Public trust in charities is at a 10-year high, with the latest figures showing an average score of 6.5 out of 10 for trust among the UK public. While this is good news for the sector, David Holdsworth, the new chief executive of the Charity Commission, issued a cautionary reminder: trust is not something charities can take for granted. In his recent address, he likened the charity sector to an old house that requires ongoing maintenance, strategic adaptation, and a vision for the future to remain stable and relevant.
In today's digital-first world, a charity's "house" structure extends beyond physical spaces—much of it lives online. The public's trust in a charity is increasingly shaped by its digital presence, from websites to fundraising platforms. As Holdsworth warns, you must "insulate our walls" to prepare for a changing climate, and in the digital context, that means ensuring the tools you use are transparent, secure, and user-friendly.
Here are key steps charities can take digitally to maintain and grow public trust:
Transparency as the Foundation
Trust thrives on transparency. Donors and supporters want to know how their money is being spent and what impact it's having. Your website should offer a clear, easy-to-navigate breakdown of financials, major projects, and measurable outcomes. Using dashboards or infographics to display this data can help make it accessible and engaging for users.
Action Steps:
- Impact Reporting: Create a dedicated page to showcase impact reports and success stories, updated regularly with metrics like funds raised, projects completed, and people helped.
- Clear Donation Breakdown: Provide details about how donations will be allocated on fundraising pages. Offering insight into specific projects or beneficiaries can help build trust that the funds are being used effectively.
- Annual Reports: Make sure yearly financial reports are easy to find and presented in a digestible format.
Optimising for User Experience
Holdsworth noted that charities need to adapt to meet the needs of tomorrow's supporters. For many, that means making digital platforms easier and more intuitive. Donors expect a seamless experience when engaging with a charity online, and frustration with clunky websites or complicated donation processes can erode trust.
Action Steps:
- Simplify Donation Journeys: Reduce the number of clicks from the homepage to the donation confirmation. The quicker and easier the process, the more likely donors will follow through.
- Mobile Optimisation: Ensure websites and donation pages are fully optimised for mobile. With mobile accounting for over half of web traffic, an unresponsive site will lose donations and credibility.
- Personalised Giving Options: Use data to offer personalised donation suggestions based on previous giving patterns or interests. This shows donors that you value their preferences and understand their motivations.
Leveraging Automation for Stewardship
Maintaining trust isn't just about the initial donation—it's about nurturing relationships over time. Automation can be critical, enabling charities to sustain regular, thoughtful communication with supporters without stretching resources.
Action Steps:
- Automated Stewardship Campaigns: Set up email sequences that automatically thank donors and update them on the project progress they contributed to. This provides transparency and keeps the donor engaged long after their donation.
- Post-Donation Surveys: Ask donors about their experience and use that data to refine your donation processes continually. A simple, personalised 'thank you' followed by a short feedback request can go a long way.
- Engage with Milestones: Automate updates celebrating key milestones (e.g., "Your donation helped us raise £X this month!"). It's an easy way to keep donors feeling involved and appreciated.
Data Privacy and Security
As the digital landscape evolves, so do data privacy and security concerns. The recent spike in cyber-attacks targeting charitable organisations has put data security at the forefront of public trust. Donors need assurance that their personal information and financial details are secure.
Action Steps:
- Invest in Cybersecurity: Ensure your website is secure, transactions and data are encrypted, and security audits are regularly carried out. Consider displaying badges or trust signals to reassure visitors that their data is safe.
- GDPR Compliance: Clearly communicate your data collection policies and offer donors easy opt-in and opt-out options. Transparency about collecting and using data will help avoid future trust issues.
- Two-factor Authentication: For platforms that store sensitive donor information, enable two-factor authentication to protect accounts from being compromised.
Adapting to Changing Expectations
Finally, charities must anticipate shifts in public expectations and societal attitudes, just as Holdsworth urged. Younger generations have different expectations from charities—they demand social accountability, environmental consciousness, and ease of access.
Action Steps:
- Sustainability Initiatives: Highlight any sustainability efforts or eco-friendly initiatives your charity is involved in. Gen Z and Millennial donors are far more likely to engage with organisations that align with their values.
- Diversify Payment Options: To accommodate changing financial habits, make giving easy by offering a variety of payment options, including mobile wallets and direct debit.
- Social Proof: On your website, include testimonials, peer-to-peer fundraising success stories, and other forms of social proof. Seeing others support your cause can inspire new donors to do the same.
As the Charity Commission's latest findings reveal, public trust in charities is fragile but has room for growth. By focusing on transparency, user experience, stewardship, security, and adapting to new expectations, charities can ensure their digital presence is a key pillar in building and maintaining trust for the future. Your charity "house" needs constant maintenance and adaptation, but it can continue to stand firm with the right tools and a forward-thinking mindset.
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