Time to Get Real – How Can You Ensure Donor Trust in a Post-Truth Era?

Over three quarters of Canadian donors cite “trust” as a critical factor influencing their decision to donate to a charity. In a contracting donor market, high-visibility charities with big digital footprints will come out ahead…right? Well, maybe.

In 1964, renowned communication theorist Marshall McLuhan asserted that “the medium is the message.” What he meant was that the inherent traits of the communications medium shape how an audience perceives information.

Fast forward six decades and this phrase still has meaning, especially when it comes to how audiences both trust and process digital content.

The digital age, while opening vast new avenues for fundraising and awareness, also complicates the relationship between charities and their potential supporters.

Trust isn’t an automatic assumption for charities, and digital communications channels that organizations increasingly rely on to reach donors may be part of the problem. Public trust in social media content is in decline. Consider also the emerging ‘trust but verify’ lens through which broadcast news is increasingly viewed. Telemarketing scams have many donors avoiding answering their phone altogether when a charity calls. And then there’s AI-generated content blurring the lines between fact and fabrication, and raising critical questions about the authenticity and authorship of online information.

All of these medium-related factors affect how charities connect to, and build trust with, donors. Building those donor connections is more important than ever; charitable giving is on the decline, with fewer people donating to charity, and those that do give are contributing less (here’s link to Financial Post’s article on Fraser Institute’s report on that trend.)

Technologies expand opportunities for engagement, relationship management and fundraising, but also demand a nuanced approach to fostering trust.

In this post I’m going to outline a few countervailing strategies and tactics your organization can consider as well as some solid examples I’ve found from real world Canadian charities.

1. Embrace Transparency: The Power of Open Books

Transparency is the cornerstone of trust. Charities can foster a culture of openness by regularly sharing detailed reports about their financials, policies, operations, and the impact of their work. This includes disclosing how donations are allocated and the outcomes of projects. Tools like annual reports, impact assessments, and audited financial statements should be readily accessible to the public By allowing potential and existing donors to see the direct impact of their contributions, you can demystify your operations and build trust.

Strategy:

Regularly share detailed financial reports, policies, operations updates, and the tangible impact of contributions. Avoid spin and be frank when results fall short of plans and expectations. Proactively share the information, don’t just passively post it.

Tactical Example:

A wildlife conservation charity implements a “Where Your Money Goes” section on its website, featuring interactive charts and videos. This section breaks down expenditure by project, administrative costs, and fundraising efforts. They also host quarterly webinars and a public and virtual Annual General Meeting where donors can ask questions directly to the CEO and project leaders about financials and project progress.

Real World Example:

Canadian Red Cross is known for its comprehensive reporting on how donations are used, including detailed financial reports and updates on disaster relief efforts. Their commitment to transparency is evident through their annual reports and financial statements available on their website.

• Website: Canadian Red Cross

2. Cultivate Authenticity: Stories That Resonate

In an era where skepticism runs high, authenticity stands out. Charities must ensure that their messaging, campaigns, and appeals reflect their true mission and the realities of those they serve. Storytelling can be a powerful tool in this regard, providing a genuine glimpse into the lives and communities impacted by donors’ generosity. Authentic narratives not only resonate more deeply with the audience but also reinforce the credibility of the charity.

Strategy:

Crafting genuine narratives that reflect the charity’s mission and the reality of the communities or causes they support.

Tactical Example:

An education-focused nonprofit launches a blog series called “Day in the Life,” featuring stories from teachers and students in underprivileged areas. These stories, accompanied by photos and videos, offer a raw, unfiltered look into the challenges and triumphs faced by beneficiaries that donors support through philanthropy. The charity itself moves back stage, and donors feel greater proximity to the human aspect of their contributions.

Real World Example:

Nature Conservancy of Canada is committed to conserving natural areas and biological diversity across Canada. They provide detailed information about conservation projects and land stewardship, and they share stories of the land and species they protect, offering an authentic look at their work. NCC also scores high marks in operating transparency, efficiency and impact measures.

• Website: Nature Conservancy of Canada

3. Engage Proactively: Build Your Community

Engagement goes beyond periodic updates or fundraising appeals. It involves creating a two-way dialogue with donors, where their questions, concerns, and feedback are not just welcomed but actively sought. Social media platforms, newsletters, and interactive webinars shouldn’t only be about disseminating information; they can be used to facilitate authentic two way conversations that make donors feel more connected to your cause. And involving donors in decision-making processes or showing them the tangible results of their contributions makes them genuine members of your community.

Strategy:

Creating a two-way dialogue with donors through social media, newsletters, and interactive events.

