The Value of an Expectation

Build trust with your donors

Trust is at the epicenter of the donor-organization relationship. It starts with transparency and educating donors even when the news is not favorable. When you make your donors "insiders," you build trust and knowledge and thereby improve satisfaction.

Interestingly, the study found that knowledge is a motivating factor for ongoing involvement but many organizations are weak in providing it. While donors consider themselves overall to be "knowledgeable" about the organizations they support, they feel inadequately informed about additional programs or services offered, their favorite cause's involvement in the community, and how that organization is rated by watchdog groups — which are all key drivers of satisfaction.