I am speaking at the CharityComms seminar next week on brand and reputation, both of which are invaluable components of a charity’s success.

So, based on our research, here are some simple ways to help build the trust and the reputation of your charity in the eyes of key supporters.

1. Emphasise localness

When we ask the public what improves their trust in a charity, they repeatedly tell us that knowing a charity does something locally is really important, particularly our older respondents.

2. Celebrate your small size

Small charities are inherently seen as more trustworthy by the public than large charities. Typically, 55% of the public say they trust a small charity versus 35% for a large one. So if you are a small charity, let people know.

3. Build awareness

It sounds obvious, but awareness is the precursor of trust and a strong reputation. If nobody has heard of a charity, they can’t trust it. Name recognition is one of the reasons that brands make a difference. We buy a Samsung telly not because we have tried and tested every feature, but because we have heard of Samsung.

4. Focus on key audiences

Marketing and communications spend is like butter - if you spread it too thin it won’t be noticed. So, it’s much better to focus more energy on a smaller audience than a large one. With over 50 million adults in the UK, an audience which is only 2% of UK adults is still a million people

5. Act transparently

Does any charity say “we are not transparent”? It’s like being against motherhood or apple pie. The real test is acting transparently. Tell supporters about how and why you spend money on fundraising and management, and the difference you make to beneficiaries. Encourage complaints. Work out what supporters most want to know and put the FAQ on your website.

6. Never take supporters’ trust for granted

Our research shows that trust in charities is volatile. While trust in the armed forces is always high and in politicians always low, trust in charities goes up and down (as it does for banks, the royal family and the BBC). Don’t take anything for granted.

7. Ask people what they think is the best and worst of you

People are often reluctant to be rude about charities or criticise them to their face. One question we find works well in our qualitative interviews is to ask people what is the best thing they would say about a charity and what is the worst thing. Having revealed the best, people are often then more willing to criticise. Typically the good easily outweighs the bad, but every charity can improve, and learning from supporters is key.

There are lots more ways that charities can improve their reputation, but to find out more you will just have to come and hear us speak!

You can book your place at the CharityComms conference, or find out more, right here.

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