Trust Matters: The Key Role of Credibility in Gaining Support from volunteers

Trust is everything. Whether you’re looking for more donors for your cause, more volunteer support for your event, or you’re planning to build a larger community, how much trust the public has in your organisation affects your ability to secure grants and financial support - trust plays a pivotal role for volunteering programmes and causes.

Key findings:

• Trust in charities has remained steady over the last 5 years
• Charities who appear in news stories and articles earn more trust
• Long term investment in volunteer engagement has a lasting effect on trust

When donors trust their contributions are making a real difference, they are more likely to give - and once somebody commits to a cause which they believe in, they keep turning up.

In this article we look at recent data from the British Government over sentiment and trust for charities and non profits and what we can learn from organisations that continue to win the support of the public.

Supporter trust levels have remained steady since 2020

In a recent report by the British Government overall sentiment with the public has shown similar levels of trust with charities specifically since 2020. Their report shows that in 2024 around 58% of those surveyed stated they had ‘High Trust’ (a rank between 7-10 on a scale). 

Source: Gov.uk

This should be positive reading for many organisations that rely on support from volunteers whether that’s donations or time. 

There we are some insights from the report that organisations could use to their advantage:

• The report found that those who have recently seen or heard charities in the news or seen articles about their event or mission are more likely to have a ‘high trust’ rating. (65% vs 54% that haven’t)
• Men are more likely to have low trust in charities (10% vs 7% of women)
• Those that have heard of the Charity Commission are more likely to have ‘high trust’ in charities (63% vs 52% that have not) 

What makes people trust a charity or nonprofit?

We know that one of the key factors that builds trust is relatively frequent news about the cause, event or mission they support. Many charities are able to achieve life changing outcomes and while the focus may be primarily on focusing their efforts on helping people, efforts need to be made to promote the good work done by staff and volunteers.

It’s time to be less humble!

When the report asked if individuals had seen charities in the news recently:

Seen a charity in the news - 34%
Not seen - 58%
Not answered - 8%

Two thirds of the people surveyed said they hadn’t seen news stories or articles about a cause or event. Given that a high trust score is more likely issued to those who have seen content from the charity, this presents a great opportunity.

Content has been seen by the public:

Requesting donations - 11%
General information about the charity - 10%
Charities helping vulnerable people - 8%
Struggling charities/lack of funding - 5%
UN actions in Gaza/Palestine/Israel - 5%
Misuse of money - 4%
Cancer Research - 4%

Generally speaking any news received about a charity or cause has a positive impact on their perception of that organisation.

• 23% said the news made people a lot more positive about charities
• 25% said the news made people a little more positive about charities

Summary of all answers:
Positive - 48%
Negative - 15%

Ways you can increase trust with supporters

There are a number of ways you can increase trust in your charity or non profit organisation. You can increase the visibility of your impact, embrace digital transformation to better communicate or just get better at telling your story. Here are some ways you can increase trust with supporters, volunteers and donors:

1. Building Confidence through Transparency

   Transparency is a key driver of trust. Donors want to know exactly how their contributions are being spent, what programs or services are being funded, and the tangible outcomes of their support. For organisations, being open about financials, governance, and success metrics fosters an environment of trust.
   
   Organisations that regularly share annual reports, audit results, and impact assessments demonstrate accountability and strengthen their credibility. Donors who feel confident that their money is making a difference are more likely to contribute again, and even encourage others to do the same. 
   
   In contrast, organisations that lack transparency may find it difficult to inspire trust, limiting their ability to engage with potential donors.

   How Volunteer Portals can increase trust
   
   Volunteer Management Software undoubtedly plays a key role in efficiently organising volunteers, helping organisations allocate resources more effectively and ensuring that tasks are completed smoothly.
   
   By streamlining scheduling, tracking hours, and managing communications, these systems free up time to focus on the greater mission of the cause. However, when it comes to fostering trust and generating greater support or donations, it’s often the story that resonates with people that truly drives impact.
   
   This is where Volunteer Portals make a significant difference. They provide a tailored, accessible space where both volunteers and donors can engage directly with the cause. 
   
   Through these platforms, organisations can share compelling stories, celebrate volunteer achievements, and showcase the tangible results of collective efforts. Volunteers can see the direct impact of their time and commitment, while potential donors can better understand the real-world outcomes their contributions would support. In essence, Volunteer Portals serve as the bridge between the numbers and the narrative, ensuring that supporters feel connected to the mission in a meaningful way.
   
   Example: GivenGain
   
   A great example of how telling your story can significantly impact your fundraising efforts can be found in the fundraising platforms used by your supporters and fundraisers. The most effective and high-performing platforms all provide a space for individuals to share their personal stories.
   These platforms typically feature a timeline filled with milestones, along with a carousel of images and videos that vividly convey what has been achieved so far and what the fundraiser is working towards.
   