Tactical Example:

A health research charity organizes monthly “Coffee with a Scientist” Zoom sessions where donors can meet researchers and discuss recent findings, ongoing projects, and how their donations are fueling breakthroughs. This initiative fosters a sense of community and keeps donors engaged and informed.

Real World Example:

The Canadian Cancer Society (CCS) uses informative webinars on various cancer-related topics, active social media engagement, and interactive town hall meetings. These initiatives offer education, support, and direct communication channels, allowing the CCS to connect with individuals affected by cancer, share the latest research and treatment options, and foster a supportive community dialogue. CCS disseminates vital information while also creating an inclusive environment and atmosphere, where questions and concerns can be addressed openly.

• Website: Canadian Cancer Society

4. Implement Accountability Measures: A Seal of Trust

It’s one thing to include words like “transparency, inclusiveness and responsibility” in your organization’s statement of values. But adopting robust accountability measures includes having a clear governance structure, adhering to industry standards and best practices, and obtaining certifications from credible 3rd party entities (like Imagine Canada’s accreditation). External audits and evaluations can further attest to your commitment to integrity and effectiveness. By holding themselves accountable in the most public way possible, charities not only ensure operational excellence but also signal to donors that they are trustworthy.

Strategy:

Adopting external audits, accreditations and certifications to validate the charity’s commitment to integrity and effectiveness.

Tactical Example:

A food bank partners with an independent auditor to conduct annual financial audits, the results of which are published on their website. They also obtain a certification from a reputable charity watchdog, displaying the seal prominently on their homepage and fundraising materials. As well, they share publicly ongoing professional development and staff credentialing requirements they have for key personnel.

Real World Example:

Here again Nature Conservancy of Canada offers a great example of how independent certifications can help build audience confidence and trust.

• Website: Nature Conservancy of Canada

5. Educate and Inform: Combat Misinformation

In the face of misinformation, charities have a role to play in educating the public about their cause and the broader issues at hand. Providing clear, factual, and accessible information helps counteract skepticism and builds an informed community of supporters. Educational efforts can also extend to teaching donors how to discern credible information from misleading content, equipping them to make informed decisions about their philanthropic activities and issues advocacy.

Strategy:

Offering clear, factual information about their cause and teaching donors how to identify credible sources.

Tactical Example:

An environmental NGO develops an online toolkit that includes resources on climate change facts, how to spot misinformation, and ways to get involved in environmental advocacy. They host webinars and workshops, sometimes featuring guest speakers from the scientific community, to educate supporters about environmental issues and the importance of evidence-based advocacy.

Real World Example:

David Suzuki Foundation stands offers an extensive array of online resources, including detailed environmental reports and sustainable living guides, webinars, and workshops led by experts. The Foundation actively campaigns against misinformation in advocacy, while also presenting factual, science-based information on pressing environmental issues. Active and extensive collaborations with reputable scientists and environment experts help give the Foundation credible standing in not just the fundraising sector, but the scientific community as well.

• Website: Nature Conservancy of Canada

6. Leverage Credible Advocates: The Endorsement Effect

Speaking from a “corporate” perspective often fails to resonate as deeply or authentically with potential supporters compared to the genuine, lived experiences and testimonials of those closest to the organization’s heartbeat. Donors often want to hear from people they trust, particularly if those individuals have a closer view on a charity’s operations than they have themselves. These real voices and stories bring a level of credibility and relatability that polished corporate messages simply cannot match.

Strategy:

Put your most credible spokespersons front and centre in message delivery online and elsewhere….charitable beneficiaries, volunteers, board members, community partners, and high profile community leaders.

Tactical Example:

An accessible housing charity includes real estate professionals, urban planners, philanthropists, and advocates in its communications. These experts in housing and urban development champion the charity’s cause through public forums, social media, workshops, and community presence. They encourage public support for accessible housing initiatives and urge donations to make homes accessible for all. The charity also has front line staff who work with unhoused individuals as subject matter experts relating circumstances, challenges, needs and outcomes.

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Conclusion:

In the digital age, where trust is both a precious commodity and a critical challenge, charities that adopt transparent, authentic, and engaging strategies stand the best chance of connecting with donors on a meaningful level.

Finding creative ways to be authentic at a time when artificiality has become normalized will help your charity stand out, for all the right reasons.

Human to human connections are the fabric of philanthropy. Digital platforms can facilitate that connection. Its not a question of if you should use them, but how.

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Disclaimer — this article was authored by me, a real live human being. But spell checking support was provided by AI. :-)