on blind trust. That has worked for a long time. I don't think it's a sustainable strategy for much longer.

Technorati Tag: trust

Comments

[Rebecca]

Bummer. It appears you have to pay for a subscription to get the article you provided a link for. I was looking forward to reading this one. Is there any other way to get it? I am in a financial pinch right now and have spent my money toward giving to other causes and my own fundraising.

Thanks

[Jeane Goforth]

We are very small and very new and we need undesignated funds. Our feeling is that if they don't trust us to begin with, they shouldn't donate because right now that's all there is--us!