In a report produced by the Charity Commission in 2016 it discovered that
in 2016, the overall level of trust and confidence in charities has fallen to 5.7 out of 10. This is a significant decrease from a headline figure of 6.7 in 2012 and 2014.
Backing up a previous article mentioning “It’s not enough to be a ‘good cause’”, the study shows a noticeable decrease in the public trust in charitable organisations. Questions into how funding is spent and an overall feeling of pressure to give means that charities have to step up their game if they want to retain donations from supporters.
The Statistical analysis reveals that trust in the charitable sector is driven by five ‘key drivers’, how are you reinforcing your value to your supporters?:
Ensuring that a reasonable proportion of donations make it to the end cause.
– Are you presenting your annual reports in a clear, concise and accessible way? Are you wasting money on poorly sourced expensive materials?
Being well managed
– Do supporters know the key players in your organisation? Or have you become faceless and cold?
Ensuring that its fundraisers are honest and ethical
– Are you being clear with your intentions? Requesting ‘£5 a month’ without the rational of what you are spending it on? Relationships are a long game.
Making independent decisions to further the cause they work for
– You may be trailing the way in your field, but do your supporters know this? when was the last time they had an email or newsletter keeping them informed?
Making a positive difference to the cause they are working for.
-How often do you share real life stories of the people your organisation is helping?
At all comes back to good supporter communication. If you and your organisation are struggling to keep on top of keeping, and even growing supporter trust, contact me today at email@example.com
You can read the full report here: