Building trust in charities Whats driving the decline in public - - PowerPoint PPT Presentation

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Jan 27, 2023 183 likes •356 views

Building trust in charities Whats driving the decline in public trust in charities and what can be done to rebuild it? britainthinks.com BritainThinks | Private and Confidential What we did 2 x groups of charity 2 x groups of charity

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BritainThinks | Private and Confidential

britainthinks.com

Building trust in charities

What’s driving the decline in public trust in charities and what can be done to rebuild it?

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What we did

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2 x groups of charity supporters 2 x groups of non-charity supporters 2 x groups of charity supporters 2 x groups of non-charity supporters

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1. The trust issue is real and must

be addressed

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The data shows that public trust and confidence in charities has fallen recently

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Public trust and confidence in charities 2016, independent research conducted by Populus for the Charity Commission

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People have serious concerns about how charities operate And don’t have specific enough examples of positive impact

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Too corporate Not transparent Aggressive fundraising

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“I’m always conscious of whether the money is actually going to charity. If it was a bit clearer to me or I had more faith in it then I probably would donate more than I do. I do hold back a bit.”

Charity supporters are the most frustrated and this will begin to manifest itself

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2. Media coverage is confirming

concerns, not creating them

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Coverage is confirming rather than shaping views

And negative stories about charities are being received in a vacuum

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“The media are quick to

expose. But if charities are

doing something they shouldn’t then that should be exposed.”

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3. Attempts to justify CEO pay
nly serve to increase anger

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“They don’t need to pay what big companies pay because the people who do it believe in what they are doing.”

Justifying CEO pay doesn’t work

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4. If people don’t see change,

messaging on this issue will ring hollow

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The public want to see change

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Changing fundraising methods

“If they said…we’ve changed our methods and this is what we are going to do – no cold calling...” “Just a simple diagram – your money – where its gone – out of a pound.”

Demonstrating transparency in an accessible way

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5. Communicating impact is

essential

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Charities need to be better at communicating impact

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Tell real stories Show the collective impact of the sector This will help to balance out the public conversation about charities

“Show how your act of charity ends up – like someone raising money in the office, then it goes to benefit someone in hospital.” “Show me a stat or picture that clearly shows the difference being made.”

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How to build trust in charities

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The trust issue is real and must be addressed Attempts to justify CEO pay only serve to increase anger If people don’t see change, messaging on this issue will ring hollow

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Media coverage is confirming concerns, not creating them Communicating impact is essential

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BritainThinks | Private and Confidential

britainthinks.com

Thank you

For more information: Georgie Whiteley +44 (0)207 8455880 gwhiteley@britainthinks.com BritainThinks Somerset House Strand London WC2R 1LA