• To find what leads to an increase of donations, the 2022 studies on “Charity Social Media Marketing and Its Influence on Charity Brand Image, Brand Trust, and Donation Intention”, found that a focus on brand image and gaining trust in current and prospective donors had the most significant correlation to increasing donation intention. But what is the most firmly-held expectation among potential donors when it comes to brand image and gaining trust? Studies consistently show that being able to trust where the money goes remains the most firmly-held expectation among potential donors. This is where Crowdfund.org thrives, as donors can track where, when, and how their contributions are used to serve the recipient’s goals.
  • The Public Trust in Charities 2021 Studies from the Gov.uk Charity Commission outlines this consistency demonstrated among the study’s focus groups:

    ”We introduced four key public expectations of charities. These expectations transcend areas where the public might disagree about the role of charities, and set out clear standards of conduct and behavior that are expected of them.

    These expectations are drawn from quantitative and qualitative data from across the research program:

    1) Where the money goes: that a high proportion of charities’ money is used for charitable activity
    2) Impact: that charities are making the impact they promise to make
    3) The ‘how’: that they way they go about making that impact is consistent with the spirit of ‘charity’
    4) Collective responsibility: that all charities uphold the reputation of charity in adhering to these

    How charities are seen to perform against these is far more important in determining public trust than the immediate effects COVID-19 has had on the sector.


    Where the money goes
    This is the most firmly-held expectation.

    Ensuring that a ‘high proportion of the money a charity raises goes to those it is trying to help’ remains by far the most important and firmly-held expectation for how a charity should operate. It influences much of the public’s broader perceptions about charity.

    Currently, only 17% are completely convinced that a high proportion of charity funds raised goes to the end cause. The public would like to see a more proactive approach to elucidating how and how much of their money reaches beneficiaries… In order to convince those outside of the most secure, diverse quadrant that charities deserve public trust, evidence is crucial."