Happy #CharityChatTuesday everyone!
This weeks theme is trust. Keep reading to find out how charities can build trust and why it matters in the first place.
If you’re a fundraiser who has insights to share, get in touch, I’d love to chat!
Email: marketing@gwd.team
Gemma Collier
Marketing Content Coordinator, GWD
A couple of weekends back, I went to the pet shop to buy some hay for my rabbit.
At the checkout, I was asked if I wanted to add a dog treat to my order so it could be given as a gift to a dog in need.
I said yes, of course!
But looking back, what was it that made me say yes so quickly?
Other than my affinity for animals…
Well, starting from the beginning, I had clocked their signage, so knew it was a campaign for the shop’s official charity partner.
Branding, messaging and their charity number told me this.
So, no ambiguity there.
Then the lady on the checkout told me what my help would equate to: 1 dog treat = 1 happy dog
Donation impact anyone!?
Next – I knew the donation amount matched the price of the dog treats sold.
Again, no surprises, no hidden costs, fully transparent.
I also knew I would get the ‘donation’ added to the receipt of my purchase for peace of mind.
Meaning, within about 20 seconds, I had learnt about this campaign, understood its impact and given in support.
I felt confident donating to the charity and trusted that my donation would make a real difference.
So why would someone give to you if they don’t know or trust you?
What can be done to build trust quickly?
Reflecting on my experience at the pet shop, the stress-free donation process, paired with the trust built allowed me to focus on the joy of giving.
What have you got to lose?
Trust is a key player in the generosity game.
We know this.
Trust in charities, trust in fundraiser, trust in technology etc.
It has always been vital to a charity’s reputation and success.
And it can have a direct impact on fundraising income.
So, when it comes to optimising your fundraising campaigns.
Spend the time, think about the steps that potential donors take and what gives them the confidence to donate.
What will motivate them? What questions might they have?
Think about any existing barriers that would hinder their experience or prevent them from giving to your cause.
How can you instil confidence and trust into your supporter journey?
Who are GWD?
We help socially-minded organisations transition to digital systems, building stronger relationships through impactful products and services.
Our experience goes back two decades, with a foundation building and providing critical digital services and products for the financial services and retail industries.
With a long-proven ability to handle challenging projects and a team of trusted experts, we work hard to solve problems and deliver change that helps others.
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