All organizations must establish trust with the people who give them money. This is a relatively easy task for a for-profit business — they simply give the customer a high-quality product or service in exchange for their payment. Nonprofits, on the other hand, must build donor trust based solely on a promise to do good in the world with their money.
If you want someone to donate to your cause, you need to build a strong emotional connection and prove yourself as an honest, transparent organization. Here’s what seven Forbes Nonprofit Council members recommend doing to accomplish this goal.
1. Show The Donor What’s In It For Them
To establish trust with a donor, operate from the perspective of what’s in their best interest or what represents a ‘win-win’ for both them and the organization. There’s a tendency to lead with what’s of interest to you first. But one of the best ways to reflect that we respect and honor them as a benefactor is to operate with their interests in mind with synergy to the organization’s mission. – Errika Moore, Technology Association of Georgia Education Collaborative
2. Be Consistent
Consistency creates credibility. Have a strong vision and passion to execute and then do what you say you’re going to do. Be in touch, communicate, ask for advice, create dialogue and engage. Build relationships where stakeholders see firsthand the focus, determination and passion being brought to the tasks, projects and missions that donors are supporting. – Aaron Alejandro, Texas FFA Foundation
3. Invest In Building Personal Relationships And A Strong Reputation
Personal relationships are critical when establishing trust. Calls and in-person meetings are the best way to engage donors. Written communications should be simple and transparent to clearly define goals. Build relationships with organizations with similar goals. Donors giving to similar causes often discuss the work organizations are doing, so having a good reputation in the marketplace is important. – Naomi Maisel, First Step Staffing
4. Express Your Gratitude
It’s important to thank properly for every gift as well as show the impact of the dollars given. The more often you thank and more clearly you can communicate impact, the more inspired a donor will be to trust your organization and continue giving. – Amy Sewell, Douglas Shaw & Associates
5. Perform And Execute Well
Whether you are hiring a consultant, a hairdresser, a nail technician or anyone else, you hire the person based on your trust level with them. Trust is gained by being transparent and truthful, and frankly, performing. There is nothing like ruthless execution that produces demonstrable outcomes that cultivates trust. You want to have donors say, ‘This is what XYZ did for us and our stakeholders.’ – Rosemarie Truman, The Center for Advancing Innovation
6. Be Honest, Even If That Means Saying ‘No’
In my work with corporations, trust means we need to have transparent, honest and ‘in the weeds’ conversations about the best mix of skills, products, cash, etc. Honesty means we say no sometimes. This is not easy to do, but results in more sustainable impact over time. – Kevin McAndrew, Save the Children
7. Practice Transparency And Open Your Doors To Donors
Inviting donors to take a behind-the-scenes tour of your programs is an easy way to create an environment of transparency. When you’re willing to open your doors, your supporters will relate that to honesty. They may never take you up on the offer, but just making the option available will help you gain their trust. – Lindsay Crossland, The Salvation Army