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Solid Gold: The Nonprofit Marketer's Guide to Trust

Trust is the single most important thing a nonprofit can deliver—it's truly solid gold. But today, we find that trust in nonprofits is declining, falling behind businesses for the first time in the history of the Edelman Trust Barometer report.

How did we get here? How can nonprofit organizations build back up that trust with donors going forward?

RKD Group surveyed 1,630 U.S. donors to gain a deeper understanding of what forces drive trust.

Key takeaways

Transparency and competence are the key drivers of trust

Donors want to see clear accomplishments, real data and relevant facts.

Donors expect communication - but on their terms

The message from supporters? "I'll find you. Don't blow up my phone."

Generational differences play a role in who is trusted

Different generations felt more inclined to trust different sectors.

What drives trust doesn't drive relationships

In other words, you can build trust without becoming BFFs.

Access the findings