Can charities win back the public’s trust?


Can charities win back the public’s trust?

In a recent blog, we looked at how trust between Charities and the public in terms of front line fundraising, was becoming increasingly strained. As shown in the graph below from YouGov trust in charities is deteriorating and has fallen by 16% since 2013. This could be explained by such large scale media presence on charity failures like the collapse of Kid’s Company. 

There is no doubt that public faith in charities has taken a major knock this year, after many years of stable levels of trust, and the sector is yet to recover.

How can Charities win back the public’s trust?

The current media scrutiny that surrounds charities has been focussed on a select few, but unfortunately the sector as a whole has suffered. What can charities do to win back the trust of the public and be recognised for the work they do and not defined by failures of a few.  In a recent discussion on trust in charities held in London in April, some practical advice was given to charities to help overcome this current high level of distrust, including how charities can learn from businesses but shouldn’t copy them, to avoid tired corporate rhetoric and behaviour.


Andrew Croft, CAN CEO commented:

"If public trust has been undermined as much as the evidence would suggest, then the best course of action would be for charities to tangibly demonstrate the impact they have on society. This empirical evidence would go a long way to bolster the public confidence in the great work charities do.

The only problem here is that the current major impact measurement methodologies have evolved to create significant income for consultancies, and approach impact through a deficit rather than an asset based appraoch."



Category: CAN Group