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Trust Influences People to Donate

Thursday, 4th February 2010 at 11:59 am
Staff Reporter
A new report from the UK finds that trust influences 75% of people who donate to charity

Thursday, 4th February 2010
at 11:59 am
Staff Reporter



Trust Influences People to Donate
Thursday, 4th February 2010 at 11:59 am

Three quarters (75%) of people say that trust in the charity and/or sector influences their decision to give, according to an online survey of more than 1,100 adults across Great Britain.

The survey, commissioned by the UK Fundraising Standards Board (FRSB), says the findings underline the importance of building trust in charities and the sector more broadly.

Trust in the organisation is more important than trust in the sector, with 56% saying that trust in the charity and 42% reporting that trust in the sector, was an influencing factor.

The report says trust is most prominently cited as an influencing factor for younger respondents where 8 in 10 of those aged 16-24 say it influences their giving. The influence of trust upon giving declines in direct correlation as the age of respondents increases.

More than 6 in 10 (62%) of respondents say that they would trust a charity more if it were a member of the FRSB – the self-regulatory body for fundraising.

Additional key findings include:

  • 80% of respondents have given to charity in the last 12 months
  • 65% have given in the last 3 months

UK fundraising academic, Adrian Sargeant, of Bristol Business School and Indiana University, says the results underline just how important it is for organisations to manage public trust. Demonstrating good judgment, signing up to fundraising codes of practice and being prepared to deal responsibly with complaints are all critical in building this trust, both in the organisation and the sector as a whole.

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