   Take GivenGain, for instance. It allows fundraisers to create a dedicated landing page where they can showcase all the content they wish to share. This personalised approach draws people into their story, inspiring others to contribute more to the cause.
   
   
   
   Similarly, Rosterfy gives volunteer programmes the same powerful tools, enabling them to create fully branded, engaging volunteer portals that tell their own compelling stories and connect supporters to the mission in a meaningful way.
   
   Integrations: Rosterfy integrates with GivenGain to help support fundraising and volunteer engagement - read more.
   
   
   
   

2. Emotional Trust and the Power of Storytelling

   Emotional trust plays a significant role in charitable donations. When donors hear compelling stories of individuals or communities benefiting from their donations, it sparks a deep emotional connection. These stories help to humanise the charity’s mission, making the donor feel like an integral part of a larger movement.
   
   Storytelling is a powerful tool that nonprofit organisations can use to illustrate the real-life impact of donations. It builds an emotional bridge between donors and recipients, making it easier for donors to see the direct effect of their giving.
   
   Learning on Demand: How to use storytelling to improve volunteer onboarding and retention

3. Social Proof: Word of Mouth and Recommendations
   

   In a digital age, social proof is a vital aspect of building trust. Donors are increasingly looking for recommendations and endorsements from their peers before committing to giving. Whether it’s through online reviews, testimonials, or social media shoutouts, the opinions of others can significantly influence donation decisions.
   
   Charitable organisations can leverage social proof by encouraging satisfied donors to share their experiences and by highlighting influential supporters or partners. When potential donors see that others trust the organisation, they are more likely to follow suit.

4. The Role of Trust in Crisis Situations
   

   During times of crisis—whether it’s a natural disaster, a public health emergency, or a humanitarian crisis—charities often experience a surge in donations. However, this also increases the potential for fraud or misuse of funds. In such instances, trust becomes even more critical.
   
   Donors need to know that the charity is equipped to respond quickly, effectively, and ethically. A quick and transparent response to crises, coupled with clear communication about how funds will be used, is essential in maintaining trust. For organisations, this means setting up reliable systems for fundraising, providing updates to donors, and ensuring that aid is distributed where it’s needed most.
   
   
   

5. Trust and Long-Term Sustainability

   Building trust isn’t just about securing one-time donations—it’s about creating lasting relationships that support long-term sustainability. A donor who trusts a charity is more likely to become an advocate, spreading the word and encouraging others to contribute. This kind of organic growth is essential for nonprofits looking to expand their reach and impact.
   
   Moreover, trust leads to deeper engagement. Donors who trust a charity often want to be more involved—whether that means volunteering, attending events, or providing additional resources. This type of ongoing commitment is invaluable in helping charities maintain momentum and achieve their mission over the long haul.

6. The Role of Technology in Fostering Trust

   As digital platforms become the primary channels for charitable giving, technology also plays a role in building trust. Secure, user-friendly donation platforms that protect donor information and ensure privacy are essential. Charities that use modern technologies to streamline donation processes, track fund allocation, and provide real-time updates are seen as more trustworthy and credible.
   
   Blockchain technology, for instance, has the potential to revolutionise trust in donations by providing a transparent and unalterable record of transactions. As these technologies evolve, charities will be able to offer even more assurances to donors about how their money is being used.

Summary: Invest in building trust to increase donations and support

In the end, trust is not just a short-term factor that influences a single donation—it’s a long-term investment that shapes the future of charitable giving. When donors trust an organisation, they are not only more likely to donate—they are more likely to become advocates, contributing to a cycle of giving that supports the organisation’s mission over time.

For charities, building and maintaining trust is a continuous process. It requires transparency, communication, and a commitment to the values that donors care about. It’s not enough to simply ask for donations; organisations must earn the trust of their supporters and work hard to maintain it.

• Use all your channels to tell your story
• Some of your most generous donors will come from your volunteer pool
• Be transparent about the progress of your mission or cause
• Investing in long-lasting relationships will increase the lifetime giving value of your supporters

In an increasingly complex and competitive nonprofit landscape, trust is not just a nice-to-have. It’s a necessity. It’s what turns one-time donors into lifelong supporters and builds the foundation for lasting social impact.

About Rosterfy

Rosterfy’s volunteer management software is used by nonprofits, charities, sporting federations, local governments, and more to better manage their volunteer programmes by improving how they can recruit, screen, train, and retain volunteers. Our market leading technology is an end-to-end solution designed to help you provide a world-class experience for your volunteers.

Book a demo to discover how Rosterfy can take your volunteer programme to the next level.