The trust deficit - a fundraising priority for 2024 | Dreamscape Solutions

The trust deficit - a fundraising priority for 2024

A recent survey illustrated that 26% of potential donors hesitate to contribute, harbouring doubts about whether their aid will reach those in need. Moreover, 13% find themselves disengaged, having yet to witness a campaign from a charity they genuinely trust.


This hesitancy underscores a critical challenge facing the fundraising landscape that demands attention, introspection, and, most importantly, action.

The Trust Deficit: A Hurdle to Overcome

Building and maintaining trust is not a mere nicety but an absolute necessity. Individual and corporate donors are increasingly discerning, seeking reassurance that their contributions will affect real change. The onus is on fundraisers to address this trust deficit head-on.

Transparency as a Beacon of Assurance

Transparent communication must become the cornerstone of every fundraising strategy. It is not enough to appeal to the charitable nature of donors but to provide them with a clear and unobstructed view of how their contributions translate into tangible impact.

In your planning for 2024, commit to a new era of transparency. Detailed fund allocation breakdowns, real-time updates on project milestones, and narratives that vividly illustrate the human stories behind each contribution are the essence of building trust.

Demonstrating Real-World Impact: Bringing Numbers to Life

Numbers on a balance sheet can only convey so much. To bridge the trust gap, go beyond the statistics and immerse donors in the real-world impact of their generosity. Personalised success stories, testimonials from beneficiaries, and multimedia presentations that vividly portray the transformative power of donations can turn sceptics into supporters.

The Road Ahead: A Commitment to Trust

As we embark on a new year of fundraising, commit to trust and transparency. The 26% of hesitant potential donors and the 13% disengaged souls represent not just statistics but opportunities to reshape the narrative and build bridges of assurance.

Through open communication, transparent practices, and the vivid demonstration of real-world impact, you can ensure no hesitancy in donating to your cause.

news listing

Are you looking to improve income performance for your charity?

Our newly released handbook provides essential insights and recommended action points to aid in measuring retention KPIs and developing an ongoing strategy for enhancing performance.