Chapter 3 Decrease in public trust in NGOs and the importance of speaking up
Individual donors account for three-fourths of all donations to U.S. nonprofits. Consequently, gaining trust and confidence from individuals is essential for NGOs to run their projects. I am pleased to include here the excellent research findings and analysis by my research assistant Haru Nishigaki. Her research provided much of the basis for this chapter starting with findings from the 2020–2022 Edelman Trust Barometers and four mechanisms to gain trust. Her conclusion about non-fundraising communication is especially important.
Key point: To be trusted, your code of ethics must be meaningful, not just words or intentions. Essential components ...
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