Summary and Conclusions

Abstract

Figure 6.1 is an attempt to summarize the key considerations discussed in the previous five chapters. It is clear that a number of variables are likely to influence a donor’s level of trust in both a charity sector and in a specific charity. These variables are shown on the left-hand side of Fig. 6.1. An understanding of how these variables are influencing trust can only be determined via the measurement of trust. Based on an understanding of donor trust (its measurement), a charity can (and should) tailor a trust management communication strategy to suit their situation and their donor population. A well-planned and executed trust management communication strategy should have a positive impact on donor trust and donors’ perceptions of a charity’s trust worthiness. Ultimately, these outcomes should have a positive impact on fundraising returns.