Maintaining trust as an NGO

In recent times, we’ve observed a subtle yet notable shift in the public’s perception of non-governmental organisations (NGOs) around the world. According to the 2024 Edelman Trust Barometer, while trust levels in NGOs have remained relatively neutral across the US and Canada, a sense of distrust has risen slightly in countries such as the UK and the Netherlands – a concerning trend that speaks volumes about the challenges NGOs face in today’s landscape and certainly one to be aware of when fundraising in countries where trust is declining or low.

Transparency, accountability, and engagement are more critical now than ever as these organisations strive to maintain the public’s faith amidst various global anxieties and scepticism.

If you’re part of an NGO, how do you navigate these choppy waters and keep your trust anchors secured? Heather Hill, CNM, CFRE, our Head of International Philanthropy, has put together some essential advice to help fundraisers ensure they are fostering public trust in their NGOs within and across their borders.

TIP 1

Send your donors a prompt, personal thank you immediately following their gift.

• The gold standard to strive for is thanking donors within 48 hours of gift receipt.
• Be sure to note any designations or restrictions requested by the donor.
• When possible, include information about what the gift will do for your charity.

TIP 2

Provide donors with regular updates on the programmes, campaigns or initiatives they support.

• This can be sharing beneficiary stories, reports or even photos and videos.
• There are a variety of ways in which to show donors the impact their gift is making.
• Make this a regular stewardship practice and not something the donor needs to chase.

TIP 3

Consider interactive engagement opportunities that allow donors to connect with programme staff or leadership.

• Virtual ‘Town Hall’ meetings can be a cost-effective, easily accessible way to do this.
• The format can be as simple as speakers sharing highlights and news about the charity’s activities and attendees asking questions they may have.

TIP 4

Have a cohesive, coordinated communications plan across your charity.

• When donors hear varying messages from different parts of an organisation, it creates confusion and may needlessly raise concerns.
• Clear and frequent internal communication helps keep everyone across the organisation informed, which minimises the chance of misinformation being externally shared.

TIP 5

If, unfortunately, there is ever a mistake made with a donation or—more problematic—negative press or a controversy surrounding your charity—address it proactively.

• Accept responsibility, share what action has been taken to address the situation and explain what is being done to ensure it will not happen in the future.
• Honesty and transparency foster trust.
• Defensiveness or silence has the opposite effect.

BONUS TIP

Be responsive to current events and shifts in your environment or community

• Demonstrate awareness of what is happening around you.
• It may be a communication describing the impact on your charity or its beneficiaries, an update outlining your charity’s response or position, or it may simply be acknowledging your awareness and empathy even if there is no direct impact on it or its services. When significant events occur, a thoughtful communication shows attentiveness to what is happening around you and prevents you from being seen as tone deaf to your constituents’ experiences.