Mutual Trust Is a Must

Set realistic goals
If a nonprofit sets unrealistic goals for its program compared to widely accepted industry benchmarks, and requires its agency (or prospective agency) to create projections based on these goals — that’s a breakdown in trust. The agency must advise the client or prospect on realistic goal setting and refuse to commit to impossible projections. The Association of Direct Response Fundraising Counsel Rules of Ethics and Practices states that “fundraising counsel will not enter into a business relationship without first stating in writing the reasonable expectations for fundraising income.”